Analyse The Size And Scope Of The Global Tourism And Hospitality Industry

Logos are icons, symbols, sign, or trademark that represents a product or company. It basically summarizes what the company is all about. the main purpose of logos is to help the public remember a product. It comes in different forms, sizes, or contexts. Some logos are inspired by its respective company histories. Logos should appeal to its target audience in order for them to trust a particular company.

This sector works closely next to some other sectors within the hospitality industry. People frequently enter this moving sector from the fast food (quick service) outlets, restaurants, bars, cafes, pubs, catering or food services. Hotels were always major providers of food services, entertainment (business and conference services), leisure and sporting. (Cooper and Shepherd, 1998)

As mentioned by Rimmington & Morrison (2009), the assistance from different parts of the world presents a new and diverse outlook for future research including theoretical innovations and revelations, cultural and environmental aspects, tourist destination and other ecotourism and recreational aspects of tourism and hospitality industry (Brotherton,

While I’m an atypical U.S. consumer who doesn’t buy into marketing hype, I do have strong product/service loyalty affiliations. I’ll try to keep my Journal entry under 1000 words! I like to revisit the meaning of familiar words. Merriam-Webster (n.d.) defines loyalty as, “The quality or state or an instance of being loyal”. This is exactly what brand loyalty and loyalty programs are trying to create: an ongoing experience with multiple touch-points that captures followers and keeps them engaged through rewards, added value, and “prestige”. The goal is to lengthen “the lifetime value of the customer” (Tanner & Raymond, 2010, p. 284) which helps to maximize profits.

According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.

The scope of the hospitality industry refers to the range of businesses that provide services and facilities. The hospitality economy is one of the country’s key industries with huge growth prospects in jobs. In employment terms, restaurant are easily the largest sector, closely followed by a pubs, bars and club with the hotel sector growing more slowly, and the contract food service sector holding steady .

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

Hospitality is the relationship between the guest and the host, or the act or practice of being hospitable. Specifically, this includes the reception and entertainment of guests, visitors, or strangers. Hospitality industry includes hotels, travel & tourism, health clinic, spa, amusement parks and many more.

Brand loyalty is a measure of the attachment that a customer has to a brand. This loyalty reflects how likely a customer will become a brand switcher. Brand switching increases when the brand makes a change, planned or unplanned, such as price, product features or an unexpected crisis. According to Aacker, there is a brand loyalty pyramid.

In today’s world, it is very important for organizations to protect their intellectual property, otherwise known as creations or inventions, literary or artistic works, symbols and designs, and names and images usually for the purpose of commerce. Intellectual property (IP) is protected in law by trademarks, copyrights, trade secrets, and patents that provide recognition of their security. A logo is a symbol, design, or graphic that is affiliated with a brand, company, or organization to identify a source of goods.

A brand is defined as “a collection of symbols, such as name, logo, slogan and design that are intended to create an image in the customer’s mind that differentiates a product from competitors’ products” (Elliot, Rundle-Thiele & Waller, 2010, p.219). This makes the process of branding integral to the success of any given product in a market place

Consumers also like to develop a relationship with a brand and are loyal to those brands sometimes regardless of change, appearance, or price. Each brand has its own personality just like individuals who seek to be unique. Anything that is personable an individual gravitates to it. Brands now have the power to market to different segments utilizing personalization and personality to create a relationship.

In addition, your brand is all about the components that creates a brand that includes logo, packaging, colours,

Branding is one of the most important characteristic of any business, large or small , it's important to spend the time investigating in researching, defining and building your own brand which makes you unique from others .

The concept of Brand loyalty is defined in terms of 6 necessary and sufficient conditions. These conditions are as follows: -