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What is Service Marketing Mix Elements

Chapter 9
Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries
When service providers implement marketing principles, they often organize their marketing plans around the marketing mix. Marketing mix; product, location, price and publicity. When it comes to service marketing, these elements are not enough. Therefore, three more items are added to the service marketing mix. These items include; human-personnel, physical facilities and process management.
Published in Chapter:
Analysis of the Vision and Mission Statements in the Websites: A Research on Five-Star Hotels in Istanbul, Ankara, and Izmir
Muammer Bezirgan (Balikesir University, Turkey)
Copyright: © 2020 |Pages: 18
DOI: 10.4018/978-1-5225-9783-4.ch009
Abstract
The purpose of the present study is to analyze the website-declared vision and mission statements of 149 five-star hotels in the largest cities of Turkey, Istanbul, Ankara, and Izmir, based on certain criteria. The outcomes of the research indicated that only 24% of the hotels had a mission statement and 21% had a vision statement. Hotels with the least number of statements were those in Istanbul (17%). It was determined that hotels provided highly limited information on the product/market area component in their mission statements (19%). Moreover, it was determined that although hotels fully reflected their basic ideology in vision statements, almost half of them (48%) failed to place an emphasis on the future in their statements.
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