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Marketing plan for hospitality and tourism industry

The study consists of two main parts, where the first part covers a brief literature review on the trends in tourism and the new tourism profile and their demand patterns. The second part is about the field research, where hotels in T urkey were taken as a population and their marketing strategies are examined in the way that how they react and adapt to these changes in the demand side.

  1. Finally 49 responded the questionnaire and sent them back to the e-mail address given to them beforehand.
  2. Thus, new consumers are influencing the pace and direction of underlying changes in the industry and the changing demand profiles of the tourists makes the satisfaction process even more challenging.
  3. Table 1- New Tourism. Marketing in Travel and Tourism, Butterworth- Heinemann.
  4. Finally, there found to be; 1. Have changing preferences of destinations and length of stay for travels, 6.
  5. The questionnaire includes closed ended questions and consists of 6 profile questions and 10 questions with many subcategories from which that respondents can choose their responses from.

The last part of the research concludes comments on findings and suggestions. Thus as the end result is a new type of consumer which may be called as the new tourist, who is more demanding, more sophisticated and educated than before. They are increasing rapidly recently. The term new is used since it is quite different and difficult to satisfy this type of consumer when compared with the classic tourist.

Due to this fact, it seems that the traditional marketing strategies used by hospitality establishments are becoming inefficient to satisfy the needs of this growing segment.

Thus, new consumers are influencing the pace and direction of underlying changes in the industry and the changing demand profiles of the tourists makes the satisfaction process even more challenging. Specifically, customers are increasingly become sophisticated in their use of technology to research, select and purchase lodging.

As a result, marketing strategies need to be adapted in order to be effective for the new tourist ISCH, 2006. Even new types of tourism products like; creative tourism, sustainable tourism, creative cultural tourism, dark tourism, real estate tourism are produced in order to meet the emerging needs Smith, 2007.

Individual trends also affect preferred tourism type and the demand profile as a whole. One of the factors affecting the tourism demand is the change in the demand profile of consumers. More learning, adventure and experience oriented tourists, seeking out authenticity — looking for real experiences 2. More flexible and independent in nature new tourists are generating demand for better quality, more value fo r money and greater flexibility in the travel experience 3.

Very much interested in sustainability, even willing to pay more 4. Very much interested in the living and participating the experience of local cultures. Have changing preferences of destinations and length of stay for travels, 6. Demanding various tourism types, like cultural heritage tourism, agri-tourism, medical tourism, health tourism, soft tourism, sustainable tourism, sports tourism, hiking, rafting, volunteer tourism, bird-watching, photography, kayaking, wild life watching, visiting national parks, mountain climbing, cruise tourism, yachting, golf tourism, fishing, educational, city tourism, etc.

Have changing demographic profiles like aging population, changing family size, etc in the future tourism establishments have to serve for everyone, from grandparents to grandchildren 8.

More stressed out and therefore are looking for relief and convenience. More technology friendly, often using internet for booking and purchasing tourism products 10.

Have growing anxiety about health and safety 1 As parallel with the characteristics of the new tourist, s ome of the emerging factors that marketing plan for hospitality and tourism industry trends in tourism demand were found to be Winkler, 2007; Semone, 2008; Griffith, 2009; Middleton, 2009: Stable basic motivation, but higher expectations on how to realize them and greater differentiation is required 2.

Growing consumer expertise and co-creation tourism where all parties like consumers and suppliers come together for the production.

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New information seeking behavior with more available technology and online resources, There are many information gathering, reservation and purchasing options using Google, travelocity, expedia, HRS, booking. Differentiation of tourism activities with the realization of the trend to realize more different types of activity within one trip, e. Expenditures are higher, but consumers are more price-sensitive due to global crisis 6.

Online tour operators and travel agencies are growing in numbers and so does innovative create your own holiday package offerings, 7. Demand is increasing for niche tourism products customized to satisfy the tastes of an increasingly discerning traveler. Table 1 below summarizes the changes in the demand which causes the new tourism and the impacts associated with the causes. Table 1- New Tourism: Therefore, hotels need to keep up the trends, learn about the cha nge in the tourist profiles, be increasingly innovative in product and market development, specifically offering tailored experiences to meet changing attitudes and beliefs of the tourists Yeoman, 2008: Recent tourism market research focuses increasingly on the 2 experience of tourists, the image they have about and the cultural context of a tourist destination since new tourists have quite a different consumption patterns when compared with the mass tourists Jager, 2009.

New tourists are looking for unique activities, tailored experiences, special interest focus, experiences in a lifestyle destination setting, living culture, cre ative spaces and creative spectacles. Some of the applicable marketing strategies and techniques appealing the new tourist segment consist of the following.

To introduce customer relationship management CRM programs or improving the existing ones, since the trend toward relationship marketing in getting popular. In addition many of them choose some type of free social network such as LinkedIn, Wayn, Facebook and Twitter for promotion tools. To incorporate health, safety, and quality standards in the tourism product and communicate them by promotional tools and advertisements Russilo et.

To pool the all similar resources and idea. Also to coordinate and plan effective marketing strategies by public and private tourism establishments Griffith, 2009.

Therefore it is recommended for tourism establishments to work together with key intermediaries in the tourism supply chain, including tour operators, the media, and guidebooks and establishing joint marketing effort with other organizations — be it public or private, local or international — in order to increase the market share Russilo et. To keep track of the inventory of attractions, equipment, and other factors affecting a destination.

To apply all aspects of push and pull strategies Guler, 2009: Using quality management systems, certification and communicate this application to target marketing plan for hospitality and tourism industry Scafarto, et. The research was considered as exploratory research and the sampling method is probability random sampling.

The total number of the all accommodation facilities in Turkey are 2566, whereas the total number of 3, marketing plan for hospitality and tourism industry and 5 star hotels make up to 1343. The distribution of the hotels according to star distribution are as follows Table 2 —Number of Hotels in Turkey 2009 Type Classification Numbers beds Hotels 5 stars 267 179964 3 4 stars 471 147153 3 stars 645 91960 2 stars 616 47490 1 star 91 6626 Other Accommodation 476 94277 Total 2566 567470 Resource: Finally 49 responded the questionnaire and sent them back to the e-mail address given to them beforehand.

Since this is a pilot and preliminary study and due to timing constraints, the analysis was done with this limited number of sample. The questionnaire includes closed ended questions and consists of 6 profile questions and 10 questions with many subcategories from which that respondents can choose their responses from. The responses were analyzed by SPSS to test some hypotheses, which were formulated by the researchers.

Measures and Data Analyses 1.

  1. Choose topics that are relevant to your audience but can also position you as n expert. This indicated that the hotel marketing strategies lacks professional trend keeping like consultancy firms, periodicals, university research and such which also should be in their portfolio for being capable of applying more effective and efficient strategies.
  2. A Good Practice Guide. By now, you are getting ready to actually start working on your hotel marketing plan.
  3. In addition many of them choose some type of free social network such as LinkedIn, Wayn, Facebook and Twitter for promotion tools.

The respond percentages make up to 95. It might be suggested that instead of using WEB, personal data gathering for 3 and 4 star hotels might be more effective. Table 3 — Distribution of Hotel Types Frequency Percent Valid Percent Cumulative Percent Valid 3stars 3 6,1 6,4 6,4 4stars 10 20,4 21,3 27,7 5stars 34 69,4 72,3 100,0 Total 47 95,9 100,0 Missing System 2 4,1 Total 49 100,0 Thus the tables related to hotels room numbers and the structure of ownership are shown below.

Management contract and other are very substantial.

marketing plan for hospitality and tourism industry Table 5 — Hotels Ownership Status 4 Frequency Percent Valid Percent Cumulative Percent Valid Individually owned 16 32,7 34,0 34,0 Partnership 11 22,4 23,4 57,4 Franchise 15 30,6 31,9 89,4 Management 3 6,1 6,4 95,7 contract Other 2 4,1 4,3 100,0 Total 47 95,9 100,0 Missing System 2 4,1 Total 49 100,0 Table 6 shows the replies to question 1 which asks if there exists a considerable change in tourist profile in the last 10 years and as can be seen from the table 6 below 34.

It is understood that business travelers are the majority with 59. Environment oriented multi stop travelers also are quite significant with 30. These are very specific market segments with special needs which forces hotels to obtain special tools and technical equipment for serving these markets. Thus it is very interesting that globally emerging markets like adventure tourists, thermal and wellness groups, heritage culture, eco and third age are not getting the attention they deserve from the hoteliers making up the sample.

It may be recommended to educational bodies and governmental organizations to inform the hotel managers and marketing staff about these new tourist groups which are increasing very rapidly lately.

The most popular way of providing information seems to be observing the alread y staying visitors and keeping track of their habits and preferences with the 87. The second best method was found to be observing tourists consumption patterns with 65. Using customer database and throug h the communication with the competitive and such organizations follow these with the 44.

How to take advantage of your online reputation to optimise your ADR

It is obvious that internet access is the most common requested technological offer from the hotel with 87. Online reservation opportunity ranks the second though the percentage is rather small as 36. From the results the main areas were found to be; easy access to destinations with 42.

Question 7 was about the views on the development potential for alternative tourism types and products. The responds indicate that the main tourism products for high increase potential in the near future are; thermal tourism 44.

It is an interesting factor that no respondent checked dark tourism, wine tourism and bird watching and only one has checked space tourism which is believed to have a high increase potential for the future.

Table 11 at the appendix shows the respondents views on the crisis and negative events having a potential to negatively impact Turkish tourism relating with question 8. The respondents mostly view the economic crisis 77.

Question 9 is about the regions and countries mainly destinations with high development potential in terms of popularity and number of visitors. China ranks in number 1 with 27 checks, the second one being North Africa with 14 checks. Question 10 is about the application of the strategies chosen by the hotel managements for the changing and developing markets in tourism. It seems that many hotels in this study are using Market development strategy 69. Thus no hotel is using niche marketing which in literature is almost always indicated as a developing marketing strategy.

Market competitor competition with all the tools like price, promotion, 15 30. The follower of the market following the industrial trend 9 18.

Each independent variable was considered as potentially in relation to the dependent variables and then there could be some associations among some of the independently variables themselves. These associations were devised as hypothesis tests at t he same time. For this purpose, almost 30 associations were considered most likely meaningful and they were included into chi- square analysis procedure by using statistical package program SPSS 13.

Marketing for Tourism & Hospitality

According to the results of the analyses, only 3statistically meaningful associations were found. The hypothesis tests and the results of chi-square analyses are as follows where the Hypotheses were stated in the null and alternate; After statistical tests and procedures in SPSS The following 3 meaningful associations were found between the variables indicated on the related tables Analysis — 1 Table 13 H10: There is no association between the changes in the tourist profile and the increasing unemployment as one of the main threat factors that will negatively affect tourism in the coming 10 years.

There is an association between the changes in the tourist profile and the increasing unemployment as one of the main threat factors that will negatively affect tourism in the coming 10 years. Analysis — 2 Table 14 H10: There is no association between the years of marketing plan for hospitality and tourism industry and the communication with the competitive and such organizations as one of the observation methods of changes and trends H11: There is an association between the years of operation and the communication with the competitive and such organizations as one of the observation methods of changes and trends Pearson Chi Square: Analysis — 3 Table 15 H10: There is no association between the changes in the tourist profile and professional training seminars as one of the observation methods of changes and trends H11: There is an association between the changes in the tourist profile and professional training seminars as one of the observation methods of changes and trends Pearson Chi Square: Since the new tourist is different than a tra ditional tourist in almost all the decision making, purchasing and consumption processes, the marketing techniques that are applicable to them are also various and different.

The main findings are stated as: According to the replies of the respondents, the most popular way of providing information on the trends in tourism industry and tourists consumption patterns seems to be observing the already staying visitors consumption habits and preferences were 87. The second best method was found to be observing other tourists consumption patterns with 65.

Using customer database and through the communication with the competitive and such organizations follow these with the 44.