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STRATEGIES OF PRICE AND DISTRIBUTION IN THE HOSPITALITY INDUSTRY

论文作者:D. Alexandru NEDELEA论文属性:短文 essay登出时间:2009-05-18编辑:点击率:20304

论文字数:2000论文编号:org200905182124434960语种:英语论文 English地区:美国价格:免费论文

关键词:Hospitality industryprice strategydistribution policy in tourism

Abstract

Taking into consideration the fact that the tourist firms are conditioned by the effective presence of the client and that the touristic product cannot be sent to the client it is necessary a certain attraction of the touristic consumer towards the prestation and consumption spaces of the touristic services in a certain station or country. This role is played in tourism by the distribution through an activity of stimulation and informing the potential tourists on the characteristics of the offered products. On the touristic market a vertical integration trend of the accommodation services, transport and distribution is manifested and thus societies capable of assuring all the elements of the touristic offer are formed. On the international touristic market we can identify a horizontal integration (concentration) trend by grouping the tourism firms which exercise identical activities. Among the objectives and advantages of such a development a tendency in maintaining a dominant position on the market can be noticed, a better coordination of different types of activities, a better position regarding the banks, sales controland a greater economic efficiency.

I Price Strategies in the Hospitality Industry

The price of the touristic product is of a global type, being established by cumulating the taxes of different services. Taking into consideration the heterogeneous structure of the touristic product it can be considered that a correlation of the price policy with that of the firms which offer services must be assured.
1.The high price strategy can be practised in the case of offer exclusivity (which gives a status and a prestige to the buyer) or in the case of limiting the offer of the competition (for example some products regarding the medical tourism, the touristic products having as a destination The Danube Delta, the monasteries in the North of Moldavia, the “Dracula” touristic programs etc.).
2. The lump price strategy presupposes the comercialization by the tourism agencies of some complex touristic products including a minimum of obligatory services (transport, transfer services, trips, cultural programs etc.) at a certain confort level.
3. The diferential payment strategy presupposes making a difference in price taking into consideration:

The volume of consumption: long sejour, groups of tourists - individual tourists and full services-separate services;
b) Consumer segmentation. Thus there can be practised reduced payment for pupils, students, young married, national tourists against international ones;
c) The tourism form. The contractual payment lower than those applied to the tourists on their own;
d) The position occupied by the distribution channel (the direct carrier of touristic services, tourism agency).
4. The bonifications and rebate strategy is adopted by the touristic firms which adjust the prices of the products in order to stimulate and offer reward to a certain type of clients: those soliciting a big number of services, clients who accept holiday arrangements.

II. The Distribution Policy in Tourism

In the hospitality industry distribution is an important component of Marketing mix which consists of a range of activities which take place in space and time which separates the one presting the services by the consumer. It reunites a network of actions which have the role to offe论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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