The evolution of services marketing, hospitality marketing and building the constituency model for hospitality marketing

Purpose - This paper aims to synthesize the services marketing and hospitality marketing literature, identify a gap in hospitality specific marketing models and develop the constituency model for hospitality marketing. Design/methodology/approach - This study is a research through extensive review of relevant literature in hospitality marketing and services marketing. Findings - This paper presents the constituency model of hospitality marketing which conceptualizes hospitality marketing activities as being predominately either external marketing (links between management and target market segments), interactional marketing (links between frontline providers and target market segments) or internal marketing (links between management and frontline providers). According to this model, each of these three areas has planning, implementation and control functions. Research limitations/implications - Builds upon the hospitality literature by presenting the constituency model. Practical implications - Practitioners, marketers and academics in the field of hospitality will find this useful in guiding the future growth of hospitality marketing literature and related pedagogy. The aim of this paper is to stimulate dialogue regarding the dominant paradigm in the field. Originality/value - This research examines the hospitality and services marketing and presents a new model for hospitality marketing.