Skip to main content
SpringerLink
Log in

Tourism and Hospitality Products, Branding, and Pricing

  • Chapter
  • First Online:
Marketing Tourism and Hospitality

  • 3079 Accesses

Abstract

This chapter explores how marketers design and manage tourism and hospitality products. It begins with definitions for the terms “product”, “offering”, and “product mix”. It the chapter explains that the product is a complex concept that should be considered on three levels. These are the core, expected, and augmented product. Next, the product life cycle concept is discussed and how it is used by the tourism marketer to assess the development of tourism products. Next, the steps involved in the process of developing a new product are considered. In the second section of the chapter, the role of branding in the tourism and hospitality industry is discussed. The third section of the chapter considers the price component of the marketing mix. The factors that affect the pricing of tourism and hospitality products and the various pricing strategies available to the tourism and hospitality marketer are analysed. Next, several pricing approaches used in the tourism industry are considered. The chapter concludes by outlining the characteristics of tourism and hospitality products in relation to price. Last, the chapter’s in-depth case study demonstrates the principles of pricing as applied to medical tourism company MakeOvertour, based in Turkey.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 39.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Aaker, D. A. (1996). Building strong brands. New York: The Free Press.

    Google Scholar 

  • Baines, P., Fill, C., Rosengren, S., & Antonetti, P. (2019). Marketing (5th ed.). Oxford: Oxford University Press.

    Google Scholar 

  • Baker, T. (2017). Dynamic pricing: an introduction. www.theaudienceagency.org/insight/dynamic-pricing-an-introduction. Accessed 20 November 2017.

  • Belobaba, P., Odoni, A. & Barnhart. C. (2009). The global airline industry. New Jersey: Wiley.

    Google Scholar 

  • Ben-Natan, M., Ben-Sefer, E., & Ehrenfeld, M. (2009). Medical tourism: A new role for nursing? Journal of Issues in Nursing, 14(3).

    Google Scholar 

  • Boachie, P. (2016). Five strategies of psychological pricing. https://www.entrepreneur.com/article/279464. Accessed 3 May 2018.

  • Bookman, M. Z., & Bookman, K. R. (2007). Medical tourism in developing countries. New York: Palgrave MacMillian.

    Book  Google Scholar 

  • Cooper, R. (1986). Winning at new products. Reading, MA: Addison-Wesley.

    Google Scholar 

  • Cooper, R. (2014). What’s next?: After stage-gate. Research-Technology Management, 57(1), 20–31.

    Article  Google Scholar 

  • Cowell, D. (1984). The marketing of services. London: Butterworth-Heinemann.

    Google Scholar 

  • Day, G. (1981). The product life cycle: Analysis and applications issues. Journal of Marketing, 45(Autumn), 60–67.

    Article  Google Scholar 

  • Dean, J. (1976). Pricing policies for new products. Harvard Business Review, 54(6), 141–153.

    Google Scholar 

  • Dibb, S., Simkin, L., Pride, W., & Ferrell, O. C. (1994). Marketing: Concepts and strategies (2nd ed.). London: Houghton-Mifflin.

    Google Scholar 

  • Fyall, A., Legoherel, P., Frochot, I., & Wang, Y. (2019). Marketing for tourism and hospitality. London: Routledge.

    Book  Google Scholar 

  • Godin, S. (2003). Purple cow. London: Penguin.

    Google Scholar 

  • Gregson, A. (2008). Pricing strategies for small business. Vancouver, BC: Self Counsel Press.

    Google Scholar 

  • Guéguen, N., Jacob, C., Legohérel, P., & NGobo, P. (2008). Nine-ending prices and consumer behaviour in a restaurant. International Journal of Hospitality Management, 28(1), 170–172.

    Article  Google Scholar 

  • Gunn, C. (1988). Vacationscape: Designing tourist regions (2nd ed.). Austin, TX: Bureau of Business Research University of Texas.

    Google Scholar 

  • Hardy, J., Macrury, I., & Powell, H. (2018). The advertising handbook (4th ed.). New York: Routledge.

    Google Scholar 

  • Hjalager, A. (2010). A review of innovation research in tourism. Tourism Management, 31, 1–12.

    Article  Google Scholar 

  • Holloway, J. C. (2006). Marketing for tourism (4th ed.). Harlow, Essex: Prentice-Hall.

    Google Scholar 

  • Horowitz, M., Rosensweig, J., & Jones, C. (2007). Medical tourism: Globalization of the healthcare marketplace. Medscape General Medicine, 9(4), 33.

    Google Scholar 

  • Hudson, S., & Hudson, L. (2017). Marketing for tourism, hospitality & events (2nd ed.). London: Sage.

    Google Scholar 

  • Keller, K. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2/3), 139–155.

    Article  Google Scholar 

  • Keller, K. L. (2003). Strategic brand management: building, measuring, and managing brand equity (2nd ed.). Upper Saddle River, NJ: Prentice-Hall.

    Google Scholar 

  • Keller, K. L. (2012). Strategic brand management: Building, measuring, and managing brand equity (4th ed.). Upper Saddle River, NJ: Prentice-Hall.

    Google Scholar 

  • Kilavuz, E. (2018). Medical tourism competition: The case of Turkey. International Journal of Health Management and Tourism, 3(1), 42–58.

    Google Scholar 

  • Kim, J. Y., Natter, M., & Spann, M. (2009). Pay what you want: A new participatory pricing mechanism. Journal of Marketing, 73(1), 44–58.

    Article  Google Scholar 

  • Kotler, P., & Armstrong, G. (2019). Principles of marketing (17th ed.). London: Pearson Education.

    Google Scholar 

  • Lasser, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11–19.

    Article  Google Scholar 

  • Laws, E. (2011). Tourism marketing: Quality and service management perspectives (p. 124). London: Continuum International Publishing.

    Google Scholar 

  • Laws, E. (2002). Tourism marketing: Quality and service management perspectives. London: Continuum.

    Google Scholar 

  • Levitt, T. (1983). After the sale is over. Harvard Business Review, 61(5), 87–93.

    Google Scholar 

  • Lovelock, C. H. (1984). Developing and implementing new services. In W. R. George & C. E. Marshall (Eds.), Developing new services. Chicago, IL: American Marketing Association.

    Google Scholar 

  • Lumsdon, L. (1997). Tourism marketing. London: International Thomson Press.

    Google Scholar 

  • Lundberg, D., Krishnamoorthy, M., & Stavenga, M. (1995). Tourism economics. New York: Wiley.

    Google Scholar 

  • Marn, M., Roegner, E. & Zawada, C. (2003, July). Pricing new products. The McKinsey Quarterly, 3: 40–49.

    Google Scholar 

  • McCarthy, E. J. (1960). Basic marketing: A managerial approach. Homewood, IL: Irwin.

    Google Scholar 

  • McCarthy, E. J., Cannon, J., & Perreault, W. (2015). Essentials of marketing (14th ed.). Homewood, IL: Irwin.

    Google Scholar 

  • Moon, Y. (2005). Break free from the product life cycle. Harvard Business Review, 83(5), 86–94.

    Google Scholar 

  • Orr, G. (2014, 22 July). Honestybox hotels: You decide how much you pay’. Independent.http://www.independent.co.uk/travel/hotels/honesty-box-hotels-you-decide-how-much-you-pay-9622062.html. Accessed 24 Aug 2017.

  • Piazolo, M., & Zanca, N.A. (2011). Medical tourism: A case study for the USA and India, Germany, and Hungary, Acta Polytechnica Hungarica, 8(1), 136–160.

    Google Scholar 

  • Pike, S. (2018). Tourism marketing for small businesses. Oxford: Goodfellow Publishers.

    Google Scholar 

  • Rosenthal, R. (2014). Optimarketing: Marketing to electrify your business. Seattle, WA: Amazon Create Space Publishing.

    Google Scholar 

  • Russell, M. (2012, 21 April). Richard Branson fails: 14 Virgin companies that went bust. Business Insider. www.businessinsider.com/richard-branson-fails-virgin-companies-that-went-bust-2012-4. Accessed 7 Dec 2016.

  • Saleh, S., Husain, F., Saud, M., & Isa, M. (2015). Strategic marketing and competitive analysis of Malaysian medical tourism industry. Proceeding-Kuala Lumpur International Business, Economics and Law Conference 6, Vol.2. Kuala Lumpa.

    Google Scholar 

  • Sowrey, T. (1990). Idea generation: Identifying the most useful techniques. European Journal of Marketing, 42(5).

    Google Scholar 

  • Stremersch, S., & Tellis, G. (2002). Strategic bundling of products and prices: A new synthesis for marketing. Journal of Marketing, 66(1), 55–72.

    Article  Google Scholar 

  • Tanford, S., Baloglu, S., & Erdem, M. (2012). Travel packing on the internet: The impact of pricing information and perceived value on consumer choice. Journal of Travel Research, 51(1), 68–80.

    Article  Google Scholar 

  • Tanner, J., & Raymond, M. (2012). Principles of marketing. Boston, MA: Flat World Knowledge.

    Google Scholar 

  • Taylor, J. & Blackall, M. (2020, February 27). Bunking up: Airline unveils sleep pods for economy passengers. The Guardian, 3.

    Google Scholar 

  • Tellis, G. (1986, October). Beyond the many faces of price: An integration of pricing strategies. Journal of Marketing, 50: 146–160.

    Google Scholar 

  • Vernon, R. (1979). The product life cycle hypothesis in a new international environment. Oxford Bulletin of Economics and Statistics, 41.

    Google Scholar 

  • Walker, T. (2017, November). The price is…right? 20 The Guardian G2: 10–11.

    Google Scholar 

  • Withiam, G. (2001). A“4-C” strategy for yield management. Cornell Hospitality Report, 1, 4–17.

    Google Scholar 

  • Zeithaml, V.A. (1988, July). Consumer perceptions of price, quality, and value. Journal of Marketing, 52:2–22.

    Google Scholar 

  • Zwart, E. (2017). Commercial TV slogans. Retrieved from www.edwinno.com/edwinno-publications/my-writings/commercial-tv-slogans-1. Accessed 21 Aug 2018.

Further Reading

  • Burgess, C. (2014). Essential financial techniques for hospitality managers. Oxford: Goodfellow.

    Book  Google Scholar 

  • Slade-Brooking, C. (2017). Creating a brand identity: A guide for designers. London: Laurence King.

    Google Scholar 

  • Trott, P. (2017). Innovation management and new product development (6th ed.). London: Pearson.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. ICON College of Technology and Management/Falmouth University, London, UK

    Richard George

Authors
  1. Richard George
    View author publications

    You can also search for this author in PubMed Google Scholar

1 Electronic Supplementary Material

Rights and permissions

Reprints and permissions

Copyright information

© 2021 The Author(s), under exclusive license to Springer Nature Switzerland AG

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

George, R. (2021). Tourism and Hospitality Products, Branding, and Pricing. In: Marketing Tourism and Hospitality. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-64111-5_8

Download citation

Publish with us

Policies and ethics

Search

Navigation