PLACE MIX OF HOTEL INDUSTRY
Location: Location involves considering where to deliver the services to the customers. As far as the service location is concerned, we normally encounter three situations:
1) Customer goes to the service provider
2) Service provider goes to customer
3) Service provider and consumer transact at an arm’s length
In the Hotel Industry, it is the customer who goes to the service provider. In case of Restaurants, the customer s goes to the service providers to satisfy their hunger.In case of hotels, the customers go to the hotel both to satisfy his hunger and for the purpose of accommodation. Hence in order to receive the benefits of hotel services, the customer must physically enter the service system, i.e. the service factory. However in case of free home delivery, it is the service provider that goes to the customer.Since in most of the cases it is the customer that goes to the hotel, the location assumes a very import role. A well-located hotel/restaurant can pick up demand, as the customers will locate these hotels easily, quickly and comfortably. The customer today has become convenience oriented. Hence it is very important to locate the hotels at a convenient place. Hotels should be easily accessible. Accessibility can be measured in terms of visibility and proximity to different modes of transport. Similarly it makes more sense in locating a five star hotel in a sophisticated area.
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