The paper "Marketing in the Tourism Service Industry " is an outstanding example of a marketing case study. Marketing in the service industry is an imperative area to consider following its impacts on the target consumer. According to Gü rbü z, Albayrak and Alaybeyoğlu (2014), marketing is a process involving the performance of activities such as planning, pricing, promotion, and distribution of goods, services and ideas with an aim of satisfying the consumer and the entrepreneur. Focusing on the tourism sector, eco-lodges are one of the competitive businesses where the management needs to apply active marketing strategies to gain a competitive advantage.
By definition, they include accommodation facilities built close to or within a natural environment with the sole purpose of attracting eco-tourists. Therefore, appropriate marketing of the service available in a particular eco-lodge depends on the nature of the destination (Kim, Palakurthi and Hancer, 2012). The essay reports on the Spicy-Villa eco-lodges examining its target market and segmentation criteria, identifying and describing its perceived risks, its abilities to capitalise on key search, experience and credence attributes on the market mix components and provides a recommendation on mitigating the potential risks. Target Market Description and Segmentation Criteria Based on Mackoy and Osland (2004), lodges pick a specific design that aligns with the nature of the location to attract eco-tourists.
Mackoy and Osland (2004) mention the salient attributes as the most significant in formulating the design, especially in influencing the consumer decision. Moreover, it is these attributes that describe the type of target market relevant to their preference and the tailoring of the services to meet the consumers’ needs. Mackoy and Osland (2004) emphasize the importance of identifying and examining attributes as a means to characterize the target market.
Focusing on Spicy Villas Eco-lodges (2017), the first characteristic of the destination is the simplicity of its infrastructure supporting the eco-friendly environment by constructing using natural materials. There is also the surrounding natural feature which includes a mountain providing amazing views. The features identify a potential consumer who values nature and actively participates in environmental sustainability. Mackoy and Osland (2004) refer to these targeted customers as dedicated eco-tourists who travel with a mission to engage in a nature-based form of tourism.
The natural settings appeal to the eco-tourists who are eager to learn more about it and contribute towards its sustainability. Eco-lodges address a variety of participants including the consumer and the society. According to Kim, Palakurthi and Hancer (2012), the aforementioned groups structure the marketing strategy of the eco-lodges with the main theme being an environmental concern. Examining the features of Spicy Villa eco-lodge, it is evident that they not only provide accommodation services but are also responsible for the local environment and the community (Spicy Villas Eco-lodges, 2017).
Concerning their responsibility to the community, the lodge sets up the project in collaboration with the neighbouring communities and encourages the guests to participate either through charity donations or volunteerism. Therefore, owing to the particular responsibility of Spicy villa eco-lodge, their target market is philanthropists with skills relative to the available projects namely, teaching and medicine. The categorization of eco-tourists includes their particular interest in engaging in the tourism activity as well as the performance of the planning process. Based on the planning process, Mackoy and Osland (2004) provide two groups of independent and group travellers.
The case of Spicy villa eco-lodge attracts both the independent and group travellers since the nature of the projects and the volunteer opportunities are open to both individual and group participants. The importance of either group of the target consumer is their willingness to engage in these projects in fulfilment of their course to the locals and the environment.
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