An Overview Of The Tourism Industry Marketing Essay

For assignment help please contact

at help@hndassignmenthelp.co.uk or hndassignmenthelp@gmail.com
Nowadays, tourism industry is a greatest industry in the world. Its significant
economic status has been valued by most of countries. With the progress of the
integration of world economy, tourism industry is playing an increasing crucial role
in the contribution of the development of economy. Especially, hospitality industry is
thought as a core element contributes great economic profits. In the meanwhile, the
industry where markets are saturated and tough because customers are becoming
more sophisticated and participators are joining continually. Due to serious
competitions, innovations, such as latest service advancement are vital strategic
characters to support the growth of profit margin. According to Mike and Birgit
(2005, p2),the definition of innovation is divided into (1) generation of new products
(2) introduce of new production processes (3)development of new sales markets (4 )
development of new supply markets(5) reorganisation or restructuring of the
company. This classification obviously makes a concept that innovation from tiny
transforms in the makeup and delivery of goods in the forms of extension of product
lines, adding service elements or product discrimination. It is broadly accepted that
several countries have commenced to pay more attention to advancing tourism
industry. It is because, in term of economy, it can augment income and employment
and stabilize market and boost civil economic development and enrich culture
activities. Undoubtedly, innovation is able to generate sustainable increase and offer
extra value for clients.
By looking through hu' article, it show clearly that the article is about the definition
and impact of a great innovation, conducted by Knowledge management (KM),
Knowledge Sharing (KS), Service Innovation Performance (SIP) and Team Culture
(TC) (Hu, Horng and Sun,2008). Among them, KM means a kind of social process,
which has several social and cultural elements. KS is an extremely essential section in
KM, which has a obligation on conducting the knowledge. Hu thinks that the
knowledge may be beneficial for the company. TC is a vital factor decides whether
company will succeed.
By questionnaire methods, Hu' article aims to prove TC and KS how to conclude a
positive impact on sip, while the performance of team culture is based on condition
of knowledge management and sharing. However, there are not enough literatures
about SIP in the tourism and hospitality sector, but also the empirical of the

relationship between SIP and KS are few, which creates a great trouble to the
progress of hu' work. For providing contentions in future researches, she thought up
plenty of tests on hypotheses.
Toward the innovation strategies, hu has made efforts for the research. Initially, Hu
affirms the importance of KS, because employees can promote their performance and
service by interactions and communications. That is crucial to achieving increased
customer satisfaction and high quality of service (Bouncken, 2005). Therefore,
successful KS is equivalent to improve service quality. Next, TC can affect innovation
strategies, too. By the analysis of hu, the article concludes that excellent KM results
in outstanding TC. Hence, team culture can advance the SIP.
From the piece of writing "Seeking the "Ultimate Hotel Experience" ", it is known
clearly that the author may express the wind of change of the hotel industry through
four parts, including experience economy, guest's evolution, new stylish hotels and
operation of hotels respectively.
In the first part, an experience has become a product which is able to leave behind a
valuable memory to customers. The experience means, customers get a feeling of
living at home, while they stay in hotel. Besides, this kind of experience should be a
very personal one. In other word, the hotel replaces of the home or helps individuals
escape from the common routine. Sometimes, customers will be satisfied, and then
they will come again, if the emotional stimulation from the hotel outweighs the
expectation. Also hotels can create the sensorial stimulation by designing the
lighting, layout, sound, decoration, and atmosphere.
The guests' evolution is obviously concerned, since tourism information is rich,
leisure time is augmenting, disposable income becomes more and awareness of
enjoying is enhanced. With the progress of economy and society, individuals have an
increasing high taste in the leisure. For example, according to Poon (Klumbis, 2005)
established that 'new' tourists are more experienced and more educated, more
destination- oriented, more independent, more flexible, and more environmentally
conscious. At the same time, governments and some enterprises pay more attention
to the area than ever before.
Thirdly, new stylish hotels arise continually in recent years. It aims to meet personal
fulfilment, identity enhancement and self-expression (Cho and Fesenmaier,
2001.).For instance, boutique hotels are becoming extremely prevalent in recent
years, while it, in terms of innovation in hotel industry, is also a successful case.

Besides, the boutique hotel frequently offers fashionable facilities, and layouts of the
rooms are elaborate and great original. These factors indicate an excellent taste.
Hotel guests tend to take boutique hotels as a stylish site for the reason is that they
are willing to pay premium room rates for (Binkley, 1999). Also, consumers take
hotels as a platform where they can communicate with others who have same-mind
group. Hence, modern hotels are to do what is related with this.
Lastly, operation of hotels should commence to build brand loyalty through the use
of names, logos, and ad slogans (Schmitt.1999). The core works of hotels are about
how to fulfil and suit customers' requirements. Not the hotels should administer the
information exchange, but also match clients to experiences. Besides, hotels need to
approve the market position. The employee is an executor of hospitality, which can
serve and face the customers directly. Klu raised it is a essential problem for
operation of hotels how to motivate and train employees' rank in service. More
specifically, the first one is that every employee should acquire a consultant skill to
reply clients, subsequently; it is to deal with complaints from the customers quickly
and appropriately.

There is a kind of innovation that cannot be ignored--- internet. It is known

universally that internet have transformed lifestyle of human being. The customers
can search information and find which hotel is more suitable for them, while hotels
can show up characters and advantages by internet. "The cases selected show a clear
relationship between the adoption and implementation of the Internet and the
development of new products services or ways of doing business. Here, innovation
relates to the development of customer relationships to provide long-term business
benefits and easier experiences for the customer. (Martin, 2004, p84) " . At present,
several industries may be affected deeply by the internet which has been utilised
broadly in almost every sector of firms. Initially, it is able to improve the efficient
administration of the hotel. For instance, the hotel can set up a system of net aiding
for their route operations. Except for that, it integrates transportation and tour
attractions and hotel industry, which is convenient for customers. On the other way,
ones can surf the site every day and choose and compare their travel way, while
hotels can get informative feedback on web. By means of the way, customers and
hotels create a series of interaction and humanization. Finally, the internet could also
show a great deal of useful information for customers and hotels.

The innovation is based on meeting new requirements of customers who become

more sophisticated. Before that, hotels need to make loads of researches about
information of customers to analyse. That require great cost of labour power and
capacity, however, it is uncertain that the final conclusion is satisfied. Since there is a
fact is accepted broadly that, the essence of the innovation far less significant
outweigh the effectiveness of the hotel of staffs' education and human property
administration, firm culture and guarantee to the service. The innovation should be
matched to the targeted market is, rather than being equipped with the extravaganza
devices blindfold.
In conclusion, under the background of fierce market, the innovation is a tendency
and is a kind of indispensable power for maintaining competitive and sustainable
profits in the hotel industry. Overall, the innovation deprives from excellent team
culture. In the meanwhile, it is still decided by KS and KM. On the other side, hotels
companies will constantly recreate value and provide the ultimate in individualized
service (Olson and Connolly, 2000). Hu' article emphasizes the internal factor of the
hotel, such as KS, KM, SIP and TC. By contrast, Klumbis' one concerns the external
factor of the hospitality, including experience economy, guest's evolution, new stylish
hotels and operation of hotels respectively. As long as individuals are progressing,
the innovation of hospitality never ceases. In addition, technology power is rather
important, both of hotels and customers profit from the internet. in future, the hostel
industry becomes much more market segmentation, while team culture is more
focused on.