The Role of Relational Marketing in Specific Contexts of Tourism

Abstract

SMM (social media marketing) aims to produce content that users share in their various social media applications in order to increase brand exposure and broaden customer reach. There are numerous marketing techniques to apply in social media in order to involve the customer, some of which have costs and others do not. Digitization was a real challenge for any hotel company, requiring cautious and well-planned action to be successful. In this sense, the nature of social networks demands the adoption of a constructivist perspective, that is, a perspective that involves affirmations of knowledge based on individual and collective experiences. Presently, being present in social networks presents itself as a high value advantage, allowing to expose the brand, product, or idea, at a low cost, to a high audience. This chapter aims to systematize some relational marketing best practices that are identified in the luxury hotel segment in Europe (i.e., communication). Specifically, some examples of relational marketing (hotel/consumer) in terms of communication will be identified and analysed.

The Effect of Relationship Marketing Practices on Customer Loyalty in the Food Service Industry: A Qualitative Study on Senior Sales and Marketing Professionals

“…It is argued that relationship marketing is a more appropriate strategy for service industries. Accordingly, if there is a periodic and continuous service demand by the customer, if customers control the choice of businesses, if there are business options to create alternatives, if brand switching is a general phenomenon, if word-of-mouth advertising is an effective communication type, and if there is product power suitable for cross-selling, relationship marketing strategies can be used (Sousa, Magalhães & Soares, 2021). Berry (2002) examined how relationship marketing can be applied to service industries and concluded that relationship marketing is a suitable strategy, especially for services, since it covers the situations mentioned above.…”

Relationship marketing and customer loyalty of a gastronomic company in Peru

“…En este aspecto, la naturaleza de las redes sociales hoy exige la adopción de una perspectiva constructivista, lo que significa en otras palabras, una perspectiva que involucra afirmaciones de conocimiento basadas en las experiencias individuales y colectivas. Hoy por hoy, estar presente en las redes sociales se presenta como una ventaja de alto valor, que permite a las empresas exponer la marca, sus productos o ideas, a bajo costo, a una alta audiencia [6] .…”