Integrating Customer Focus Across the Firm by Wilson, Zeithaml, Bitner and Gremler uniquely focuses on the development of customer relationships through quality service. Reflecting the increasing importance of the service economy, Services Marketing is the only text that put the customer's experience of services at the centre of its approach.
University, Rohtak, Haryana, India. ABSTRACT Traditionally, marketing is considered as hurdle for sustainability not only for tourism industry but also for other industries including manufacturing and trading. The present paper discusses that how elements of marketing mix can be used to develop sustainable tourism.
Based on secondary data, the paper is aimed to discuss all elements of marketing mix and their role. Findings suggest a balanced approach in interests of all direct and indirect stakeholders can help in sustainability.
Sustainable tourism, marketing mix, 10 P, suggestions. Survey literature provides alternate in form of sustainability. Sustainable tourism has become an ideology, a concept, a philosophy, a process, a political catch phrase or a product Wall, It should have ability to reduce the adverse impacts and simultaneously should able to create value for tourists Polonsky et al.
The element of Marketing mix initially given by McCarthy were product, price, promotion and place while three more were added participants, process and physical evidence, proposed by Booms and Bitner and later on Morrison added three more i.
These ten available elements of marketing mix for tourism industry when mixed with principles of sustainable tourism UNWTO s raises following enquiries: Whether marketing mix element will conserve built and living heritage, respect it and promote cultural understanding.
Whether tourism development using elements of marketing mix will be able to distribute economic returns in balanced manner among all direct and indi4rect stakeholders for long term or not and how? How does marketing mix will make optimum use of resources for conservation of biodiversity?
This paper with above three objectives uses data form secondary sources i. It provides a critical evaluation of all elements of marketing mix and their role for promotion of sustainable tourism. Marketers working for industry have little control on public goods. Unfriendly residents, visual disturbances at destinations and untidy streets can t be managed tourism industry but partnership between public and private sector can ensure collaboration for providing better quality of services to tourists on sustainable basis.
Consumer awareness will be a support under these circumstances. The other objective of promotion can be reducing negative environmental and socio-cultural impacts by participation of residents in order to sustain tourism for longer time. Buhalis, stated that a suitable communication strategy should support destination authorities to convey their message and promote environmentally friendly practices locally.
Social media can be an extra support for the purpose. A strong motivation should be promoted for reduction of carbon foot printing. All rights reserved 3 Participant: This element of marketing mix can be explained as all human actors who play a part in service delivery and thus influence the buyer s perceptions: Role of participant in sustainable tourism development is, therefore significant.
It is also stated as the environment in which the service is delivered and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service Zeithaml et al.
Buhalis stated that sustainability is important component of destination image and significant tourist traffic trend is towards to more environmental friendly areas in contemporary. Contemporary trends of digital booking, environmental accounting, use of solar energy, transport mode of low carbon emission and recycling are some of examples.
Packaging supports organizations to differentiate their products from rival companies and to control demand. By using sustainable approaches, companies can improve their images, credibility and reliability but only with the association of same-minded stakeholders.
These events can create infrastructural thrust on destination by implementation of carry capacity concept McCool and Lime, Partnership can play very effective role in creation and maintenance of sustainable tourism.The PowerPoint PPT presentation: "Services Marketing Integrating Customer Focus Across the Firm Zeithaml, Bitner," is the property of its rightful owner.
Do you have PowerPoint slides to share? If so, share your PPT presentation slides online with kaja-net.com Services Marketing: Integrating Customer Focus Across the Firm / Edition 7 SERVICES MARKETING, 3/e, by Zeithaml and Bitner provides a comprehensive review and analysis of services marketing issues, practice, and kaja-net.com: $ "Services Marketing, 4/e", by Zeithaml and Bitner provides a comprehensive review and analysis of services marketing issues, practice, and strategy.
Utilizing the GAPS Model of Service Quality as an organizing framework the structure of the text offers part openers that . Subsequently, many fitting ideas are generated, filtered by their viability and economic feasibility (Zeithaml et al., ), and then expanded into service concepts, including information on the required service system and the customers' needs that the ideas fulfill (Kim and Yoon, ).
Booktopia has Services Marketing, Integrating Customer Focus Across the Firm by Zeithaml. Buy a discounted Hardcover of Services Marketing online from Australia's leading online bookstore. kaja-net.com: Services Marketing: Integrating Customer Focus Across The Firm: 4th Edition: The text has some highlighting, has a small torn area on the back cover and a Used stamp on the outer page edges.
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