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CHM601 Contemporary Hotel Marketing

   

Added on  2020-05-11

8 Pages1674 Words104 Views
Running head: CONTEMPORARY HOTEL MARKETINGContemporary Hotel MarketingName of the student:Name of the University:Author Note:

1CONTEMPORARY HOTEL MARKETING1. IntroductionThe hospitality industry is one of the fastest growing industries of Australia. Thisindustry includes hotels and resorts that offer luxurious stay to the tourists visiting Australia,along with catering to the needs of business travellers. This assignment highlights the macro-external factors that have a key role to play in affecting the hospitality industry of Australia. Thevarious factors that constitute the macro-external factors include the demographic factors,political and legal factors, economic factors, social and cultural factors, technological factors,and demographics. The significance of each of these factors has been described in details thusshedding light upon the extent of significance that each of these factors have. 2. External macro-environmentDemographicsThe demographics is one of the most important factors that have a significant effect on theworking of the hospitality industry. The demographics include the age of the people visitingAustralia, along with shedding light upon the gender of the majority of the people affecting thehospitality industry. The demographics have a key role to play in the hospitality industry. This isbecause depending upon the age ,gender and nationality of the majority of the tourists visitingAustralia, the hotels and resorts well equipped themselves to Cater to the needs of tourist (MokSparks & Kadampully, 2013). For example if the majority of the tourists visiting Australia arefrom Asia, then the Asian culture and Asian food needs to be catered to the tourists by the hotels(Amelung & Nicholls, 2014). However if the European tourist dominate, the requirements willchange accordingly. Hence the demographics are an essential macro environmental factorsthat has a significant effect on the hotel and hospitality industry of Australia. Moreover with the

2CONTEMPORARY HOTEL MARKETINGpopularity of Australia as a tourist industry, a large cultural diversity among the tourists has beenobserved. This cultural diversity affects the hospitality industry to incorporate the same diversityin the services and the food they offer to the guests. Hospitality industry needs to equip them tounderstand the cultural diversity, so that out of ignorance they do not hurt the culture of anytourist visiting the hotels. Economic conditionsThe economic condition of any country is one of the major determining external factors thataffect the hospitality and tourism industry positively or adversely. Economic stability in acountry ensures prosperity that attracts more tourists. Strong economy along with highaffordability among the people encourages tourism (Buhalis & Crotts, 2013). However naturalcalamities such as drought or flood, or the break out of any disease provide an adverb situationfor tourism and hospitality industry (Dwyer et al., 2013). Encouragement from the governmentand promotion of tourism in the country attracts more tourists (Wang, 2013). High availabilityof world class transportation facilities such as flight and ships helps tourists to visit Australiaregularly (Randle & Hoye, 2016). The steady growth of Australia is also one of the importantfactors that affect tourism industry positively. CompetitionsCompetitions among the various hotels in Australia are common. In order to remain incompetitive advantage most of the hotels will ensure that they provide the best services to theguests. Competitors are mainly of 4 types (Baum, 2016). These include the direct competitorsthe product competitors the service computers and the discretionary competitors. Directcompetitors and service competitors how many in numbers since a lot of hotels and resorts cater

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