THE IMPORTANCE OF PHYSICAL EVIDENCE IN THE HOTEL INDUSTRY WITHIN THE TOURISM SECTOR

• Sattorova Shokhsanamkhon Isokhjon Kizi

  Korea International University in Fergana Teacher of Tourism Management Faculty

  Author

The tourism sector primarily provides customers with various tourism products and services. The main evaluators of these products are the customers themselves. A tourism product has distinct features — the most crucial being its attractiveness to customers. In addition, such products are created by tourism organizations to generate economic and financial profits, which is another fundamental aspect. The third is usability. However, the primary and most significant characteristic is its tangible form, i.e., physical appearance. Among all features, attractiveness remains the most critical. If a tourism product lacks appeal — regardless of its other features — it is unlikely to attract customers or succeed in the market.

Product diversification distinguishes tourism products from others. That is, only if the product differs in price, appearance, and form can it find its segment in the market. While evaluating the quality of a product is relatively straightforward, evaluating the quality of a service is much more complex. In this process, the additional services provided to the customer play a crucial role. Even if a service is fully delivered, a customer may still not consider it high-quality unless certain expectations are exceeded. This is where Physical Environment (Evidence) becomes key.

Kotler, P., Bowen, J. T., & Makens, J. C. (2016). Marketing for Hospitality and Tourism (7th ed.). Pearson.

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services Marketing: Integrating Customer Focus Across the Firm (7th ed.). McGraw-Hill Education.

Booms, B. H., & Bitner, M. J. (1981). Marketing Strategies and Organization Structures for Service Firms. In: Marketing of Services, American Marketing Association.

Ryu, K., & Jang, S. (2008). Influence of restaurant physical environments on emotion and behavioral intention. International Journal of Hospitality Management, 27(2), 310–321.

Bitner, M. J. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing, 56(2), 57–71.

Han, H., & Ryu, K. (2009). The Roles of the Physical Environment, Price Perception, and Customer Satisfaction in Determining Customer Loyalty in the Restaurant Industry. Journal of Hospitality & Tourism Research, 33(4), 487–510.

• PDF