Hotel advertising: The case study of an Australian airline in-flight magazine
Council for Australasian University Tourism and Hospitality Education
School of Business
The hotel 'product' intrinsically constitutes both goods and services. The typical hotel customer, however, views the hotel product primarily as a 'service' underscored by the 'service encounter' and perhaps an industry apparently obsessed on service quality. Hotel advertisements in an in-flight magazine mainly used the tangible aspects such building fa ades as the marketing hook. This strategy contradicts the literature which extols 'soft' services. This study examines how hotel guests in Australia, Malaysia and Singapore perceive hotel advertisements and explores the implications of tangible imagery on airline passengers. The findings suggest that guests' ability to differentiate between hardware and software is variable, and the effects of a strong tangible motif in hotel advertisements divergent, thereby prompting a re-evaluation of advertising strategy.