Marketing for Hospitality Excellence: A Total Quality Approach

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Author(s): Anju Bala (CT Group of Institutions, North Campus, Maqsudan, India), Moushumi Banerjee (SRMS Bareilly, India), Vikesh Kashyap (Bahra University, India)and Varinder Singh Rana (City University, Ajman, UAE)
Copyright: 2026
Pages: 26
Source title: Marketing Strategies for Total Quality Management in Hospitality Excellence
Source Author(s)/Editor(s): Varinder Singh Rana (City University, Ajman, UAE), Babeet Gupta (City University, Ajman, UAE), Nittan Arora (CT Institute of Management and Technology, India)and Beenish Shameem (City University, Ajman, UAE)
DOI: 10.4018/979-8-3693-8608-8.ch001

Keywords: Business & Management / Business Science Reference / Hospitality, Travel, and Tourism Management / Marketing

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Abstract

Total Quality Management (TQM) plays a vital role in enhancing service excellence within the hospitality industry. This study explores the significance of marketing strategies in successfully implementing TQM to achieve customer satisfaction, operational efficiency, and competitive advantage. Key marketing approaches such as service differentiation, brand positioning, customer relationship management, and digital marketing are analyzed to determine their impact on quality enhancement. The research highlights the integration of customer feedback, employee training, and innovation as essential components in maintaining high service standards. By aligning marketing strategies with TQM principles, hospitality businesses can create sustainable value, improve guest experiences, and ensure long-term success.

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Marketing for Hospitality Excellence: A Total Quality Approach

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