This paper treats challenges for marketing a horse farm concerning the tourism product's characteristics.
A stay on a horse ranch as a complex tourism product is defined like all services by the four key attributes such as intangibility, perishability, inseparability and variability, which have major impact on how the product is marketed and sold. Selling an intangible product prompts up challenges in marketing. Therefore it is crucial for the horse rancher to improve his selling strategies by dealing with different options such as tangibilization of the product and managing Word-of-Mouth communications. The consumer can't touch, experience or consume the stay on the horse ranch until the purchase is made. Having no ability to go and visit the place before pay, it is just possible to imagine how the holiday will be.
The quality of services is likely to vary because parts like provider, location and timing play an important role. The quality of a stay on a horse ranch as a complex tourism product varies each time the product is produced and consumed. Different staff and different tourists influence the consumer tremendously in his holiday experience. In order to ensure a constant high rate of visitors, the rancher should put a lot of effort in demonstrating consistency and professionalism by offering personnel advance training, establishing standard procedures and checklists.
Inhaltsverzeichnis (Table of Contents)
- Challenges in marketing a stay on a horse ranch
- Intangibility
- Perishability
- Inseparability
- Variability
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This text explores the challenges faced by horse ranch owners in marketing their services as a complex tourism product. It examines how the four key attributes of services – intangibility, perishability, inseparability, and variability – impact marketing strategies.
- The impact of intangibility on marketing a stay on a horse ranch
- Strategies for managing perishability in tourism services
- The role of inseparability in enhancing customer experience
- Managing variability in service quality to ensure consistency
- The importance of word-of-mouth marketing in the tourism industry
Zusammenfassung der Kapitel (Chapter Summaries)
The text begins by focusing on the challenge of intangibility in marketing a horse ranch stay. It emphasizes the difficulty of consumers experiencing the product before purchasing due to its intangible nature. Strategies for tangibilization, such as using images and detailed descriptions, are presented. The importance of online reviews and word-of-mouth communication is highlighted.
The second chapter discusses the perishability of tourism services, specifically the inability to store unused capacity. It outlines methods to manage supply and demand, including pricing strategies and incentives to attract visitors during off-peak seasons. The need for offering diverse services to meet customer needs is emphasized.
The chapter on inseparability explains the simultaneous production and consumption of services. It emphasizes the significance of provider-customer and customer-customer interactions in creating a positive experience. Strategies for improving these interactions, such as personalized communication and social activities, are outlined.
The final chapter addresses the variability inherent in tourism services due to factors like staff, location, and timing. It highlights the importance of consistency and professionalism to maintain a high standard of service quality. Strategies such as staff training, standardized procedures, and regular quality checks are presented.
Schlüsselwörter (Keywords)
The key concepts explored in this text include intangibility, perishability, inseparability, and variability as characteristics of services. It focuses on the challenges these attributes pose for marketing a stay on a horse ranch. The text also emphasizes the importance of strategies like tangibilization, word-of-mouth marketing, and service quality management in ensuring successful marketing of tourism products.
- Citation du texte
- Vivian Rinza (Auteur), 2016, Challenges in Marketing the Horse Ranch Tourism, Munich, GRIN Verlag, https://www.grin.com/document/446778
