Marketing Hospitality into the 21st Century

Abstract

The most important issues facing hospitality marketing, as it enters the 21st century, are outlined, discussed and analysed from two aspects: competitive conditions and new directions. Strategic trends are predicted including product portfolio marketing; internal and relationship marketing; inferential market research; computerised marketing; indirect channels of distribution; customisation; global marketing; guerilla and flanking marketing and green marketing. Environmental scanning is held to be the only way of preparing for volatile industry conditions.