HOSPITALITY LEADERSHIP AND MANAGEMENT

Hospitality Leadership and Management



Hospitality Leadership and Management

Introduction

There are wide applications of the brooksbank's model in the marketing communication planning. The brookbank's model has the vital implications for the hospitality industry. Marketing services is the development, promotion and implementation of services, aimed at identifying and meeting the specific needs of customers. The main task of marketing services is to help customers evaluate the company and its services. Looking at the market as a key marketing management concept in tourism and hospitality, it should be noted that tourism in their main characteristics is not fundamentally different from other service industries, so all the substance of modern marketing services can be fully applied in the tourism and hospitality (Douglas, John, Emma &Alexandra, 2009).

Globalization has increased tourism and revival of local culture and traditions. Globalization shows the effects of increase technology through capital, labour and information. The cycle of globalization increases the tourists' activities and develops various destinations to promote the cause of tourism. It affects the tourism by establishing competitiveness and provision of more awareness and information. In modern hospitality, nowadays consumers have various preferences and demands. Consumers prefer full-service restaurants to visit more than once weekly. Studies conducted show that men visit restaurants more than women do (Moscardo, 2006). Demographic factors such as age and income influence the frequency of the visits by consumers. Ethnic foods like Chinese, Mexican and Italian are now considered as mainstream.

At the same time, tourism has its own specifics, which distinguishes it from other forms of production and trade in services. Globally, tourism is the result of the offer of tourism product. In fact, the tourism product is the ultimate services that meet particular needs of tourists and be paid by them.

The brief analysis of the brooksbank model reveals that tourism product along with the general characteristics of the services has its own distinctive features. First, the demand for tourism services is extremely elastic in relation to income and prices, but much depends on the political and social conditions. Second, due to seasonal fluctuations in demand there is so-called phenomenon of saturation. As a consequence, can be distinguished clearly marked tourist zones. Third, the supply of tourist services is different inflexible production. They can only be consumed in the place of their production. Hotels, airports, recreation can not be transferred at the end of the season in a different region. They can not fully adjust in time and space to changes in demand. Fourth, tourism product created by the efforts of many businesses, each of which has its own working procedures and the specific needs of various commercial purposes. Fifth, it can be achieved with high quality tourism products available even minor flaws, since the very tourist service consists of the smallest detail and fine details.

These specific features of tourism product have a significant impact on tourism marketing. As there is no single definition of marketing as a whole, and there is no single interpretation of tourism ...