This presentation explores the concept of integrated marketing communication in the hospitality industry. It discusses communication objectives, the justification for integrating communication channels, and the implementation of an integrated communication plan. The focus is on Carden Park Hotel, Golf Resort and Spa.
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INTEGRATED HOSPITALITY MARKETING COMMUNICATIONS
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TABLE OF CONTENTS Introduction Definition of Communication Communication objectives Justification for integration of communication canal Integrated Marketing Communication Plan Analysing customer decision making procedure Execution of integrated marketing communication plan Conclusion References
INTRODUCTION Hotel marketing association is one of the leading professional body for hotel marketers that advocates and implement effective marketing practice among hospitality organisation. The key points which are focused for managing annual schedule engage event and networking with help of managing work through right techniques of marketing for learning right program that improves career for individuals (Ali, Amin and Cobanoglu, 2016). By managing it is also identified that is used integrated marketing communication strategy in used in making to perform work for develops student theories in making areas. This report is written from perspective of Carden Park Hotel, Golf Resort and Spa and it is also used in making to create results that make feature local procedure among local market.
DEFINITION OF COMMUNICATION CardenParkHotel,GolfResortandSPA-Theselectedhospitality organisation is used for describing as an attractive and unique resort. It is establishedintheCheshirecountrysideestatethatisprovidingbetter services in hospitality sector specifically golf-course, luxury rooms, Wi-fi and many more (Bojanic and Reid, 2017). Along with this food service providedvarioustaskinwhichdifferentfeatureareundertakenfor providing the local wine and food. Marketcommunication-Thisreferstomanagerofindustryinwhich organisation are focused on promoting different features to its customers. Print as well as Social media are the tools which are used by organisation for promoting and positioning resort in positive manner among individual.
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COMMUNICATION OBJECTIVES Communication objectives are the most important part of a hotel industry because it helps in making an upliftment of brand image of the hotel. It is a broad term that can apply to areas such as marketing, sales, knowledge work,creativeworks,publicspeaking,governance,managementand leadership (Fox and Longart, 2016). Some objectives of communication which can be used in communication by carden hotel resort are being explained as follows:
CONTINUE.. The objective of the hotel is to generate lot of customers which can be achieved through advertising and printing of schemes upon a pamphlet for distribution. Also this type of communication is helping in analyse of market condition which is going to make the hotel manger idea of preferences of the customer and people living in that country. To attract large number of customers changes are required to be made in the pattern of providing services that is going to lead towards better and faster services. Written communication is very important from the view point of achieving better research and attain satisfactory result out if it. This is one of the major objectives that can be achieved by using better tools for it.
JUSTIFICATION FOR INTEGRATION OF COMMUNICATION CANAL Technology adoption-This refers to the process which emphasizes directors for research about competitors and market environment. It is used by management for analysing overall strategy that are adopted by rival organisation. Online tools-Almost all hotel and customers are active on social media so it is also mandatory for manager to learn about social media topic. FromtheperspectiveofCardenParkHotel,GolfresortandSPA management justify that with help of social media organisation analyse the requirements of social media Traditional marketing-With the procedure related with directors that is used by management for promoting all services that make with motive of
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CONTINUE… Inthelastwiththeabovementiondifferentintegrationabout communication channel the manager of Carden Park Hotel, Resort and SPA are focused to implement technology adoption. This is also beneficial for all concepts that with the increase in population growth all the concept leads organisation to increase population growth (Porcu, Del Barrio-Garcia and Kitchen, 2017). It is also related with taste and preference of customers. Thisalsodescribethatindividualsmustenhanceandupdateabout knowledge and demands to work in an organised manner.
INTEGRATED MARKETING COMMUNICATION PLAN The arrangement or plan being received by administrators of Carden Park Hotelrelateswithpassingonitsmessageanddatarelatedwith guesthouse to its customers. This is generally significant for chiefs to improvetheiradministrationsbyencouragingtheirvisitorswith subjective conveniences and checking the activities of workforce for higher fulfilment. The chiefs of Carden Park Hotel, Golf Resort and SPA underscore on building great relational and advertising with end-clients that prompts contend with contentions.
CONTINUE… Marketing with electronic mail- This showcasing channel can be utilized by executives for pulling in clients through electronic mail by posting letters, banners through online media that drives guests to change into their customers. The chiefs of Carden park hotel around elevating their exercises to customers and refreshing their insight with the revisions occurring. Marketing with web-based social networking- Carden Park Hotel, Golf Resort and SPA administrators underscore on publicizing their substantial and elusive administrations through online media which brings about drawing in huge number of end-clients at same time. This is gainful for administrators of accommodation industry to confine high time utilization in limited time movement and to limit high consumption
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CONTINUE… Marketing with creative substance- The chiefs of Carden Park Hotel round at numerous place for creating imaginative substance or informing design for its clients to pull in them through "charming slogans." It is generally significant for administrators to expand their deals by drawing in clients of each age and pay level. Further, supervisors emphasise youngsters to spend their expeditions at better place for investigating themselves to increase new and better encounters for expanding vital outings.
ANALYSIS ABOUT THE CUSTOMER DECISION MAKING PROCESS Manager who are engage in Carden Park Hotel, Golf-Resort and SPA it is identified or analysed that with rating system it is easy for management to check that its services satisfies customer demand and needs in proper manner. Moreover, with analyse about change in taste and preference about customers that leads to build relations about creating opportunity for modify its services.
IMPLEMENTATION OF INTEGRATED COMMUNICATION PLAN The main motive to implement integrated communication plan is to enlarge customer base by satisfying needs of customers. Moreover, organisation focus on meeting the requirements related with consumer expectation throughplanningandorganisingworkaccordingtonumberand requirements of clients.
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CONCLUSION With the analysis of above report it is concluded that with implement of integrated marketing communication channel an organisation is able for enhancing the brand awareness. The main focus for implement of right communication channel it is to position all products among customer in an appropriate manner. Further, it is also used by management for formulating an effective marketing plan that is mandatory for organisation to develop effective strategy which also helps to sustain in competitive global market. In the last, project highlights on different marketing channel to serve communication objective in the resort and it also focus on an integrated marketingcommunicationplanthatrelateswithcontentandchannel selection.
REFERENCES Ali, F., Amin, M. and Cobanoglu, C., 2016. An integrated model of serviceexperience,emotions,satisfaction,andpriceacceptance:an empiricalanalysisintheChinesehospitalityindustry.Journalof Hospitality Marketing & Management,25(4), pp.449-475. Dewnarain, S., Ramkissoon, H. and Mavondo, F., 2019. Social customer relationship management: An integrated conceptual framework.Journal of Hospitality Marketing & Management,28(2), pp.172-188. Ieong, C.Y. and Lam, D., 2016. Role of internal marketing on employees’ perceived job performance in an Asian integrated resort.Journal of Hospitality Marketing & Management,25(5), pp.589-612.