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MKT335 Marketing of Services Assignment
In the current world of high cost and high intensity marketing activities, word of mouth marketing is still one of the easier and low cost marketing endeavours that can be done by the companies with a high level of effectiveness and efficiency (Dichter, 1966). This is similarly important to be done by the companies in the travel and tourism industry as well. It is possible for the companies to achieve the same intentionally as well as unintentionally.
The unintentional achievement of the same is possible for the companies in the scenario the travel and tourism services by the companies are exceptionally well and a significant share of the customers of the company are so satisfied that they share information regarding the services of the company with the other people. Because of the advent of the internet and the social networking websites, the methods of spreading word of mouth have changed significantly (Kietzmann, 2013). The word of mouth these days are being mediated through the electronic means including the internet and the social networking websites. This has been termed as electronic word of mouth (eWoM) and the other media for spreading of this includes websites, blogs, instant messages, news feed about the service of the company. The dependency of the process of word of mouth marketing is on the added credibility of person-to-person communication, a personal recommendation (Kietzmann, 2013).
As far as the intentional achievement of the same is concerned, the companies are also making use of this type of marketing through commercially motivating word of mouth from the consumers. This is being termed as Proconsumer WOM. There are various best practices for the organizations in the travel and tourism industry for effective utilization of the Proconsumer WOM. WOM includes various subcategories, including buzz, blog, grassroots, viral, brand advocates, cause influencers and social media marketing (Lang, 2013).
The value of WOM increases for the tourism companies due to multiple factors. The most important of these come from the fact that this industry deals with services which are experiential for the consumers and hence the decision regarding judging and choosing of the service providers depends heavily on the feedback and recommendations of the other people who have used the service of the company previously. Also due to the very nature of the WOM, the cost associated with this significantly lower than that of the other similarly effective marketing activities. Also the word of mouth has an exponential nature, through which it may be possible for the newly setup companies to achieve otherwise difficult and time consuming marketing objectives within a much shorter period of time. One of the major example of the WOM activities which can be often viewed for this specific industry is the paid or unpaid reviews of the hotels and resorts in the various related websites. The most prominent of these websites is Tripadvisor which is visited by people all over the world before making a choice regain their travel destinations as well as the choice of hotels. eWOM is also well utilized by Thoams Cook which is a global giant in this industry.
- Dichter, Ernest (1966). "How Word-of-Mouth Advertising Works". Harvard Business Review 44 (6): 147–166.
- Kietzmann, J.H., Canhoto, A. (2013). "Bittersweet! Understanding and Managing Electronic Word of Mouth" (PDF). Journal of Public Affairs.
- Lang, Bodo; Lawson, Rob (2013). "Dissecting Word-of-Mouth's Effectiveness and How to Use It as a Proconsumer Tool". Journal of Nonprofit & Public Sector Marketing 25 (4): 374–399. doi:10.1080/10495142.2013.845419. Retrieved 22 January 2014.
- Lang, Bodo; Hyde, Ken (2013). "Word of mouth: What we know and what we have yet to learn". Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior 26: 1–18.