Assignment — Essay Example
A conceptual essay on experiential nature of tourism and hospitality marketing
Tourism is defined as the act of receiving and accommodating visitors as well as entertaining them as well as other related tour operations (Yeoman 2012, p.55). Hospitality is welcoming visitors warmly and entertaining them. Marketing is the passing of information from a company to consumers. Experiential marketing is a form of marketing where customers are actively involved in the company’s activities unlike being receivers of information (Alistair 2006). This essay will demonstrate the experiential nature of tourism and hospitality marketing and its importance in tourism and hospitality sector.
Experiental Nature of Tourism and Hospitality Marketing
According to (Yeoman, 2012), tourism occurs when one is out of the usual environment of living. In experience economy a marketer is supposed to involve the tourist in getting the maximum satisfaction he/she needs. Satisfaction is a result of giving more than the tourists’ expectation. After getting the basic needs that don’t satisfy an individual, people go for excitement factors and finally for the hybrids. According to Pine (1998), tourists will always compare services they got from the dissatisfiers with the hybrids. If the performance is high in terms of satisfaction they will be satisfied. Memorable events got by tourists become the product of a tourism business. This will make more tourists admire to get their satisfaction from the area they had travelled to recreate. Economic value progresses from extract good moving to manufactured goods, deliver services and finally to stage experiences. Stage experiences are the most expensive and derive the highest satisfaction to the tourists or consumers of the services delivered (Ryan 1991).
According to Joseph (2011), having involved in an event makes an individual like or hate the situation. Tourists can visit somewhere or never visit again due to their past experience of the place. The way tourists are treated makes them come back or never return. Experience may boost the tourism business or fail altogether. Experience in tourism help tourists to achieve the four realisms of an experience (Sundbo 2008). These are: education, esthetic, entertainment and escapist. Tourists always compare his home culture with the host culture. Through experience if the host culture is better the tourist will feel secure and like to visit the place another time like Hilton Sydney Hotel. According to Inskipp (2008), a tourist mind has elements that govern where to visit. The beliefs of a tourist are always directed by the experience he/she got from the place of visitation.
Joseph (2011) says motivation to visit is determined or shaped through experience of the home away from home he/she got or visited. How is the tourist affected by the environment where he/she visited? This will make the attitude of the tourist, either to like or dislike the place where he visited (Yeoman 2012). Experience is the basis of any tourism business success. Emotions of the tourists are set through experience, the better the experience the more tourists that the tourism sector in any country attracts. According to Lorentzen (2015), through experience, a tourist’s expectations will be met and satisfaction derived from the hospitality offered by the host environment. Services offered by a tourism firm are intangible, inseparable, variable and can perish. If the experience by the tourists is good, these services will make more customers to visit and consume the services.
Experiential marketing encourages consumers to participate in the betterment of the services they receive from a firm (Julie 1996). In tourism and hospitality sector, it is preferred that providers of services or marketers involve customers in order to know their experience. Does the visitor get maximum satisfaction? This question will be answered through experiential marketing. The people element of marketing mixing is very applicable in the tourism sector. These people are the employees as well as the customers. Employee’s performance and attitudes contribute significantly to the customers’ experience (Bernd 2000). They constitute the internal marketing of any tourism and marketing firm. They must engage customers who help to build the external marketing of the same firm for example at Travelodge hotel in Sydney. The interaction between employees and the customers determines the company’s success. At Travelodge Hotel in Sydney and as per experiential marketing, employees are looked as internal customers. Their satisfaction translates to the customer’s satisfaction and this brings success to the firm (Inskipp, 2008). Recruiting able and committed employees as well as retaining them creates a good image of a firm and therefore attracting more customers. Their culture, centered on integrating customers as they make decisions and solve customers’ problems promotes the firm’s success. The front office employees should be polite, efficient, respectful, friendly, empathetic, cheerful and tactful in all what they do to satisfy the customer (Lorentzen 2015). Through this strategy, the firm’s profitability increases due to customer’s loyalty to it. Customer’s interaction is a part of their experience. If they are well integrated in tourism their expectations will be met and they will influence others.
In conclusion experiential marketing in the tourism and hospitality sector aims at integrating customers in the running of a hospitality firm to leap to the highest as well satisfy the customer (Bernd 2000). Experience of customers makes them make decisions on where to visit and must be put into consideration when marketing any firm. Both employees and customers of a tourist and hospitality firm play an important role in experiential marketing and they should be considered when making any decision in a firm (Lorentzen 2015).
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