Influence of Marketing Practices on Hospitality Performance

Advanced Research
Methods

ABSTRACT
Marketing is the set of institutions, activity and processes for delivering offering that
have more value to clients. There are number of marketing practices such as global distribution
system, get savvy with social media etc. These are main practices of marketing that have direct
influence on overall performance of hospitality industry. Ritz Carlton is a chosen hospitality
organisation that provides their services around the world. Main aim of this dissertation is to
analyse influence of marketing practices over the performance of hospitality organisation. In
order to accomplish this aim, different number of activities were completed by researcher.
Introduction is a first activity that have been done by developing effective objectives and
creating main rationale behind doing this research. Along with this, literature review is another
activity that supported in accomplishment of research aim and objectives systematically. In this,
different sources i.e. books, magazines etc. were used for collecting in-depth and detailed
information about the marketing practices. For gathering information about this, number of
methods have been used including questionnaire, deductive approach, quantitative research,
content analysis, positivism philosophy etc. These are main methods that helped in gathering of
reliable data regarding the current research. Data findings have been completed by using
questionnaire as it helped in collection of quantitative information. Discussion and conclusion is
another tasks within an investigation which have been done on the basis of findings. Under
recommendation, number of suggestions were provided to the hospitality industry. These
suggestions main related with the growth and success of company. At last, reflection have been
completed by providing entire information about the individual experience. In this, benefits and
drawbacks of research on individual performance have been explained which help reader in
identification of research importance.

Table of Contents
TITLE .............................................................................................................................................1
CHAPTER 1: BACKGROUND .....................................................................................................1
Overview of the report ...............................................................................................................1
Research Aim..............................................................................................................................2
Research Objectives....................................................................................................................2
Research Questions.....................................................................................................................2
Rationale of the report ................................................................................................................2
Rout Map of the report ...............................................................................................................3
CHAPTER 2: LITERATURE REVIEW ........................................................................................5
Importance of marketing practices for hospitality organisation.................................................5
Several marketing activities that help Ritz Carlton in improving its performance.....................7
Several challenges related with marketing activities that Ritz Carlton may face.......................8
CHAPTER 3: METHODOLOGY.................................................................................................11
CHAPTER 4: FINDINGS ............................................................................................................20
CHAPTER 5: DISCUSSION AND CONCLUSION ...................................................................39
CHAPTER 6: RECOMMENDATIONS .......................................................................................43
CHAPTER 7: REFLECTION AND ALTERNATIVE RESEARCH METHODOLOGY ..........44
REFERENCES .............................................................................................................................46

TITLE
To analyse influence of marketing practices over the performance of hospitality
organisation.
CHAPTER 1: BACKGROUND
Overview of the report
Marketing introduces to activities which are used by an organisation to promote their
product and services in marketplace. There are certain aspects of marketing such as selling,
promoting, advertising and delivering products to customers or other organisations. Additionally,
marketing is the systematic process of interesting potential clients and customers in products and
services offered by an organisation (Bowie and et. al., 2016). There are number of marketing
practices including setting of attainable goals, define target market, establish a clear brand
identity, utilisation of Facebook advertising, utilisation of more channel etc. These are consider
main practices of marketing which will be useful for an organisation in promotion of its services
and products to the customers and in marketplace.
Along with this, this report is based on hospitality industry that depends on the
availability of disposable income and leisure time. The hospitality industry is one of the fastest
and largest growing industries in all over the globe. The industry comprises of different number
of sub-sectors such as restaurant, resort and hotel sector. Hospitality industry is a fastest sector
that most nations in all over the world try to develop. This is a broad category of fields in the
service sector that includes food and drink services, lodging, themes parks, event planning,
travelling, cruise line, transportation etc. These are main services that were provided by
hospitality industry to their customers. Ritz Carlton is a best example of hospitality organisation
that provides number of services to the customers (Hassanien and Dale, 2019). Ritz Carlton is a
chosen American multinational organisation that operates the luxury hotel chain. The company
was founded in 1983 by Cesar Ritz and headquartered in Bethesda, Maryland, United State. This
hotel specialise in producing their services in different categorises such as hotels & resorts,
residences & clubs, meeting and weddings, Marriott bonvoy, SPE, Shop etc. There are different
practices of marketing that were used by Ritz Carlton in order to attract larger customer base.
These practices are know ideal guest, start collecting ideas, create a conversation, optimise for
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SEO, share user generated content, develop a posting schedule etc. These practices help hotel in
increasing its sales and market share.
Research Aim
The aim of research is “To analyse influence of marketing practices over the performance
of hospitality organisation.” A case study on Ritz Carlton.
Research Objectives
 To understand the importance of marketing practices for hospitality organisation.
 To determine several marketing activities that help Ritz Carlton in improving its
performance.
 To ascertain several challenges related with marketing activities that Ritz Carlton may
face.
Research Questions
 What is the importance of marketing practices for hospitality organisation?
 What are different marketing activities that help Ritz Carlton in improving its
performance?
 What challenges Ritz Carlton may face related to marketing activities?
Rationale of the report
Main purpose for conducting this report is to identifying the effectiveness of marketing
practices within a hospitality industry. Marketing is necessary for each organisation because it
support them in advertising of their products and services to the customers as well as in
marketplace. This research is important at personal as well as academic level. Personally, this
research assist an individual (Researcher) by improving their skills about the research such as
literature review quality, time management knowledge, data collection skill, data analysis skill
and many other (Hoque, 2013). These are main skills that help investigator in completion of
research activities effectively and systematically. This research is also significant at academic
level by enhancing student's knowledge about the marketing practices and its impact on overall
performance of hospitality industry. If this research is publish in market will also help society by
increasing their understanding regarding the marketing and importance of its practices over
performance of hospitality industry.
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Rout Map of the report
This is an important part of research project that includes entire activities or chapters of
dissertation. There are some chapters which will be determined as below in detailed manner.
These are:
Introduction: This is a first activity of research project that includes number of aspects
such as research aim, objectives, questions, rationale, overview of the topic etc. These are
consider sub activities in introduction chapter that will be beneficial for reader in identification
of main purpose for doing this investigation (Inkinen, 2016).
Literature Review: This is a main chapter of research project as it help in identification
of gaps and conflict in previous study. This activity is completely based on secondary data which
is collected through books, articles, magazines, publication study etc. These are main sources of
secondary data which will be used in this section. Under this section of investigation, different
authors have to provide their view point regarding the marketing practices and its usefulness
within hospitality industry. As it is important activity that support in gathering of in-depth
information regarding the current study.
Research Methodology: This is another main activity that includes number of methods.
Qualitative or quantitative research, primary and secondary method of data collection, positivism
or interpretivisim philosophy, inductive or deductive approach, time horizon, research instrument
etc. These are main methods that will be used for collecting and analysing information regarding
the marketing practices (Jakada and Gambo, 2014).
Findings: This chapter is completely based on primary data collection method. For this,
questionnaire will be used by researcher for gathering and analysing quantitative data about the
marketing practices. In this chapter, number of close-ended questions would be prepared which
help reader in identification of respondent's opinion about the topic.
Discussion and conclusion: Discussion is based on primary and secondary data. With
the help of questionnaire researcher can easily discuss primary data which will be beneficial in
completion of dissertation systematically. On the other hand, literature review is used for
discussion secondary information in systematic manner. Along with this, conclusion is based on
findings which will be beneficial for reader in determination of information about the research
aim and objectives are achieved or not (Leonidou and et. al., 2013).
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Recommendation: This is a last part of research project that is also based on findings. In
this chapter some recommendation will be provided to the company about how to attract
maximum number of customers and how to increase sales through marketing practices
(McManus, 2013).
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CHAPTER 2: LITERATURE REVIEW
Literature review is a sort of scholarly paper, which includes number of current
knowledge about the substantive findings. This also includes methodological and theoretical
contribution to a specific area of study. This is essential because it shows the relevance and
originality of research issue. Additionally, it is a comprehensive summary and detailed
information of previous study on a topic (Palacios-Marqués, Merigó and Soto-Acosta, 2015). It
is a systematic process that helps researcher in gathering of detailed and secondary information
through different sources such as magazines, books, articles, etc. These are consider main
sources which help in determination of author's point of view about the topic. Main purpose of
this section is to give foundation of knowledge on specific field of study or topic. In this part of
research project, each objectives of research are address in systematic and ethical manner.
Importance of marketing practices for hospitality organisation.
As per the view point of Ward (2019), marketing introduces as an effective process of
interesting potentials customers towards specific product or services. Marketing is the
management and study of exchange relationship. In addition, it is the business process of
developing relationship with and fulfilling customers needs and wants. Marketing is branding,
pricing, naming and the bridge between earned and paid media. Therefore, it is an essential
process of building strong relationship with customers and prospects so that an organisation can
profitably develop and advertise product and services. In simple word, marketing is the activity,
set of institutions and process for developing, communicating, exchanging and delivering
offerings that have value for partners, clients, customers and society at large. Thus, marketing is
essential and necessary for each organisation in promotion of their products or services in
marketplace and to the customers.
According to the Mitchell (2018), there are number of marketing practices such as
analysation of unique position, optimisation of visibility, sell value not price, formalisation and
revise strategy, provide gifts to clients etc. These are main practices of marketing that will be
beneficial for hospitality industry in maximising customer base. Along with this, marketing is
significant and essential part of business success and growth. As it will help an enterprise in
increasing number of customers and maximising sales. Along with this, in hospitality
organisation, marketing practices plays an essential role in building a strong brand image,
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