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Module 2 Service Characteristics

This document discusses the key service characteristics of the tourism and hospitality industry: 1) Services are intangible experiences like flights, hotel stays, meals, and visits to attractions that cannot be touched and can only be recalled once experienced. 2) Services require both the customer and service provider to be present for the transaction, so employees are part of the service. 3) The quality of services can vary depending on who provides them and when, where, and how they are delivered. 4) Services are highly perishable, so unused capacity like empty hotel rooms cannot be saved and sold later.

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Roy Cabarles
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250 views

Module 2 Service Characteristics

This document discusses the key service characteristics of the tourism and hospitality industry: 1) Services are intangible experiences like flights, hotel stays, meals, and visits to attractions that cannot be touched and can only be recalled once experienced. 2) Services require both the customer and service provider to be present for the transaction, so employees are part of the service. 3) The quality of services can vary depending on who provides them and when, where, and how they are delivered. 4) Services are highly perishable, so unused capacity like empty hotel rooms cannot be saved and sold later.

Uploaded by

Roy Cabarles
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Philippine Women’s University

MSTM508 – TOURISM AND HOSPITALITY MARKETING

Insights/Understanding about Module 2

TOPIC: Service Characteristics

Module 2 introduces Service Characteristics. The main focus of the study is the
characteristic of the products of the hospitality and tourism industry and the
Management Strategies Useful in Hospitality and Travel Industries.

To better understand the significance of customer service in the hospitality


industry, we must first examine the industry. Hotels, restaurants, bars, resorts,
theme parks, and tourist destinations are all part of the hospitality industry, which
includes, but is not limited to, hotels, restaurants, bars, resorts, theme parks, and
tourist attractions. When these types of organizations disregard the importance of
customer service, they tend to attract fewer consumers and create fewer revenue.

Of course, in order for us to provide good customer service and satisfy our
customers, we must first know what the service characteristics of the tourism and
hospitality industry are. The following are the most relevant characteristics of
services in the tourism and hospitality industry:

Intangibility

Tourist products cannot be touched as they include flight experience on an airplane,


cruise on an ocean liner, a night’s rest in a hotel, a nice meal in a luxurious
restaurant,
view of mountains, a visit to a museum, a good time in a night club and much more.
These products are experiences. Once they have taken place they can only be recalled
and relished.

For example: A person who pays for massage will not see the effects of massage until
the massage is done to his/her body.
Inseparability
In tourism and hospitality services, both the service provider and the customer must
be present for the transaction to occur. If a service employee provides the service,
then the employee is part of the service

For example: The food in the restaurant may be outstanding, but if the service staff
is rude, customers will down rate the overall service of the restaurant.

Variability
It means that the quality of services depends on who provides them and when, where
and how they are provided.

For example: Within a given hotel chain, one reception desk agent may be cheerful
and efficient one day but would be unpleasant and slow the other day.

Perishability
 The service provided by the industry is highly perishable.
If the service is unused, it is wasted.

For example: A 70 room hotel that sells only 40 rooms on a particular night cannot
inventory the 30 unused rooms and then sell 100 rooms the next night because
revenue lost from not selling the 30 rooms is gone forever.

Prepared by: Roy B. Cabarles

MHR01 Student

Date: __December 10, 2021______

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