search query: @indexterm Hotel and catering industry / total: 391
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| Author: | Mittal, B. Baker, J. |
| Title: | Advertising Strategies for Hospitality Services |
| Journal: | Cornell Hotel and Restaurant Administration Quarterly
2002 : VOL. 43:2, p. 51-63 |
| Index terms: | ADVERTISING STRATEGY HOTEL AND CATERING INDUSTRY ANALYTICAL REVIEW |
| Language: | eng |
| Abstract: | Advertising for services generally and hospitality services in particular faces the challenge of explaining the benefits of an action (service) that cannot be inspected in advance, touched when it's in process, or reexamined when it is finished. As a result hospitality advertisements must represent the benefits of a given service through analogues and symbols. In this article the authors develop a framework for analyzing hospitality advertising based on four challenges that such advertising must overcome. Those challenges can be summarized as: abstract-ness, generality, mental impalpability, and non-searchability. Hospitality services may be abstract, because their benefits involve a concept or a formless entity that has no physical cognate. |
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