Total views : 2121

Marketing of Tourism and Hospitality Products: Study of the Impact of Celebrity Endorsed Advertisements on Hospitality Products and Services

Abstract


Tourism and hospitality industry like any other industry tries to put across its all the efforts for profit maximization and overall market leadership. Current Hospitality and Tourism industry is characterized by cut throat competition, new emerging markets, new opportunities, new challenges etc. Marketing of Tourism and Hospitality products require better strategies and techniques in the fast passed environment. In current scenario marketing strategies with faster response time is preferred by the marketers which has led to evolution of advertising and electronic media making the recent marketing tool very effective but only for the short term because in longer run these strategies don't sustain the organization mission and vision. The research methodology adopted is based on the secondary data from the reliable sources along with well structured interviews and personal observations. For studying the effect of celebrity endorsed hospitality products and services around 40 guests were interviewed and 400 questionnaires distributed in Gujarat especially in hotels of Ahmadabad, Rajkot, Baroda and Surat. Out of all the 400 questionnaires distributed the well completed questionnaires ratio was 35% i.e. 140. The present study was conducted on the guests staying in hotels of Ahmadabad, Rajkot, Baroda and Surat to know the impact of various marketing techniques affecting the choice of the guests. The study attempts to find out the effect of celebrity endorsed hospitality products and services and also to estimate the amplitude of profitability which might be feasible due celebrity endorsement. The study tries to understand the reasons of tourism upsurge in Gujarat due to recent promotional campaign and celebrity endorsement of Gujarat tourism by actor Amitabh Bacchan. The results revealed that celebrity endorsements also played a vital role in introducing either a faded away product or to generate curiosity and interest up to a fair extent in the Indian context as the domestic Tourism and Hospitality is a major pie in the overall Indian tourism and Hospitality. Study also tries to understand the other marketing styles in hospitality industry especially celebrity endorsed advertisements. Electronic Media like different websites, social networking sites like face book, twitter, advertising; sales promotion and the most recently flash marketing or mob marketing has evolved as marketing tools of modern society. The dire need of the moment in Indian or state tourism and hospitality industry is to reach to the world and showcase its true potential.

Keywords

Advertisement, Celebrity, Electronic Media, Endorsement, Marketing, Marketing Strategies, Tourism And Hospitality Industry.

Full Text:

 |  (PDF views: 1073)

References


  • Aaker D A, Batra R, Myers J G, (2002), Advertising Management, 8th Ed. London: Prentice Hall International.
  • Agarwal, Jagdish, Kamakura Wagner A, (1995), The Economic worth of Celebrity Endorsers: An Event Study Analysis, Journal of Marketing, 59, (3), 56-62.
  • Akpınar S,(2003),Globalization and Tourism, Journal of Travel and Tourism Research, 3(1),22.
  • Alsmadi Sami, (2006), The Power of Celebrity Endorsement in Brand Choice Behaviour: An Empirical Study of Consumer Attitudes in Jordon, Journal of Accounting-Business & Management,.13,69-84.
  • Arnould E J, and Wallendorf M, (1994), Market-oriented Ethnography: Interpretation Building and Marketing Strategy Formulation, Journal of Marketing Research, 31, 484–504.
  • Atkin, Charles, Martin Block, (1983), Effectiveness of Celebrity Endorsers, Journal of Advertising Research, 23(1) 57-62.
  • Belch G E, & Belch M A, (2001), Advertising and Promotion: An integrated Marketing Communications Perspective (5th ed.), Boston: Irwin/McGraw- Hill.
  • Bradley S, (1996), Marketers are always looking for good pitchers, Brandweek, 37, 36-37.
  • Busler, Micheal(2003), Product Differentiation, Celebrity Endorsements and the Consumer’s Perception of Quality, Doctor of Philosophy, Drexer University.
  • Byrne, Angela, Whitehead, Maureen and Breen Steven, (2003), The naked truth of celebrity endorsement, British Food Journal, 105(4/5), 288-296.
  • ISCH, (2006), Top Ten Global Issues and Challenges In the Hospitality Industry for 2006.
  • Kotas R, (1985), Marketing Orientation in the Hotel and Catering Industry, Surrey Univ. Press.
  • Kotler P (2007), Marketing Management: Analysis, Planning, Implementation, and Control, 12th edition, Englewood Cliffs, NJ: Prentice-Hall Inc.
  • Mathur L K, Mathur L, Rangan,(1997), The wealth effects associated with a celebrity endorser: The Michael Jordan Phenomenon, Journal of Advertising Research,37.
  • Mehta A (1994), How advertising response modeling (ARM) can increase ad effectiveness, Journal of Advertising Research, 34(3), 62-74.
  • Middleton V T C, Fyall A, Morgan M, Ranchhod A, (2009), Marketing in Travel and Tourism, Butterworth-Heinemann.
  • Nations Environment Programme, 2009, Tourism for Nature and Development: A Good Practice Guide, Montreal.
  • Ravi Shanker, (1989), Communication for Confidence, Asian Panorama, 17-23.
  • Ravi Shanker, (1990), Sales Promotion in Hotel Industry, Indian Journal of Marketing, 20,(9), 28-33.
  • Semone P,(2008),21st Century Trends in International Tourism, http://tourism101.org/archives/6 Accessed on 11th August 2010.
  • Shimp T E,(2000), Advertising, promotion and supplemental aspects of integrated marketing communications, 5th Ed., Fort Worth: Dryden Press.
  • Smith M, (2007), Cultural Tourism in a Changing World Tourism, 1, (131).
  • Whelan T, (2004), Tourism trends, environmental implications and a shift towards sustainability.

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.