Marketing : 10743493 1

Running head: CRITIQUE1CritiqueNameInstitutionCRITIQUE2Martin, D., Rosenbaum, M., & Ham, S. (2015). Marketing tourism and hospitality productsworldwide: Introduction to the special issue. Journal of Business Research, 68(9), 18191821. doi:10.1016/j.jbusres.2015.01.008Article OverviewIn many businesses all over the world, consumer behavior has been used to give differentcompanies an edge in their marketing strategy. The tourism and hospitality industry has not beenleft behind and in this case, the concept is used to deliver services in this industry in a dynamicway. According to Martin, Rosenbaum, and Ham (2015), consumer behavior has been used topredict the expectations of the consumer and hence enabling various businesses in the tourismand hospitality industry to stay ahead of the competition. This article has the hypothesis that theuse of consumer behavior has a huge impact on the ability of different players in the serviceindustry to successfully deliver on their mandate. This article uses secondary data fromacclaimed researchers on tourism and hospitality who gives their view on how consumerbehavior impacts the industry. The article explores themes that are related to the use of consumerbehavior in the tourism and hospitality industry, for instance, the impact of social media. Thearticle concludes that people will visit a different destination for varying reasons for that reason,studying consumer behavior is very vital in the tourism and hospit ...


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