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Book part
Publication date: 30 July 2018

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Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

Book part
Publication date: 31 December 2010

The following is an introductory profile of the fastest growing firms over the three-year period of the study listed by corporate reputation ranking order. The business activities…

Abstract

The following is an introductory profile of the fastest growing firms over the three-year period of the study listed by corporate reputation ranking order. The business activities in which the firms are engaged are outlined to provide background information for the reader.

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Reputation Building, Website Disclosure and the Case of Intellectual Capital
Type: Book
ISBN: 978-0-85724-506-9

Book part
Publication date: 30 July 2018

Ezgi Merdin-Uygur

The consumer behaviour literature is evolving towards the assumption that products are inherently experiential bundles, and after all, all businesses are operating within the…

Abstract

The consumer behaviour literature is evolving towards the assumption that products are inherently experiential bundles, and after all, all businesses are operating within the experienced economy. Experiences are much more advantageous for the consumers because they advance happiness or enjoyment of life (instead of survival or maintenance). Experiential purchases lead to greater happiness levels compared to material purchases. Reliance on materialism and material purchases is shown to be the reason of low happiness levels in even the most affluent countries.

In this chapter, based on theoretical as well as empirical papers, I analyse experiences and the consumption of experiences in the Turkish context. The arguments are supported by up-to-date market analysis of related industries conducted by independent market research agencies. The first section looks at the rise of experientialism in retail industries, such as in the case of shopping malls. The following sections touch upon main experiential categories such as tourism, dining and sports. Finally, the social aspects of experiences are discussed in the context of third-place experiences, and some empirical findings are presented. The chapter concludes with some recommendations for practitioners, experience designers, service providers as well as researchers.

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Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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Book part
Publication date: 26 May 2022

Yetty Nurhayati, Pudjihardjo, Susilo and Marlina Ekawaty

The growth of tourism development in Malang makes some regions optimize their tourism potential, leading to economic growth in Indonesia. Malang regency has several tourism…

Abstract

The growth of tourism development in Malang makes some regions optimize their tourism potential, leading to economic growth in Indonesia. Malang regency has several tourism villages with the concept of sustainable tourism. Using leverage analysis from the multidimensional scaling approach (MDS), we find two sensitive attributes. An analytical hierarchy process (AHP) test was conducted, resulting in the best strategy for each tourism village: developing strawberry-picking tour for Pujon Kidul and new tourism packages related to water attraction for Sanankerto and developing Bromo volcano tourism package for Gubugklakah. These strategies are believed to increase the development of tourist villages without compromising their sustainability.

Book part
Publication date: 13 November 2017

Robert Kozielski, Michał Dziekoński, Jacek Pogorzelski and Grzegorz Urbanek

The term ‘strategy’ is one of the most frequently used terms in business, and its application in marketing is particularly common. Company strategy, market strategy, marketing…

Abstract

The term ‘strategy’ is one of the most frequently used terms in business, and its application in marketing is particularly common. Company strategy, market strategy, marketing strategy, sales strategy, promotion strategy, distribution strategy, low pricing strategy – it would take a long time to list all of them. Although this term is so commonly in use, its definition is not as straightforward and it can be interpreted in different ways. In comparison with tactical decisions, strategy is much more significant for an organisation as it brings long-lasting consequences. It is implemented by higher level managers on a regular basis, and it is based on external, often subjective information, so decisions – especially at the time they are made – are difficult to evaluate.

Taking into consideration the fact that strategy refers to a long-term rather than a short-term period, strategic decisions serve as the basis for undertaking operational activities. However, marketing refers to the market and the competition. It is possible to claim that marketing strategy is trying to find an answer to the question to which path an organisation should follow in order to achieve its goals and objectives. If, for example, a company has a goal to generate a profit of PLN 1 million by selling 100,000 pieces of a product, the market strategy should answer at least the following two questions:

  1. Who will be our target group, for example, who will purchase the 100,000 pieces of the product?

  2. Why is it us from whom a potential buyer should purchase the product?

Who will be our target group, for example, who will purchase the 100,000 pieces of the product?

Why is it us from whom a potential buyer should purchase the product?

The target market will be defined if a reply to the first question is provided. The second question identifies the foundations of competitive advantage. These two issues, that is, target market and competitive advantage are the strategic marketing issues. You cannot change your target group unexpectedly while competitive advantage is the basis for changing decisions regarding prices, promotions and sales.

This chapter describes the measures of marketing activities which refer to strategic aspects and testify a company’s market position – the measures of the performance of target groups and competitive advantage. Readers’ attention should be also focused on the indices that are less popular in Poland and, therefore, may be underestimated. It seems that some of them, for example, the index of marketing resources allocation and the marketing risk index, provide a lot of valuable information and, at the same time, make it possible to show the value of marketing investments. Their wider use in the near future is only a matter of time.

Book part
Publication date: 29 November 2019

Emrah Ozkul, Hakan Boz, Bilsen Bilgili and Erdogan Koc

This chapter explains the role and potential of colour and lighting as two important elements of the service atmosphere in tourism and hospitality service encounters. The chapter…

Abstract

This chapter explains the role and potential of colour and lighting as two important elements of the service atmosphere in tourism and hospitality service encounters. The chapter first explains the importance of colour and lighting in services from the perspective of customers’ sensory perceptions. Then, the chapter provides examples to demonstrate how psychological/neuro-marketing tools of Eye Tracker and Facial Recognition, Galvanic Skin Response (GSR) and Heart Rate (HR) can be used to understand the role of colour and lighting in customer satisfaction in tourism and hospitality service encounters. Based on this perspective, the study offers recommendations to design service environments in terms of colour and lighting.

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Atmospheric Turn in Culture and Tourism: Place, Design and Process Impacts on Customer Behaviour, Marketing and Branding
Type: Book
ISBN: 978-1-83867-070-2

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Book part
Publication date: 14 October 2019

Katerina Berezina, Olena Ciftci and Cihan Cobanoglu

Purpose: The purpose of this chapter is to review and critically evaluate robots, artificial intelligence and service automation (RAISA) applications in the restaurant industry to…

Abstract

Purpose: The purpose of this chapter is to review and critically evaluate robots, artificial intelligence and service automation (RAISA) applications in the restaurant industry to educate professors, graduate students, and industry professionals.

Design/methodology/approach: This chapter is a survey of applications of RAISA in restaurants. The chapter is based on the review of professional and peer-reviewed academic literature, and the industry insight section was prepared based on a 50-minute interview with Mr. Juan Higueros, Chief Operations Officer of Bear Robotics.

Findings: Various case studies presented in this chapter illustrate numerous possibilities for automation: from automating a specific function to complete automation of the front of the house (e.g., Eatsa) or back of the house (e.g., Spyce robotic kitchen). The restaurant industry has already adopted chatbots; voice-activated and biometric technologies; robots as hosts, food runners, chefs, and bartenders; tableside ordering; conveyors; and robotic food delivery.

Practical implications: The chapter presents professors and students with a detailed overview of RAISA in the restaurant industry that will be useful for educational and research purposes. Restaurant owners and managers may also benefit from reading this chapter as they will learn about the current state of technology and opportunities for RAISA implementation.

Originality/value: To the best of the authors’ knowledge, this chapter presents the first systematic and in-depth review of RAISA technologies in the restaurant industry.

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Robots, Artificial Intelligence, and Service Automation in Travel, Tourism and Hospitality
Type: Book
ISBN: 978-1-78756-688-0

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Book part
Publication date: 10 December 2015

Dekar Urumsah

The concept and practice of e-services has become essential in business transactions. Yet there are still many organizations that have not developed e-services optimally. This is…

Abstract

The concept and practice of e-services has become essential in business transactions. Yet there are still many organizations that have not developed e-services optimally. This is especially relevant in the context of Indonesian Airline companies. Therefore, many airline customers in Indonesia are still in doubt about it, or even do not use it. To fill this gap, this study attempts to develop a model for e-services adoption and empirically examines the factors influencing the airlines customers in Indonesia in using e-services offered by the Indonesian airline companies. Taking six Indonesian airline companies as a case example, the study investigated the antecedents of e-services usage of Indonesian airlines. This study further examined the impacts of motivation on customers in using e-services in the Indonesian context. Another important aim of this study was to investigate how ages, experiences and geographical areas moderate effects of e-services usage.

The study adopts a positivist research paradigm with a two-phase sequential mixed method design involving qualitative and quantitative approaches. An initial research model was first developed based on an extensive literature review, by combining acceptance and use of information technology theories, expectancy theory and the inter-organizational system motivation models. A qualitative field study via semi-structured interviews was then conducted to explore the present state among 15 respondents. The results of the interviews were analysed using content analysis yielding the final model of e-services usage. Eighteen antecedent factors hypotheses and three moderating factors hypotheses and 52-item questionnaire were developed. A focus group discussion of five respondents and a pilot study of 59 respondents resulted in final version of the questionnaire.

In the second phase, the main survey was conducted nationally to collect the research data among Indonesian airline customers who had already used Indonesian airline e-services. A total of 819 valid questionnaires were obtained. The data was then analysed using a partial least square (PLS) based structural equation modelling (SEM) technique to produce the contributions of links in the e-services model (22% of all the variances in e-services usage, 37.8% in intention to use, 46.6% in motivation, 39.2% in outcome expectancy, and 37.7% in effort expectancy). Meanwhile, path coefficients and t-values demonstrated various different influences of antecedent factors towards e-services usage. Additionally, a multi-group analysis based on PLS is employed with mixed results. In the final findings, 14 hypotheses were supported and 7 hypotheses were not supported.

The major findings of this study have confirmed that motivation has the strongest contribution in e-services usage. In addition, motivation affects e-services usage both directly and indirectly through intention-to-use. This study provides contributions to the existing knowledge of e-services models, and practical applications of IT usage. Most importantly, an understanding of antecedents of e-services adoption will provide guidelines for stakeholders in developing better e-services and strategies in order to promote and encourage more customers to use e-services. Finally, the accomplishment of this study can be expanded through possible adaptations in other industries and other geographical contexts.

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E-services Adoption: Processes by Firms in Developing Nations
Type: Book
ISBN: 978-1-78560-709-7

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Content available
Book part
Publication date: 10 June 2021

Abstract

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Operations Management in the Hospitality Industry
Type: Book
ISBN: 978-1-83867-541-7

Book part
Publication date: 26 January 2023

Risa Bhinekawati

This chapter illuminates why and how a group of local social entrepreneurs improved farmers’ living conditions and contributed to the preservation of Kerinci Seblat National Park…

Abstract

This chapter illuminates why and how a group of local social entrepreneurs improved farmers’ living conditions and contributed to the preservation of Kerinci Seblat National Park (KSNP) through sustainable coffee farming. KSNP is the largest national park on the Island of Sumatra and is a UNESCO world heritage site. However, since 2011, it has been listed as a “World Heritage in Danger” due to illegal logging, encroachment, and poaching of KSNP land. To save KSNP and improve the living conditions of the people around the national park, a group of local social entrepreneurs gathered in 2014 and devised a vision of “preserving the nature by empowering the community” by establishing Koperasi Alam Kopi Kerinci (ALKO cooperatives). The cooperative started to recruit seasoned farmers and younger people who wanted to become agripreneurs. The coffee supply chain was strengthened by educating farmers about good farming practices and coffee traceability technology, so Kerinci coffee could compete in the export market. After seven years of collaborative work, by early 2021, the initiative empowered 516 farmers who cultivated 410 hectares of coffee plantations in 24 villages with a total production of 350 tons of Arabica specialty Kerinci coffee. Ninety-five per cent of coffee productions were exported with premium prices to Belgium, Norway, France, the Netherlands, England, New Zealand, the USA, China, Malaysia, and Singapore. Farmers started to enjoy the fruit of their hard work. Some illegal loggers stopped poaching KSNP and started to plant coffee outside KSNP. The endeavor to preserve the nature and empower the community has started to show good results.

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