... in terms of the 7Ps of the marketing mix. This study has then segmented customers intending to revisit hotels, based on the similarities in their reviews. Findings In total, 71 important hotel features are extracted using text analysis of comments. The most important features are the room, staff, food...

... enabling T&HI entities to use an agile marketing strategy. The latter should be based on a flexible and customer-centric approach. Practical implications This paper provides a VUCA framework for adapting marketing mix instruments to the rapidly changing hospitality and tourism industry. This paper...

... strategies and the impact on customer value. A conceptual framework is provided with marketing strategy, 7Ps, value positioning and outcomes. A survey instrument to assess perceptions of QSR marketing mix dimensions and leading QSR brands as referents was used. The study used exploratory factor...

... to be important,or whether managers rely on their own assessment of the location′s importance in attracting custom. The other element of the marketing mix in which location should be important is pricing. Since location is a fixed attribute, it has to be considered within strategic, or basic, room...