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| Author: | Gilmore, J. H. Pine, B. J. II |
| Title: | Differentiating Hospitality Operations via Experiences: Why Selling Services Is Not Enough |
| Journal: | Cornell Hotel and Restaurant Administration Quarterly
2002 : VOL. 43:3, p. 87-96 |
| Index terms: | SERVICE SELLING HOTEL AND CATERING INDUSTRY ANALYTICAL REVIEW |
| Language: | eng |
| Abstract: | Creating a memorable experience is a powerful way to differentiate one hospitality operation from another. Hoteliers and other hospitality operators need to consider how to turn their mundane services into memorable experiences-and avoid the trap of being treated like a commodity. One method for selling experiences is to imbue operations with a theme, a concept that infuses all services within a given venue with a single organizing principle. Themes can be overtly stated or quietly subtle, but either way, a hotel can use its theme to set itself apar from competitors. Themes are realized through motifs, which are visual manifestations of a theme. A theme can serve as an umbrella across all locations within a company's portfolio of locations, or it can be specific to individual locations. |
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