This book is a grand probe into the dynamic and evolving nature of strategic marketing in the hospitality and tourism industry. Strategic dimensions of marketing are presented and Internet is treated as an important part of the strategic marketing iceberg to promote a hybrid marketing stance by incorporating traditional marketing techniques. Multiple components of marketing are identified to formulate a strategic online marketing model that is resilient and holds potential to adapt as contemporary environments change. This book is unique in that it proposes a broader treatment of online market

An approachable, accessible student introduction for those studying hotel and hospitality management and hospitality studies more generally.

This e-book addresses some of the ways of encouraging responsible hospitality and tourism business development and it provides a fascinating review of the advances occurring in both developed and developing economies.

While economy or budget hotels have been popular in western countries since the end of the Second World War, they have only emerged as a sector in their own right in China since the mid-1990s. Indeed, as a new service industry sector, economy hotels in China demonstrate important characteristics which can be used to illustrate and help explain China's current economic progress more generally. This book provides a comprehensive overview of the economy hotel sector in China. It covers macro-level social-cultural, economic, environmental, geographic and development issues, alongside micro-level c

Preface Acknowledgements Organizing committee Hospitality managementThe contribution of internship in developing industry relevant management competencies among hotel and tourism management students A.H. Ahmad Ridzuan, N.C. Ahmat & A.A. AzdelAn examination of current compensation and performance appraisal practice among hotel employers in Malaysia: A preliminary study J. Lahap, S.M. Isa, N.M. Said, K. Rose & J.M. SaberSix Sigma as a source of service delivery improvement methodology for the Malaysian hotel sector J. Lahap, B.

Hospitality and tourism managementSustainable approach of fishing tourism in Kenyir Lake M.A. Alias, N.A. Ahmad, M.A. Ahmad & F.H. Muhammad SafriAn overview of Yield Management practices among the front office employees in five-star hotels D.A.A. Mohd Asri & N. SumarjanWork motivation and job satisfaction of middle level management at five-star hotels in Kuala Lumpur M.F. NurDalila, S.M. Radzi & Z. OthmanCorporate Social Responsibility (CSR) activities, brand image and hotel guest retention N.Z. Othman & M.A. Hemdi

This book is very useful for it is not just 'descriptive' in its nature, but 'prescriptive', too. It is descriptive in the sense that it describes the process of developing or using a metric in a problem situation, and prescriptive as it clearly prescribes how a beginner can put the theory into practice. In this globalized economy, maintaining quality of products and services has been the thrust area of interest among academicians and practitioners. Today, there are quite a good number of books and research articles available. Nevertheless, service quality measurement has always posed problems, particularly in the context of service industries due to the difficulty in the measurement of the intangibles and implied needs of the customers. The research literature is filled with articles on how to quantify the services, and there are several streams of arguments on the choice of the most ideal approach. However, the research gap lies in the answer to the question: 'Do these measurement instruments concur in their measurement outcomes or do they give different results in the same situation?' This book primarily makes an attempt to answer this question through a case study approach. Even though, there are several instruments for the measurement of service quality, the two most widely used instruments are SERVQUAL and SERVPERF metrics. Comprehensively, this book explains the systematic procedure of using both, the instruments in a service sector, and further, the procedure for conducting a statistical analysis so that one will be able to apply the same in any service sector. It then takes the reader through a series of tests in order to compare the two metrics, and to prove statistically if there is the same outcome in a problem situation. The results are sure to surprise the reader, and trigger the "research bent of mind" to undertake a similar study of such metrics and gain mastery over performing an independent research with very minimal guidance from a professional guide. To conclude, this book is sure to provide adequate inputs for a service quality researcher, and answer various questions wriggling in the mind of a beginner of service quality research such as: How shall I start with service quality measurement? How to collect data? How to select a sample? How to conduct a literature review? How to analyse the data? What research methodology is applicable? How to build hypothesis on my research? How to use statistical procedures? How to present the findings? How to draw implications from the study results?   Biographische Informationen Lewlyn L.R. Rodrigues has 27 years' experience in teaching, research, and administration in several countries. He has successfully guided two students for their Ph.D., and is currently having ten Ph.D. students working under his supervision at Manipal University, India in diversified areas, such as knowledge management, innovation and technology management, manufacturing, service quality, and system dynamics. The author has published a book on system dynamics, entitled 'theory and case studies', about 120 papers in journals and conferences, and won several best paper awards. Moreover, he is a reviewer of several journals, including the 'Journal of Knowledge Management Practice', the 'South African Journal of Management Research', the 'European Modelling' and the 'Simulation Symposium'. The author holds a B.E. in mechanical engineering, an MBA in human resource and quality, an M.Tech. in production engineering, and a Ph.D. in system dynamics. Rodrigues is the professor and head of the Department of Humanities & Social Sciences at the Manipal Institute of Technology, and may be contacted at l.rodrigues@manipal.edu. Girish K Nair is a lecturer in the area of finance and economics in international hospitality and tourism and business management at the Stenden University, Qatar. He is pursuing his Ph.D. in economics, and further, he is a researcher in diversified fields, such as human resource management, international finance, economics, and marketing and strategic planning. Nair can be contacted at gknair7474@yahoo.com. Anisa Hussain has an MBA in human resource and systems, and an M.Phil. in management. She is currently pursuing her PhD in organizational citizenship behaviour, and is an assistant professor at the Jamal Institute of Management, Trichy, in India. The author has about 60 papers published in conferences, and 34 publications in journals. She is a very versatile researcher who has expertise in knowledge management, technology management, innovation management, system dynamics modelling and simulation with an in-depth knowledge in statistical analysis. Anisa may be contacted at anisa.akh@gmail.com. Dr U Syed Aktharsha holds a PhD in knowledge management, and is teaching information systems at the Jamal Institute of Management. He is an active researcher on strategic issues of information systems, and has various works published in most reputed journals in India and abroad. He is responsible for around 145 papers in conferences and journals, and is among the most sought after guide for research and invited lectures in various high profile management institutes in the country. His research interests include knowledge management, ERP implementation and firm performance, service marketing and information system strategies. He may be contacted at syedjmcjim@gmail.com.