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Digital Marketing for Tourism and Hospitality Assignment

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Added on  2021-06-15

Digital Marketing for Tourism and Hospitality Assignment

   Added on 2021-06-15

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Running head: DIGITAL MARKETING FOR TOURISM AND HOSPITALITYWebsite Audit: La Porchetta Student’s nameName of the Institute
Digital Marketing for Tourism and Hospitality Assignment_1
DIGITAL MARKETING FOR TOURISM AND HOSPITALITYTable of ContentsIntroduction................................................................................................................................................2Analysis.........................................................................................................................................................2Purpose of the website................................................................................................................................2Web Business Model....................................................................................................................................3Target customers..........................................................................................................................................4Target consumer behavioral issues........................................................................................................4Dynamic forces - SWOT Analysis: Strengths & Weaknesses...........................................................47Cs model........................................................................................................................................................5WebQual model.............................................................................................................................................6Analyzing the site from eCRM perspective............................................................................................7Conclusion & Recommendations..........................................................................................................8
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DIGITAL MARKETING FOR TOURISM AND HOSPITALITYIntroductionLa Porchetta is Australian and New Zealand restaurant franchise. In these countries it hasbecome one of the largest Italian restaurant chains. The first restaurant was opened in 1985 and soon it became famous because of its menu, atmosphere and other great value. The restaurant tries to be part of local community. The owner of the chain is Tony Madafferi. The web page for La Porchetta is https://www.laporchetta.com. The trademark logo of for La Porchetta is “Eat Live Love Italian”. Sara is the CEO of the La Porchetta. She was IT manager at major bank. Her skills help in supporting business operations. Link to the website: https://www.laporchetta.com/our-story/This paper is based on the 7Cs model to analyze the website. The target customer of business are the people who like Italian foods. In terms of demographics, the target audience is mid income and high-income male and female who like to go out for dining. One of the limitation of this report is that it is based only on secondary sources and primary research is not done. Analysis The website of La Porchetta is attractive and it is designed in a contemporary manner. The key sections for analysis can be discussed as:
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DIGITAL MARKETING FOR TOURISM AND HOSPITALITYPurpose of the website The main purpose of the website is to keep consumers informed about the latest offeringsat the restaurant. With this website, customers can reach out to restaurant and learn more about the latest offerings. Web Business ModelValue Proposition:Except eating, most of the formalities can be done on the site. For example: booking a table, locating the nearest store and online ordering. The customers are also provided with menu on the site. The menu is different for different regions like Melbourne Metro, Victoria Regional, New South Wales, Queensland and New Zealand. This indicates the restaurant gives special attention to the customer preference. The restaurant provides separate menu for kids as well. The kid’s menu is also reflected under the tab “MENU”.The website also demonstrates the business opportunities. Those who want to own franchise of La Porchetta can easily register themselves on the site. It is hassle free new business opportunities for many people. Testimonies of existing franchisers are already there which adds credibility factor in decision making. The website plays an important role in franchise licensing and distribution business. The company is open in terms of social connection. Its availability onFacebook, Instagram, YouTube and Google+ indicates that it is socially very active .The customers can easily put their feedback on these platforms. Thus company gives assurance of reliable service because any negative comment on these platforms will genuinely hamper the image of 30 year old brand. The company accepts vouchers on online ordering. The restaurant
Digital Marketing for Tourism and Hospitality Assignment_4

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