Hotel and Hostel Management Name of the University Author note Acknowledgement
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Hotel and Hospitality Managemen (MNG93003)
Added on 2020-05-28
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Aim of the Research 8 1.3 Research objectives 8 1.4 Research Question 8 1.5 Research hypothesis 9 Chapter 2 10 Literature review 10 2.0 Literature review 10 2.1 Hotel characteristics 10 2.2 Hotel internal factors 12 2.3 Hotel occupancy rates in the rural market 29 2.4 Hotel Occupancy rate 20 2.5 Table 1: Accommodation will have to be implemented in this study 38 3.0 Research methodology 23 3.0 Research methodology 23 4: Research Philosophy 24 3.2 Research Approach 27 3.3 Research Graph Design 28 3.4 Data collection 28 3.5 Data Analysis 29 3.6 Sampling 29 3.7 Reliability
Hotel and Hostel Management Name of the University Author note Acknowledgement
Hotel and Hospitality Managemen (MNG93003)
Added on 2020-05-28
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Running head: HOTEL AND HOSPITALITY MANAGEMENTHotel and hospitality managementName of the studentName of the universityAuthor note
1HOTEL AND HOSPITALITY MANAGEMENTAcknowledgementBy this research, I have experienced best possible learning of my life. By conducting thisresearch, I have learnt various concepts, models and theories. I first thank to the almighty God.After that, I want to thank to my supervisor ______________ who is my friend, philosopher andguide. I also thank my parents for being supportive and accommodative for completing thisresearch. I want to thank my friends for giving me the moral support while conducting thisresearch.
2HOTEL AND HOSPITALITY MANAGEMENTExecutive SummaryThis study had conducted a research on the factors affecting the occupancy rate of the Jackalopehotel. The study had been able to identify the various marketing strategies required forimproving trade during the mid week of the organization. It has also identified the impact ofhotel characteristics, hotel internal factors and hotel external factors on the occupancy rate of thehotel. The findings of the study show positive impact of all the three factors on the occupancyrate. The study consist of three different hypotheses which have been proved using regressionanalysis in Ms excel. The study had conducted mixed method for data collection analysis, whichconsisted of both qualitative and quantitative data. The multiple designs was the ideal methodand it has been able to provide relevant findings. The study consists of relevant conclusion,which has been drawn by linking with the objectives mentioned in the chapter 1 of the research.
3HOTEL AND HOSPITALITY MANAGEMENTTable of contentChapter 1..........................................................................................................................................7Introduction......................................................................................................................................71.0 Introduction................................................................................................................................71.2. Aim of the Research.................................................................................................................81.3 Research objectives...................................................................................................................81.4 Research Question.....................................................................................................................81.5 Research hypothesis...................................................................................................................9Chapter 2........................................................................................................................................10Literature review............................................................................................................................102.0 Literature review......................................................................................................................102.1 Hotel characteristics.................................................................................................................102.2 Hotel internal factors...............................................................................................................122.3 Hotel external factors...............................................................................................................172.4 Hotel Occupancy rate..............................................................................................................202.5 Conceptual framework.............................................................................................................212.6 Literature gap...........................................................................................................................22Chapter 3........................................................................................................................................23Research methodology...................................................................................................................233.0 Research methodology.............................................................................................................233.1 Research Philosophy................................................................................................................243.2 Research Approach..................................................................................................................273.3 Research Design......................................................................................................................28
4HOTEL AND HOSPITALITY MANAGEMENT3.4 Data collection.........................................................................................................................283.5 Data Analysis...........................................................................................................................293.6 Sampling..................................................................................................................................293.7 Reliability and Validity............................................................................................................313.8 Ethical consideration...............................................................................................................31Chapter 4........................................................................................................................................33Findings and Analysis....................................................................................................................334.0 Finding and Analysis...............................................................................................................334.1 Quantitative questions.............................................................................................................334.1.1 Demographics questions.......................................................................................................334.1.2 Quantitative Questions on occupancy rate...........................................................................394.1.3 Quantitative Questions on hotel characteristics....................................................................424.2 QualitativeQuestions to Josh Ogilvie (Director of Marketing and Leisure Sales of theJackalope Hotels.)..........................................................................................................................67Chapter 5........................................................................................................................................71Conclusion.....................................................................................................................................715.0 Conclusion...............................................................................................................................715.1 Recommendation.....................................................................................................................72References and Bibliography.........................................................................................................74Appendix........................................................................................................................................79
5HOTEL AND HOSPITALITY MANAGEMENTList of figures and GraphsFigure 1: SERVQUAL MODEL AND GAPS..............................................................................14Figure 2: Research onion Model....................................................................................................24Figure 3: Research Philosophy......................................................................................................26Figure 4: Research Approach........................................................................................................28Figure 5: Research Sampling.........................................................................................................30Graph 1: Frequency of visit...........................................................................................................34Graph 2: Profession.......................................................................................................................36Graph 3: Monthly Income.............................................................................................................37Graph 4: Hotel Accommodation and Services..............................................................................38Graph 5: Purpose of visit...............................................................................................................39Graph 6: Availability of rooms......................................................................................................40Graph 7: Convenience in booking.................................................................................................42Graph 8: Hotel Location................................................................................................................43Graph 9: Accommodation size......................................................................................................45Graph 10: Extra Amenities............................................................................................................46Graph 11: Service quality and Cleanliness....................................................................................47Graph 12: Employee Behaviour....................................................................................................49(Source: As created by author)......................................................................................................49Graph 13: Prices............................................................................................................................50Graph 14: Seasonality....................................................................................................................52Graph 14: Market Competitors.....................................................................................................54Graph 16: Political stability and Economy...................................................................................55
6HOTEL AND HOSPITALITY MANAGEMENTList of tablesTable 1: Frequency of visit............................................................................................................34Table 2: Profession........................................................................................................................36Table 3: Monthly Income..............................................................................................................37Table 4: Hotel Accommodation and Services...............................................................................38Table 5: Purpose of visit................................................................................................................39Table 6: Availability of rooms.......................................................................................................41Table 7: Convenience in booking..................................................................................................42Table 8: Hotel Location.................................................................................................................44Table 9: Accommodation size.......................................................................................................45Table 10: Extra Amenities.............................................................................................................46Table 11: Service quality and Cleanliness.....................................................................................48Table 12: Employee Behaviour.....................................................................................................49Table 13: Prices.............................................................................................................................51Table 14: Seasonality.....................................................................................................................52Table 14: Market Competitors......................................................................................................54Table 16: Political stability and Economy....................................................................................55
7HOTEL AND HOSPITALITY MANAGEMENTTopic: Increasing occupancy rates in rural luxury properties during mid-week rate- “A casestudy of Jackalope hotel Mornington Peninsula”Chapter 1Introduction 1.0 IntroductionThis study will identify issues and develop strategies for increasing occupancy rates inrural luxury hotels. This study will consider Jackalope hotel Mornington Peninsula to identify theeffective strategies that can be implemented for improving the trade volumes during midweek.1.1. Background of the studyJackalope hotel Mornington Peninsula is a luxury hotel having 46 rooms and is locatedon a working winery. The hotel provides full service to its customers with room service andfront desk service for 24 hours. The facilities in the hotel includes the free WiFi, pools and spathat are solar heated, welcome drinks, complimentary mini bar, two on site restaurants and roomservice twice a day. Recently, the hotel is facing issued due to the less occupancy rates duringthe mid weeks. Occupancy rate of the hotel during the weekend is 90% where as during the midweek it falls under 50% (Gourmet Traveller 2018). Therefore, the daily takings are affected dueto the decrease in the number of consumers but the operating costs are remaining sameregardless of the decrease in customers. The location of the hotel is an issue as it attracts only thepremium consumers in the market. The hotel may have to curtail costs within their cost structure,
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