Section 1 – INTRODUCTION

In the extremely mutable cordial reception universe. there are different types of cordial reception merchandises which are based on different consumer demands and demands. Besides. any cordial reception company must place clearly about the factors which are impacting the demands and demands of consumer. After that. they can offer different types of merchandises to carry through consumers and do net income.

Section 2 – EVALUATE MAIN FACTORS AFFECTING CONSUMER DEMANDS & A ; TYPES OF HOSPITALITY PRODUCTS

2. 1 Seasonality

Harmonizing to Butler ( 1994 ) . “seasonality is a temporal instability in the phenomenon of tourism” . Seasonality affects the figure of tourers. their willing to pass and demands. If company is looking for more net income. understanding consumers’ demands is an indispensable process. However. it may be a positive or negative impact for any cordial reception company. For positive impact. it can have more hard currency at extremum season to cover the fixed cost for the full twelvemonth. Using the tenancy rate for hotel industry compare between extremum season and low season as an illustration. based on the research statistics of hotel room tenancy study from Hong Kong Tourism Board. there is about 10 % higher hotel tenancy rate than low season compared with extremum season. ( Appendix 1 ) On the other manus. for negative impact. it is difficult to pull off good for any cordial reception company because of instable status. It needs to enroll some parttime employees to function the disconnected alteration of consumers at extremum season. However. supplying consistent service to consumer is highly of import to run into their outlook and generate experience which is differed to the other rivals harmonizing to the service bringing model ( SDF ) .

The happening of seasonality period and frequence may affected by conditions. There are different consumer demands for different conditions state of affairss. Harmonizing to K. Blazejczyk ( 2007 ) . “weather is a factor that influences the possibility of out-of-door diversion and tourism” . In summer. consumers may look for the installations to bask sand and sea. such as Sanya in Mainland China and Male in Maldives. In winter. consumers may look for the installations to bask ski and spa. such as Helsinki in Finland and Stockholm in Sweden. Using Maldives as an illustration. although the mean temperature for the full twelvemonth is around 27-29°C. there is an obvious difference for the showery yearss per month. ( Appendix 2 ) Based on the statistics. from January to April and from May to December are the extremum season and low season to go Maldives severally. Therefore. consumers may demand for different finishs and cordial reception merchandises when there are different seasons.

2. 2 Monetary value

“Buyers are more monetary value medium when the disbursal accounts for a big per centum of buyers’ available income or budget. ” Harmonizing to Thomas Nagle and Reed Holden book ( The scheme and Tacticss of Pricing ) . That means why cordial reception company must understand consumers’ outlook for the hereafter. This outlook is non merely include their coveted cordial reception products’ quality. but besides cordial reception products’ monetary value excessively. If the merchandise merchandising monetary value is higher than consumers’ budget. they would non pass money on it. It is because cordial reception industry is one of the most competitory industries. There are a thousand of rivals to compare tonss of things by consumer. including monetary value. For any industry. there is a monetary value distinction. That means there are different monetary values from the same supplier. In cordial reception industry. monetary value distinction largely exists because of value difference. Hospitality company will offer higher monetary value if more and more merchandises or services are provided to consumer. On the other manus. “cheaper monetary values can arouse perceptual experiences of lower quality” . which is mentioned in an article written by Terri Zwierzynski in 2005. Therefore. monetary value can be adjusted by any consumer. It is because if they prefer more merchandises and services. there is a higher monetary value for that type of cordial reception merchandise for certain.

Using air ticket as an illustration. it is non a must for the same monetary value if two consumers take the same flight from Hong Kong to Tokyo although they are siting at economic cabin excessively. It is because if one consumer does non prefer excessively much limitations ( e. g. Refund/Reroute ) for his/er ticket. ( s ) he needs to pay more money to take the trip than another consumer. Using a consumer chooses two Hong Kong hotels ( Hong Kong Gold Coast Hotel at Tuen Mun and Marco Polo Hongkong Hotel at Tsim Sha Tsui ) as an illustration. Compared on the same reserve day of the month. the lowest monetary value is HKD $ 1. 950 and HKD $ 4. 200 severally. At this state of affairs. most consumers may see Hong Kong Gold Coast Hotel as their concluding adjustment when they travel to Hong Kong since it provides an attractive monetary value. Therefore. consumers may demand for higher or lower monetary value in related to their required services.

2. 3 Location

Actually. some consumers may set location and monetary value factor as the same standard to see when they are taking cordial reception merchandises. However. handiness clip is besides of import to be another consideration out of monetary value since tourers travel to their finishs may merely hold a limited of clip. Consequently. one time a cordial reception company supply such an attractive type of cordial reception merchandise. it will non hold excessively many consumers if this company is locating at far off from tourist country. Since handiness is one of the major considerations to bask the cordial reception merchandises and services for some of the consumers. they will non prefer to pass excessively much clip for traffic. For the relationship of location and monetary value. once the cordial reception company which is locating at urban country must offer a higher monetary value than the rural country cordial reception company. That means if some of the consumers have a limited of budget to pass on cordial reception merchandise and they do non mind to traffic a long clip. they may still take for the lower monetary value cordial reception merchandise.

Using the above Hong Kong hotels as an illustration excessively. consumer may see Marco Polo Hongkong Hotel as their concluding adjustment when they travel to Hong Kong since it is more convenient than Tuen Mun as good after tourers shopping at Tsim Sha Tsui. They can pass more clip on shopping alternatively of refering traffic clip to Tuen Mun to take remainder. However. there is an reverse proportion for location and monetary value compared with the above illustration. The undermentioned illustration is the close finish the lower monetary value. the farther finish the higher monetary value. It is because the air ticket menus for going to long-haul finishs ( e. g. London ) must be more expensive than going to short-haul finishs ( e. g. Taiwan ) leaved from Hong Kong. Besides. presume that an air sick employee is awarded an inducement travel. ( s ) he will still take Taiwan as the concluding finish although there is around HKD $ 4. 000 difference comparison between these two finishs. Therefore. if consumers do non desire to pass excessively much clip on traffic. they may take the cordial reception merchandise with the nearer one.

2. 4 Contemporary issue

Presents. planetary heating and clime alteration are the most concerning modern-day issues. They refer to an addition in mean planetary temperatures. Bing one of the liquidators. start from today to protect the environment and precaution human being’s wellness will ne’er tardily. Therefore. consumers are get downing to concern environmental-friendly consciousness and usage recycle merchandise. including cordial reception industry. More and more consumers may get down to bask “green” merchandises and services. such as The Green Hotel. Harmonizing to The Hotel Association of Zhejiang Province – Green Hotel Guidelines ( 2005 ) . “The Green Hotel is necessary to set hotels’ mentalities. development schemes. direction manners and service. to implement pure production. to provide merchandises that are healthy and safe for human existences. to construct up public consciousness of environmental protection. to alter traditional impressions of ingestion and to promote “green” ingestion. ” Choosing “Green Hotel” is an action to back up environmental protection. For Hong Kong Hotel Industry. Hotel Nikko Hong Kong is one of the cordial reception companies to wake up consumers. It is the first hotel to implement energy and H2O preservation programmes in Hong Kong start from 1992. One of the enterprises is utilizing energy-efficient equipment. such as energy-saving visible radiation bulbs. Furthermore. fall ining ecotourism and green touristry is another illustration in cordial reception industry.

Consumers must back up the sustainable development if they want to utilize the same merchandise or bask the same position. One of the definitions of ecotourism is “the pattern of low-impact. educational. ecologically and culturally sensitive travel that benefits local communities and host countries” . mentioned by Honey ( 1999 ) . However. this is merely the guidelines without any statute law limitation. Who knows that how many cordial reception companies can bring forth such an ecotourism merchandise every bit same as the guidelines? Last but non least. the International Green Awards can acknowledge any corporate are holding social-corporate duty that conveying sustainability construct when they are run intoing consumer demands for services at the same clip. Therefore. consumers may demand a cordial reception company to supply more green merchandises if they aware the environmental issues.

Section 3 – CONCLUSION

Different consumers may hold different factors to act upon their demand for international cordial reception merchandises. Besides. it depends on different standards considered by consumers. For illustration. some consumers may concentrate on monetary value or environmental issue. Therefore. cordial reception company must continuously to cognize more about its mark consumers’ outlook and their demands excessively. If they fail to run into consumers’ demands. they may confront a loss state of affairs.

Mentions

* Crystal Green. Factors impacting selling in Travel & A ; Tourism. from hypertext transfer protocol: //www. ehow. com/list_6698321_factors-affecting-marketing-travel-tourism. hypertext markup language * Hagmann. J. Connolly. M. . Ficarelli. P. . Ramaru. J. ( 2002 ) . The service bringing model. from hypertext transfer protocol: //www. picoteam. org/pdf1/SDF2. pdf * Rene T. Domingo. Consistency in service quality. from
hypertext transfer protocol: //rtdonline. com/BMA/CSM/9. hypertext markup language * Stephan Weidner ( 2006 ) . Seasonality in touristry: A reappraisal of seasonality of hotel accomodation in New Zealand. Retrieved from: hypertext transfer protocol: //www. hausarbeiten. de/faecher/vorschau/122991. hypertext markup language * K. Blazejczyk ( 2007 ) . Weather restrictions for winter and summer touristry in Europe. 116-121. Retrieved from Developments in Tourism Climatology hypertext transfer protocol: //www. mif. uni-freiburg. de/isb/ws3/report/ * Hong Kong. Department for Hong Kong Tourism Board ( 2012 ) . Monthly study on the mean hotel room tenancy rate for all classs by month 2011-2012. Retrieved from: hypertext transfer protocol: //partnernet. hktb. com/pnweb/jsp/comm/index. jsp? charset=en & A ; pageContent= % 2Fjsp % 2Frso % 2Frso. jsp * Detailed monthly sum-up of the conditions in the Maldives. From hypertext transfer protocol: //www. maldivesdivetravel. com/maldives-weather * Nagle. Thomas and Holden. Reed. ( 2002 ) . The Strategy and Tactics of Pricing. Prentice Hall. ( pp. 84-104 ) .

* Terri Zwierzynski ( 2005 ) . Differentiation — Smart Marketing Strategies for the Solo Entrepreneur. Retrieved from: hypertext transfer protocol: //www. powerhomebiz. com/vol150/differentiation. htm * The Hotels Association of Zhejiang Province ( 2005 ) . Green Hotel Guidelines. Retrieved from Green Peace hypertext transfer protocol: //www. Greenpeace. org/eastasia/Global/eastasia/publications/reports/others/2005/green-hotel-guidelines. pdf * Hotel Nikko Hongkong. Green Practice. from hypertext transfer protocol: //www. hotelnikko. com. hk/greenpractice/ * Honey. M. ( 1999 ) Ecotourism and Sustainable Development: Who Owns Paradise? . Washington D. C. : Island Press.