Strategic target customers of food and beverage offerings in full-service hotels: Outside-hotel customers
- Authors
- Mun, Sung Gyun; Park, Eunhye Olivia; Woo, Linda
- Issue Date
- Apr-2022
- Publisher
- ELSEVIER SCI LTD
- Keywords
- Gastronomic experience; Hotel F& B offerings; Hotel operating performance; In-house guests; Outside-hotel customers
- Citation
- International Journal of Hospitality Management, v.102
- Journal Title
- International Journal of Hospitality Management
- Volume
- 102
- URI
- https://scholarworks.bwise.kr/gachon/handle/2020.sw.gachon/83890
- DOI
- 10.1016/j.ijhm.2022.103159
- ISSN
- 0278-4319
- Abstract
- A strategic focus by full-service hotels to attract outside-hotel (i.e., non-hotel) customers significantly improves their operating performance in both the food and beverage (F&B) department and the rooms department. In these aspects, a full-service hotel's unique gastronomic resources should be considered important attributes for attracting niche gourmet tourists and developing a strategic competitive advantage. Targeting outside-hotel customers can also be beneficial for generating additional cash flow and improving gastronomic brand awareness. Therefore, most full-service hotels should substantially redefine their F&B offerings and target customers, as focusing heavily on in-house guests is not an effective business strategy but rather a waste of costly resources. Full-service hotels should proactively expand their F&B offerings to local residents and compete with independent local F&B premises in various business aspects. © 2022 Elsevier Ltd
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