Furthermore, this study has some hypothetical implications. Fotiadis et al (2004) and Vassiliadis, Fotiadis, and Hatzithomas (2004) propose that employees must be confronted as one of the mainly significant sources of communication in the tourism industry as they manipulate in a huge degree customer approach, behaviours and discernments in sense of hospitality enterprises. Likewise, facilities should not be assess as a negligible source of messages, as they comprise a feature that affects the option of a hotel enterprise and it is a essential concern of as a minimum UK hospitality firms, the current study.
Besides, Shostack (1985) explains an overhaul meet not only as the interface with the staff, but also as all contacts with diverse constituents for example physical facilities, facility systems and other consumers. Therefore, it is recommended that facilities are an important foundation of messages and consequently should be designed methodically by hospitality enterprises.
In addition, facilities and elements of messages that effect from employees (personal sales, rumour and employees’ performance and service of customers) (Vassiliadis, Fotiadis, and Hatzithomas 2004) should comprise a nucleus that would be the basis of motivation for every message strategy. At last, this study revealed the understandable difference between insubstantial services and concrete products. Certainly, planned sources of messages are the mainly important basis of messages vis-a-vis tangibles brands, so long as customers do not come transversely employees and services of the enterprises that create these products.
The UK hotel industry is made up of several key players, including: • Boutique Hotels • Mid-range Hotels • Budget Hotels • Bed and Breakfast “Boutique Hotel” differentiates itself from larger chain or branded hotels by providing an exceptional and personalized level accommodation, services and facilities. Mid-range Hotel is а standard room with added facilities, commonly classified with 3 or 4 stars. Budget Hotel is on the whole purpose-built, branded accommodation unit with а minimum of 50 rooms and standard low prices.
Individual units are often known as lodges, inns or – less commonly now – motels. Bed and Breakfast is а private residence, several rooms of which are set aside for overnight guests whose paid accommodations include breakfast. (Knowd 2006 24-42) There is always strong competition among the key players within the UK Hotel Industry. From the Smith Travel Research where the grand demand for the Residence Inn was at 30% and the supply was only at 8%. The Marriott PLC has developed а new category called “Residence Inn” to adapt this large market demand.
UK middle market hotel brand, Thistle, is launching а luxury global sister – Guoman, which is set to spread globally. Whitbread has made the decision to reduce their exposure to (and ultimately exit from) the full-service hotels sector where they are the UK operators of the Marriott brand, due to the low returns from this franchised business. The company also acquired Premier Lodge from Spirit Group for £ 505 million, and combining Travel Inn and Premier Lodge and marketing them to the UK consumer under on brand.
Hilton International has outlined an aggressive e-commerce strategy since 2002 to build а series of Web sites for its largest markets including the UK, Germany, and Japan. In the procedure of marketing of the products, decision making is some what the marketing strategy, planning based on the singles decision after combining the several decisions at one place. In order to make the future planning and to top launch the hotel, which is new to every one how it is done will be shown by the use of different techniques by the management system.
Hotel marketing needs certain tools to produce in the market, because the launching of the hotel is into an easy task to market. It needs the overall attention of the management on one of the decision to introduce the product in to the market as the large number of competition also exist in this type of marketing too. (Thomaselli 2007 4-46) After the long method of product making in the production process and the huge cost on production, another thing which comes towards the major area acquiring in the marketing strategy is the research, by producing the new thing is not the simple task for the organization.
In case of hotel marketing, it is very hard for the marketing strategy planners. To produce that type which is not similar to others for these reasons, they visit many places and note down the other hotels processes like their services, their management system, and their productions and try to introduce those things, which they saw at other areas in to that area which is lacking that type of hotel. This can only be done through the use of analysis over the consumer behavior. The consumer behavior towards the product is very important.
This also requires the research team to go and find out the different things exist in the consumers behaviours and analyze everything full before going to introduce some new things in to the market. (Wagen 2002 11-33) The product concept in marketing includes the sale of product. It includes the product pricing, product placement and the promotion of the product. The marketing of product also needs various ideas to introduce. The product in to the market many organizations use variety of ideas, i. e.
to price the product and pricing can be done after getting the full analysis of the market. Product marketing is that type which deals with more important task of marketing, then the management of the product. So the product marketing and product management are also two of the different projects to explain. Product management is that type of process which deals with the management of the product, for example, the management of different areas in product production. It includes the production of different products within the organization.
It is the first process in the organization in management system of the products. After this process, the product marketing concept appears in to the market. Product marketing needs the marketing communication а good market strategy for launching the new products in to the market and the overall good analysis of the market to introduce the new product in to the markets. Pricing is also the main pillar of marketing strategy. It involves in the various systems to introduce the product price, such as to have an over all revue of the products production in to the company.
Then afterwards go to price the product, product pricing can also be done after the analysis of the different products of other organizations. (Knowd 2006 24-42) Selling in to the market for attracting more buyers, there are various techniques to be used in marketing of the product. It considers the product demand in the market, and then to price the product. If demand is very low, try to decrease the product price in order to increase the demand from the consumers. Pricing of the products involvers different concepts, i. e.
, like the main objectives of pricing, why to use the high price or the low price and the use of that price, which will be helpful in future to increase the demand of product. It involves various ideas if pricing the product of single item like the psychological effects, pricing the products, the use of product discrimination and many more concepts in order to introduce the produce price in to the market. The placement of the product in to the market includes the whole sale and the retail methods to use for the product placement.
It would be done after taking the clear analysis of the market, and different products also the consumer’s demands for the product in to the market. It includes the distribution of the product which depends on the sale of the product. Sales of the product should be similar to the product placement with other companies or it is the different methods to lace the product in to the market. The decision about single and double product selling in to the market includes the placement of product in to the market.
It includes the channel of distribution the whole chain to use in the distribution process and the function of every person to use in the product placement in to the market. (Mill 2005 117-28) The marketing mix strategy also includes in it the product promotion. It involves various ideas used to promote the product in to the market. This process involves the various channels of promotion of product in to the market that the marketing of the product involves. This concept is very common for marketing of any product in to the market.
Various companies use large number of different concepts to introduce new products. They use ideas from the market planners to promote the products by introducing different selling schemes. It can be done by using the media help use of those ways of communication which are more nearer to the consumers observations and their sights the use of attractive items to attract once eye of the consumers n order to promote the product in to the market. (Wagen 2002 11-33)