Assignment CHM601 Contemporary Hotel Marketing

Running head: CONTEMPORARY HOTEL MARKETING
CONTEMPORARY HOTEL MARKETING
Name of the student
Name of the student
Author Note

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CONTEMPORARY HOTEL MARKETING
Introduction
Tourism industry is considered one of the fastest and largest growing sectors. To
accomplish this research on the characteristics, needs and the buying behavior of consumer,
Family travelers have been selected from the different categories of travelers (Hoque, 2013).
This report deals with the contemporary marketing strategy and helps understand the
purpose and understand the consumer needs as well as the factors that are taken into
consideration while selecting a hotel. People choose hotels depending on various purpose and
factors.
This purpose of this research plan is to help in understanding the specific needs and
the selection behavior of a specific group of customer who have been selected. This relative
research analysis has been done on the hotel industry.
Situation analysis of the investigation
In order for the hotel and tourism industry to maintain or improve its current status it
is dependent on tourists travel decisions which are reflected in their buying behavior as well
as their nature and characteristics (Narteh et al., 2013). The destination choice is also one of
the influential factors that reflect the buying behavior of the travelers. This report analyzes
and explains the characteristics of family travelers. The factors that influence the travel
behavior are mostly due to the attribution towards the cultural, travel motivation, financial
situations and the experience (Jani & Han, 2014).
The travel motivation is one of the important and integral part of the travelling
behavior that has been widely researched and analyzed. In order to understand the prospects

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CONTEMPORARY HOTEL MARKETING
of a hotel’s business, it is therefore important to understand the significance of the traveler
characteristics and the behavior.
The traveler behavior is subjected to certain behavior in terms of travelling such as
before, during the trip and after travelling. This behavior is direct result of the interaction
between the personal and environmental strains on a continuous basis. The usual behavior of
the family travelers is subjected to change and influence from people and situations from both
the ends. This influence is instrumental in the reaction and the buying pattern of the travelers.
The travel behavior is therefore the way in which tourist behaves and direct themselves
towards any particular product and their response after the using experience (Li et al., 2013).
In order to predict the travel and consumer behavior it is extremely crucial to
understand the needs as well as the characteristics of a person and the way of reacting
towards any specific situation or product based on the attributions (King, So & Grace, 2013).
Several researchers have identified the factors that influence the family travelers to to
behave in their own respective manner, the situational factors as well as the environmental
factors. Motivation of the person with the family is usually approached from the other
members of the family who tend to influence the family head to take up the decision of
travelling and recreation. Sometimes it is the individual needs of the family head to take up
the cause to travel with other members of the family for recreating themselves.
Based on the Maslow’s hierarchy theory of self-actualization and motivation the main
driving force of the family travelers are usually from family members or inner situational
influence. These travelers usually finds the need to travel with the family in order to escape
from the daily chores of the life, from the everyday environmental influence and overload as
well as discovery and self evaluation, also strengthening the familial bond between the
members (Cherry, 2014).