Introduction -- Hospitality consumers' decision-making process -- Differentiating futures of hospitality products -- The Routledge Handbook of Hospitality Marketing -- References -- Part I Hospitality marketing concepts -- 1 Hospitality marketing: A historical perspective -- Introduction -- Hospitality marketing -- Nature of hospitality -- Definition of marketing -- What is hospitality marketing? -- Characteristics of hospitality marketing -- Marketing mix in hospitality -- Historical development of hospitality marketing -- Nihilistic stage (pre-modern) -- Institutionalization stage (modern/McDonaldization) -- Customizing stage (post-modern/Disneyization) -- Coexistence stage (modern + post-modern/McDisneyization) -- Conclusion -- References -- 2 A critical review of hospitality marketing concepts -- Introduction -- Marketing concepts in hospitality -- Production concept -- Product concept -- Selling concept -- Marketing concept -- Societal marketing -- Conclusion -- References -- 3 A critical review of market segmentation, target marketing and positioning in hospitality marketing -- Introduction -- Market segmentation -- Bases for segmentation of hotels -- Primary basis of segmentation -- Visiting friends and relatives customers -- The benefits of segmentation -- The segmentation process (Bowie and Buttle, 2004) -- Targeting -- The basic range of targeting strategies -- Positioning -- Summary -- References -- Part II Hospitality marketing methodologies -- 4 A critical review of hospitality marketing statistical techniques and applications -- Research in hospitality marketing -- Quantitative research -- Qualitative research -- Mixed methods research -- Statistical techniques and applications -- Comparing groups -- Chi-Square -- t-test -- ANOVA family -- Exploring relationships among variables -- Correlational analysis -- Regression -- Path models -- Factor analysis techniques -- Structural Equation Modeling -- Summary of techniques in current research -- Trends -- Evaluation of techniques -- Future directions and recommendations -- Summary -- References -- Further reading.

5 Qualitative marketing methodology -- Introduction -- The underlying paradigms of qualitative and quantitative research -- The main characteristics of qualitative research -- Strengths of the application of qualitative research methods in hospitality -- The use of the different qualitative research methods in hospitality -- In-depth interviews -- Limitations of in-depth interviews -- Focus groups -- Limitations of focus groups -- Ethnography -- Limitations of ethnography -- Future directions for the application of qualitative research in hospitality -- References -- Further reading -- 6 Quantitative marketing methodology and methods -- Quantitative marketing methodology and methods -- General significance of differences tests -- Multivariate methods -- Factor analysis -- Cluster analysis -- Latent analysis -- Multidimensional scaling -- Conjoint analysis -- Correspondence analysis -- Regression and forecasting techniques -- Multiple regression -- Generalized linear models (GLM) -- Ordinary least-squares (OLS) regression -- Logistic regression -- Log-linear modeling -- Discriminant analysis (DA) -- Forecasting methods -- Causal modeling -- Path analysis (PA) -- Structural equation modeling (SEM) -- Simulation techniques -- Artificial intelligence (AI) -- Expert systems -- Neural networks -- Emerging methods and future directions -- References.

7 Questionnaire survey design in hospitality marketing -- Introduction -- Satisficing theory and questionnaire design -- Steps of questionnaire design -- Key considerations of questionnaire design -- Conventional wisdom -- Open-ended vs. closed questions -- Response formats of closed questions -- Scale labeling -- The option of "Don't Know" -- Web survey design and interactivity -- The future of questionnaire design in hospitality marketing -- References -- Part III Hospitality marketing approaches, functions and strategies -- 8 The foundation of twenty-first-century hospitality marketing strategy -- Sitting on top of the mind's ladder -- A new definition -- Positioning -- Four positioning quadrants -- Be first -- Be biggest -- Be better -- Be different -- Porter's positioning power -- Three functions of a hospitality marketer -- Identify the demand -- Influence the demand -- Service the demand -- Notes -- 9 Product/service management -- Introduction -- Customer experience -- The service/product offering -- Product benefit bundles -- The core benefit -- Supplementary services -- Extended product/service -- Physical setting -- Elements of the physical environment -- Facility exterior -- Facility interior -- Employees -- Customers -- The service delivery system -- Pre-arrival stage -- Arrival stage -- Consumption phase (occupancy stage) -- Departure stage -- Information technology -- New product development -- Idea generation -- Screening -- Concept development and testing -- Marketing strategy -- Business analysis -- Product development -- Test marketing -- Commercialization -- Product life cycle (PLC).

Product development -- Introduction stage -- Growth stage -- Maturity stage -- Decline stage -- References -- Websites -- Further reading -- 10 Distribution of hospitality products -- Overview of online distribution system -- Global distribution system -- Industry insights profile: Amadeus International Holdings SA (AMADF) -- Search engine optimization -- Paid search versus organic search -- Distribution industry profile: Travelport Worldwide Ltd. -- Voice-property direct -- Industry profile: A day in the life of ... a revenue manager -- Social media - digital marketing -- "ndustry profile: A day in the life of ... a digital channel marketer -- OTA - channel management/pricing -- The opaque channels (Hotwire, Priceline.com) -- Opaque channel industry profile: Priceline.com -- The non-opaque channels (Expedia, Orbitz, Travelocity) -- OTA industry profile: Expedia -- OTA industry profile: Orbitz -- Brand.com (hotel direct-booking site) -- Distribution pricing strategy -- Measuring distribution effectiveness -- A changing distribution landscape -- Check your knowledge -- References -- Further reading -- 11 Financial marketing decisions in the hospitality industry -- Financial marketing decisions in the hospitality industry -- Examination of revenues -- Projecting total sales -- Examination of costs -- Definition of costs -- Cost categories -- Fixed costs -- Variable and semi-variable costs -- Step costs -- Period costs -- Direct and indirect costs -- Techniques of cost behavior assessment -- Trend analysis technique -- Costs estimation technique -- Statistical cost analysis technique (regression) -- Percentage of total revenues technique -- Hospitality profit assessment -- Break-even analysis -- Return on investment (ROI) and return on marketing investment (ROMI)" -- Capital budgeting process -- Common methods of capital budgeting -- Payback period -- Net present value -- Internal rate of return -- Sources of financing in the hospitality industry -- Conclusions -- References -- Further reading.

12 Marketing information management -- Introduction -- Development of information management -- Reasons for the emergence of information management -- Concept and definition of information management -- Objectives and means of information management -- Information management system -- Implementation of an information management system -- Acquisition of information -- Conversion of the information -- Implementation of the information -- Protection of the information -- Dimensions of an information management system -- Information management strategy -- Organizational culture -- Organizational processes -- Management and leadership -- Technology -- Politics -- Marketing information management -- Stages of marketing information management -- Evaluation of the infrastructure -- Analysis, design and development of an information management system -- Dissemination and implementation of information management -- Evaluation of information management -- References -- 13 Selling in the hospitality industry -- Introduction -- Sales methods: A historical perspective -- The evolution of sales methodologies in the modern era -- The evolution of professional selling in an internet world -- The selling process and social media -- The changing nature of the buying process -- The group selling organization -- Future research in hospitality selling -- References -- 14 Promotion in the hospitality industry -- Promotion -- Promotion mix/marketing communication mix -- Basic communication process and integrated marketing communication.