Hotel Image

Paper Summary:

This paper examines how the hotel industry uses the concept of image to provide a concept that sets a specific property apart from a competitor. The paper attempts to prove that the value of a hotel image depends on how well guests are satisfied and how high service measures as well as how well management has hands-on strategy to correct weaknesses and strengthen advantages. The paper concludes that a hotel's image is based on the values created by customer loyalty because of higher-than-anticipated service.

Outline:
The Basic Concept of Image and its Marketing
Value and Service as Keys to Image
Differentiation of Image by "Perks"
Image Theory
Image Types
Pricing as Part of the Image
Service as Image (and Vice Versa)
Some Image Conclusions

From the Paper:

" There are many concepts of what value is- for some products it is reliability and long-lasting qualities. For retailers, it is a reputation of fair dealing and pricing. "Value is typically defined as the total savings and satisfaction that a customer receives from a product that they purchase" (Shoemaker 273). In the hospitality industry, "savings" may be a distant second to "satisfaction." In fact, Steed and Gu (2004) claim that customer loyalty may mean these customers will accept higher prices. That is from the researchers' point of view. Customers may see high pricing and the expectation of greater value and satisfaction slightly differently: "If you are paying big bucks...you expect more in the way of service" (Parasuraman, Berry & Zeithaml 40). In other words, image must be backed by results, and those results are centered on customer satisfaction- not partial but complete satisfaction."

Sample of Sources Used:

• Avila, Oscar: "Housekeepers feel swamped as hotels pile on amenities" Chicago Tribune (via Knight-Ridder/Tribune News Service), August 22, 2005
• Boom, B. H. and Bitner, M. J. : "Marketing Strategies and Organizational Structures For Service Firms" Washington State University, School of Business and Economics (1980)
• Fojt, Martin: "Putting your money where your mouth is" Santa Barbara CA: Journal of Services Marketing vol. 9, iss. 3 (1995).
• Gelbart, Maurice:: "Retirees are leading the improvement in tourism" Philadelphia Inquirer, Oct. 23, 2001
• Lenz, Cathy A. Canino, Linda and Lommanno, Mark: "Why Discounting Doesn't Work: The Dynamics of Rising Occupancy and Falling Revenue among Competitors" Ithaca NY; Cornell University School of Hotel Administrtation vol 4, no,. 7 (2004).

More papers on Hotel Image:

• Article Review # 69992 : "Brand Management in the Japanese Hotel Industry "
• Analytical Essay # 22678 : "Employee Turnover Rates of Hotels and Restaurants"
• Term Paper # 148348 : "Hard Rock Cafe"

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