Priority Setting to Influential Factors in the Hotel Management Industry Marketing with Emphasis on AHP Method (A Case Study: Guilan Province)

Subject Areas : Urban and Regional Planning Studies

ali  gholipour ¹ (استادیار دانشگاه آزاد اسلامی واحد رشت)

Received: 2008-12-29 Accepted : 2009-09-16 Published : 2009-08-23

Keywords: customer satisfaction, Hotel management, Elements associating the service marketing, Analysis of hierarchy process,

Abstract :

Hotel management is a branch of tourism industry, and is classified as one of the service activities in the marketing issues. In contrast to the goods, services are invisible and intangible in nature. Owing to this fact, customer satisfaction is a tough issue to achieve. The present article includes a survey of 30 hotel managers in Guilan province on how to provide customer satisfaction and classify its dimensions, and through utilizing the analysis of hierarchy process (AHP), and Expert Choice soft ware, pair comparisons for customer satisfaction were done, and the dimensions are compared and prioritized through eight elements associating the service marketing including price, product, distribution, promotion, processing, physical evidence, personnel and productivity. The “price” factor among the elements associating the hotel management marketing gained the highest priority to provide customer satisfaction. The logicality of the priority setting in the aforementioned eight elements was confirmed by the hotel managers and the customers, and the order of the other priorities was set respectively as the personnel, product, promotion, distribution, processing, physical evidence, and productivity.