"Differentation & Innovation in the hospitality /tourism industries"

"Differentation & Innovation in the hospitality /tourism industries" Essay example
Undergraduate
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Tourism
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Differentiation and Innovation in the Hospitality/Tourism Industries Name: University: Introduction According to Cruz (2006), tourism is the impermanent movement of people to destinations outside their ordinary places of work and living. People who do this are generally referred to as tourists…

Introduction

Having understood the meaning of tourism, this article will then seek to look at the concepts of differentiation and innovation. With such deliberations, it is essential to further understand ways that companies operating within the hospitality industry remain relevant and memorable in the minds of their customers. Concept of Differentiation and Concept of Innovation Differentiation within the tourism industry means a company setting itself apart from the rest as a means of beating the competition. This has been especially valuable to companies operating within international bounds. Radisson Hotel in the United States, for example, has positioned itself as a midmarket hotel (Okumus, Altinay, & Chathoth, 2010). The result of this is that it attracts a specific clientele and it also means that the clientele can be encouraged to remain loyal, which is an important characteristic in this industry. According to Okumus, Altinay, and Chathoth (2010), differentiation is based on the perception of the consumer as well as potential to use the brand name to make revenue in the short and medium term. The authors go on to say that this indicates the gap between the experiences of tourist sites between the developing and developed countries. On the other hand, the act of differentiation means that the products are tailored to suit the interests of the local market. ...
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