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Service Product Marketing - Essay Example

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However, the success of any tourism venture depends upon the service delivery. Greece is a nation that has been suffering from an adverse image for long despite having natural resources. Spas have become very…
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Service Product Marketing
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Download file to see previous pages Greece does receive both tourists and business travellers who face such inconveniences. A Spa at the airport would be able to capture this segment through the right marketing approach. This would be a mass marketing approach through the right mix of the seven element of service marketing. It is strongly recommended that the tourism venture should be an airport spa in Greece and the promotion of this spa can be done through innovative strategies such as tie upasana with the airlines and tour operators. Local people can also be attracted to the day spa which would tale care of business during the lean tourist season.
Tourism in the 20th century has grown as the world’s largest industry surpassing autos, steel, electronics, and agriculture (Sirgy & Su, 2000). It is undoubtedly a large source of foreign exchange, employment and income and has grown as the business of attracting visitors and catering to their needs The economy of a nation depends on the travel and tourism industry and this is further endorsed by the fact that post September 11, the industry lost $1.36 billion in business because of a dramatic drop in bookings for flights, hotel rooms, car rentals and cruise.
However, tourism is a service sector and the success of any tourism product depends on the service delivery. The process of globalization and social changes has transformed the service economy (Lovelock, Wirtz & Chew, 2009). Innovation in the service products stimulated by technology allows the service provider to offer a wider choice to the consumers. In addition, the disposable income in the hands of the people has gone up while their lifestyles have changed as well.
This report aims to explore the strategy for marketing day spas in Greece. Greece continues to have the image of the 1960s as ‘island-hopping backpackers and package tourists’ (Mjourney, 1998). To attract the upmarket clients it is very important for Greece ...Download file to see next pagesRead More
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