农产运销学休闲产业行销.ppt

1、a,1,農產運銷學14. 休閒產業行銷,授課教師：國立臺灣大學農業經濟學系 雷立芬教授,本著作除另有註明外，採取創用CC姓名標示非商業性相同方式分享台灣3.0版授權釋出,本課程使用教材為 Kotler, P., J. T. Bowen, J. C. Makens. Marketing for Hospitality and Tourism, 5th Edition, Pearson Education, Inc. 請讀者自行準備,a,2,Outline,Hospitality and Tourism Service Characteristics Intangibility, insepara

2、bility, variability, and perishability Management Strategies Differentiation, service quality, resolving customer complaints, tangibilizing the product, employees as part of the product, perceived risk, capacity and demand Experience Economics Agritourism,a,3,Hospitality and Tourism,Hospitality indu

3、stry made up of those businesses that do one or more of the following: provide accommodation, prepare food and beverage service and / or entertainment for travelers Tourism: a stay of one or more nights away from home for holidays, visits to friends or relatives, business conferences, or any other p

4、urpose, except such things as boarding, education, or semi-permanent employment,a,4,Service Characteristics,Figure 2-1 Four service characteristics,資料來源：Kotler, P., J. T. Bowen, J. C. Makens. Marketing for Hospitality and Tourism, 5th Edition, Pearson Education, Inc. p.42,a,5,Intangibility-1,Service

5、s cannot be seen, tasted, felt, heard, or smelled before purchase. prior to boarding, airline passengers have nothing buta ticket they just leave and never come back When a customer does complain, management should be grateful. it gives them a chance to resolve the complaintand gain the customers re

6、peat business Most complaints come from loyal customers who want to return, but they also want management to fix the problem so it will not occur on their next visit,a,26,Resolving Customer Complaints-5,Managers must develop methods to encourage customers to complain. customer hotlines encourage cal

7、ls about problems comment cards encourage customers to discuss problems trained employees can look out for guests who appear dissatisfied and try to determine their problems a service guarantee is a way to get customers to complain; to invoke the guarantee, they have to complain Customer complaints

8、are one of the most available yet underutilized sources of customer and market information,a,27,Tangibilizing the product-1,Promotional material, employees appearance, and the service firms physical environment all help tangibilize service. a hotels promotional material might include a meeting plann

9、ers packet, photographs of the hotels public area, guest rooms, and meeting space A banquet salesperson for a fine restaurant can make the product tangible by taking pastry samples on morning sales calls. this creates goodwill and provides the prospective client with some knowledge about the restaur

10、ants food quality,a,28,Tangibilizing the product-2,The salesperson may be the prospective customers first contact with that business. one who is well groomed, dressed appropriately and who answers questions in a prompt, professional manner can do a great deal to help develop a positive image of the

11、hotel Everything about a hospitality company communicates something,a,29,Tangibilizing the product-3,Managers work hard provide their guests with positive reinforcement, and physical evidence thatis not managed properly can hurt a business. Negative messages communicated by poorly managed physical e

12、vidence include: signs that continue to advertise a holiday special two weeks after the holiday has passed signs with missing letters or burned-out lights parking lots if it goes badly, she may be blamed in arranging the meeting, the salesperson has to trust the hotels salesperson Good hotel salespe

13、ople alleviate client fears by letting them know they have arranged hundreds of successful meetings,a,33,Perceived risk-2,A way to combat concern is to encourage the client to try the hotel or restaurant in a low-risk situation. hotels and resorts offer familiarization (fam) trips to meeting planner

14、s and travel agents airlines often offer complimentary flight tickets because they are also interested in creating business fam trips reduce a products intangibility by letting the intermediary customer experience the hotel beforehand The high risk people perceive when purchasing hospitality product

15、s increases loyalty to companies that have provided a consistent product in the past,a,34,Capacity and Demand-1,Corporate management is responsible for matching capacity with demand on a long-term basis. unit managers are responsible for matching capacitywith fluctuations in short-term demand Manage

16、rs have two major options for matching capacity with demand: change capacity or change demand. airlines swap small aircraft for larger aircraft onflights that are selling out faster than normal if a larger plane is not available, they can reduce demand by eliminating discounted fares & charging a hi

17、gher fare,a,35,Capacity Management,Involve the customer in the service delivery system Cross-train employees Use part-time employees Rent or share extra facilities and equipment Schedule downtime during periods of low demand Change the service delivery system,a,36,Demand Management,Use price to crea

18、te or reduce demand Use reservations Overbook Revenue management Use queuing Shift demand Create promotional events,a,37,Revenue Management,Managers are using price, reservation history, and overbooking to develop a sophisticated approach to demand management called revenue management. The concept g

19、rew out of yield management, which was introduced in the 1980s. it is a methodological approach to allocating a perishable and fixed inventory to the most profitable customers To maximize RevPAR (revenue per available room) To maximize revenue per available seat (RevPASH,a,38,Use Queuing,David Maist

20、er, a service expert, provides the following tips for the management of a waiting line: Unoccupied time feels longer than occupied time. entertainment parks have characters who talk to kids in waiting lines, occupying time making the wait pass faster restaurants send customers waiting for a dinner t

21、able into their cocktail lounge, to make the time pass more quickly Unfair waits are longer than equitable waits. guests can become upset and preoccupied with a waitif they feel they are being treated unfairly the service provider must make vigorous efforts to ensure waiting rules match with the cus

22、tomers sense of equity,a,39,Pine, J. and J. Gilmore. “Welcome to the Experience Economy,Economic Distinctions,a,40,體驗經濟學,消費者參與度兩大極端：一為消極旁觀、不想直接影響體驗的結果，如音樂會的觀眾；另一端則是積極創造個人經驗，如志願上場當魔術助手的觀眾。 環境關連性指的是消費者吸收經驗，如在家觀看探險性電視節目；或是消費者沉浸在經驗中，譬如到主題樂園玩虛擬實境遊戲,a,41,a,42,體驗經濟學,娛樂性體驗是讓消費者消極地吸收經驗；想要感受 (want to sense) 。

23、 教育性體驗讓消費者積極參與以吸收經驗；教育性體驗:想要學 (want to learn) 。 脫離現實性體驗的消費者積極參與並且沈浸在經驗；想要做 (want to do) 。 唯美性體驗的消費者以旁觀者的角色沈浸在經驗中；想要在現場 (want to be there),a,43,Agritourism,a,44,Agritourist Products and Services-1,Agri-Accommodation Farm stay Cottage stay Agri-motel Self-service beds Agri-camping Special agri-hotel s

24、ervice Agri-Food service Home meals Picnic in the fields Canteen Restaurants,Primary agritourism Observation of manufacturing process Participation in manufacturing process Walking and riding educational tours Farm zoo, safari Direct sales Farm products Pick you own type sales Farm and enterprise sh

25、ops,a,45,Agritourist Products and Services-2,Agri-recreation Holiday recreation (long stay) Weekend recreation Holiday stays (New year) Agri-sport Walks, cycling, hikes Horse riding Hunting Fishing Sports requiring large space (BMX bikes, paintball) New-generation area games (Live-action role play,Agritainment Visiting parks and gardens Maize and soya mazes Agri-therapy Animal-assisted therapy Aromatherapy Horticultural therapy Specific diets Mini-health resorts Cultural tourism Historic farms Historic villages Museums of folk art and agriculture Folk family