variability in tourism example

Marketing Tourism and Hospitality pp 33–61 Cite as

Characteristics of Tourism and Hospitality Marketing

• Richard George 2  
• First Online: 09 May 2021

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This chapter explores the characteristics of tourism and hospitality marketing. It begins with a discussion of the difference between services marketing and manufacturing marketing. The chapter then reviews the characteristics that make the marketing of these services different from the marketing of other products. These include intangibility, inseparability, variability, and perishability. Further, this chapter looks at the various marketing management strategies for tourism and hospitality businesses. It examines some of the marketing approaches, such as the to address the unique challenges facing the marketer. Finally, the characteristics of tourism and hospitality marketing are applied to low cost carrier Wizz Air.

• Intangibility, Inseparability, Variability
• Perishability
• Extended marketing mix, Services marketing triangle
• Service encounter
• Seasonality

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George, R. (2021). Characteristics of Tourism and Hospitality Marketing. In: Marketing Tourism and Hospitality. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-64111-5_2

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DOI : https://doi.org/10.1007/978-3-030-64111-5_2

Published : 09 May 2021

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