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ABSTRACT
From Frameworks to Foundations: A Critical Look at the 4Ps-to-4Es Transition in Hotel Marketing
Varga Szemes
ABSTRACT
The conceptual review "Reconceptualizing the Hotel Marketing Mix: Balancing the Transition from the Traditional 4Ps to the Customer-Centric 4Es" makes a timely and welcome contribution to hospitality marketing scholarship. Its central claim—that hotels need not abandon the classical 4Ps (Product, Price, Place, Promotion) in favor of the customer-centric 4Es (Experience, Exchange, Everyplace, Evangelism), but should instead integrate the two—is intuitively appealing and reflects a broader trend in marketing theory toward hybrid, rather than replacement, models.
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