Hospitality Marketing Research Analysis

This assignment involves analyzing various hospitality marketing research methods, including social media marketing, customer-based brand equity, and market research procedures. It requires the student to gather data from books and journals, such as Bowie et al.'s 'Hospitality Marketing' and Chan et al.'s 'Investigation of Social Media Marketing', and apply these concepts to understand the activities of market areas in the hospitality industry.

Marketing in
Hospitality

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Concept of marketing for relevant service industry.........................................................1
1.2 Impact of marketing environment on the industry...........................................................2
1.3 Evaluate the relevance of consumer markets in industry.................................................3
1.4 Discuss the principle for developing various market segments.......................................5
TASK 4............................................................................................................................................6
4.1 Discuss the relevance of market research to service industry operation..........................6
4.2 Undertaken the market research for correct product and services...................................7
4.3 Analyse the suitability of different media for marketing effective goods and services...7
4.4 Implementation of marketing plan for appropriate products and services.......................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
In current business environment, every business organisation is putting major emphasis
on their marketing system. It has play an immense role in the growth of each business enterprise
of different sector. This can be considered as vital method for establishing development and
growth of any type of service industry that includes restaurant, hotels, etc., Marketing play an
important role in the development and attainment of the enterprise goals. Generally, marketing
play significant role in impulsive the hospitality sector. It describe the concept of marketing in
service industry and how such concept can be implemented. The report is based on Marriott hotel
which is multinational hospitality sector which manages and franchise the broad portfolio of
hotels and it provides lodging facilities (Bowie and et. al., 2016). The main motive of this
assignment is to explain the concept of marketing, its impact on industry. Along with this, report
examine the efforts which provide market research for correct products and services that states
the suitability of various sources of marketing.
TASK 1
1.1 Concept of marketing for relevant service industry
Marketing refers to the set of direction for developing and building relation,
communication and deliver valuable products to their customers in proper manner. Marriott hotel
strategies can be effectively implemented within the hospitality industry. Marketing inhospitality
sector is totally different so hospitality industry deal with tangible assets such as food, bed,
ambience and services etc. it is necessary for use the method of marketing in effective manner
which help in gaining maximum profitability of the firm and demand of customers which should
be combined. The major function of hospitality sector is to comprehend the wants, needs,
requirement so it assist in increasing market share of an organisation for engaged within
hospitality industry. For considering the customers needs, the main focus of marketing is to
increasing the income of the hotel. Thus, integrating marketing is combining efforts for all
department within an organisation.
Before beginning certain marketing concept, it is essential for administration team is to
analyse and examine the continuous culture of marketing in the large market place and also
implant the specific approach for the hotel marketing movement. Marriott hotel is the hospitality
organisation which used the concept of coordinated marketing. Hotel Marriott mentioned that a
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firm which main motive is to generate high income and revenue by placing their customers needs
and demand at the top priority and an enterprise has been shown the essential growth and success
by using such concept. The growth and success of the firm is totally depend on service oriented
behaviour and attitude of their staff members which is very necessary in service sector. The
Marriott hotel is highly impact with the major role of marketing for fulfilling the demand of
customers. In hospitality industry, it mainly consist of different type of products such as
accommodation, feeding, relaxation and restaurants etc., There are different method for retaining
customers that can be used for increasing the effectiveness of goods and services which is
provided within the hospitality sector. With instance, customer retention process is one of the
crucial activity in the Marriott hotel. They have been executed regional marketing concept by
incorporated localised sound into entire objectives and plans who are achieved by an
organisation. There are various concepts which are related to marketing that are as under:
 Production concept – It is one of the oldest concept within an organisation. It help in
keeping the customers that mainly give priorities to the products which are available and
less expensive. Company managers mainly focus on this specific concept that concentrate
on achieving desired goals and production efficiency, lower costs and mass distribution.
For example, McDonald are using production concept which help in maintaining and
managing effective manufacturing of different goods and also assist in attracting large
number of customers.
 Product concept - Product concept is the understanding of dynamics of specific goods in
order to show casing the best and quality based products and also maximise the necessary
features of the company products in better manner. The marketers spend or invest lot of
time and doing research which help in targetting large number of customers towards their
firm goods and services.
 Selling concept – It is that concept which is totally business oriented. It assist in holding
customers and businesses. It is that concept which proposes that customers, will buying
the organisation goods and services in proper manner. With the help of this, organisation
should undertaken the selling and promotion of their innovative products for success the
whole market.
 Marketing concept – It is the philosophy that company need to analyse the needs and
demand of customers and after that they will make effective decision for satisfying their
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needs and demands and gaining better competitive advantages. An organisation have
been adopted and using the marketing concept for spreading awareness of their products
among desired customers. For KFC, marketing strategy is one of the best because they
are attracting their customers by using different promotional sources such as YouTube,
Facebook, etc.
 Societal concept – It is that concept which are also known as marketing concept that hold
the firm for make effective marketing strategies and policies that need to considering
with the customers needs and wants. Along with this, organisation should fulfil all the
requirements but it is based on long time period.
1.2 Impact of marketing environment on the industry
Marketing environment is essential player for deciding the success and failure of
marketing planning of an enterprise. Hotel Marriott operates and run in macro and micro
environment which continue changing the constant price of their products and facilities. It can be
recommended that management team of Marriott hotel can examine their macro and micro
environmental elements for determining their effective marketing strategies in proper manner.
Coordinating with arranging finance, suppliers, identifying competitors, attracting customers are
certain micro environmental factors and synchronizing such factors in an enterprise which assist
in smoothly run the business operations and its functions. For analysing demographic such as
predicting population size, spacing, business, structure, age and gender ratio should be done at
initial step so it will help in identifying rivals pricing strategies. An organisation need to focus on
economic factors that includes current interest rate, GDP, expendable revenue and consumption
form is essential for directly affect the operation of business. There are some factors which
directly impact on marketing environment that are as follows:
 Political factors such as tax policies, patents, stability of government which should be
considered as operating as per the rules and regulations which can be hard task for an
organisation.
 Technological factor that includes application, software upgrade, lifestyle products
which should be check in daily time period.
 Social factor involves capacity of people, family size, lifestyle of an individual and
awareness among person that should be concentrates on developing effective marketing
strategy for specific enterprise.
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Marketing situation has importantly effect on improvement and maturation of the hotel
industry. It is also influences the sector which consist both internal and external business
environmental factors. This is necessary for the business concern is to determine both extrinsic
and intrinsic environmental elements of the business and it directly affect on growth of
hospitality industry. Marketing environment involves with macro and micro environmental
factors. Any type of important change in macro and micro environment lead towards different
impact on this sector. Marriott hotel also use such type of surrounding components which is
highly influence to business operations and its functions. On the other hand, at the time of
rescission, the customers does not choose for spending much money for worldwide leisure time,
travelling, vacations so guest believe it as a luxurious.
1.3 Evaluate the relevance of consumer markets in industry
Marriott hotel major aim is to analyse needs, wants and demand of customers then
provide them demanding goods and services for satisfy their guests in proper manner. It is also
necessary for hotel industry is to recognising their target customers and their nature of
purchasing products. A person who will use such hospitality facilities for fulfilling need it is
stated as final users of the services and this unit is frame as consumer market. Hotel Marriott
marketing team can review the effective marketing strategies and policies. The hotel industry is
totally customer oriented and they can consider as core concern of their specific sector.
Consumer market- It is actual system who will let the people purchasing goods,
products and services. In the consumer market, the buyers take and make their own choice for
spending money and using such products.
Customer's buyer behaviour
There are certain important factors which understand the customers buying products and services
that are as under:
 Cultural
 Personal
 Psychological
 Social
Consumer is also considered as major key factor which determined the effective growth
and improvement of the entire business. The culture of consumer is play an essential role for
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concentrate on sociological and psychological which directly impact on spending and purchasing
customer attitude and behaviour.
In hospitality sector, consumer purchasing behaviour is consider for operating personal
impact on external environment factors which can be given by using generic model that produce
structure behaviour to the guest of hospitality. This can be considered as reflection of different
kinds of stimuli. According to the different authors, it can be achieved that trade off among
customers and rival oriented which help in accomplishing potential goals and targets in effective
manner. There are various hospitality industry which are endeavour for achieve equality between
two which given best for all over the world. Generally, concept of value chain is also essential
for maintaining long term relation with their customers. Marriott hotel is well organised among
their guests for providing effective value chain for delivering high quality products at reasonable
price.
Consumer is the core part of hospitality sector as they are major key factor for
determining success of whole industry. The culture of consumer is the main section of hotel
organisation and it emphasise the sociological and psychological which directly impact on
buying and spending of customers value. The behaviour of buying consumer within Marriott
hotel is a function of personal influences and also external environmental factors shown by
generic model are reflect the pattern behavioural of consumer in hospitality. It reflect for various
types of stimuli. As per some authors, it is accomplishment of trade off between consumer and
challenger oriented which assist in achieving the potential goals and targets in effective manner.
Many chain of hotels are trying to reach the balance between two so they can get the best out of
the whole world structure. The major concept of value chain is very essential for maintaining
long term relation with desired customers that has been requested by Hotel Marriott. The
products value chain is very popular among large number of buyers so they mainly deliver the
high quality goods at reasonable price in the form of best room with television, internet
connection and affordable breakfast for their guest.
1.4 Discuss the principle for developing various market segments
Before enter into any service market industry, it must be segmented their market for
targetting audience in efficient manner. Marketing segmentation refer for dividing entire market
in smaller units which involves customers whose choice are similar in each manner. After that,
analysing the demand of such small groups, Marriott can framing their strategies of marketing
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for considering the needs of every type of customers. This segmentation assist in identifying the
group which dominate the nature of buying goods and facilities by this their marketing schemes
can be straight towards specific teams and employees can work better for achieving desired goals
and targets. Also segmentation can be done on the different basis such as demographic where
customers are divided or categorised on the basis of gender, income, age, city and location and
behaviour of buyers and also divide them according to their respond, response, knowledge and
use. Market segmentation is useful for knowing their construction of industry status and
condition. Market segmentation is a organized procedure for divisional the one or more uniform
units of sellers and purchasers in specific marketplace. It assist in concentrate on particular group
of people who have needs, wants and anticipate in proper manner. When an organisation
executing market segmentation, then firm recognise the unit of customers with appropriate
marketing mix for arranging the specific goods, price, place, brand, physical evidence,
environment etc., which is became more effective within the hospitality industry. Marriott hotel
may manufacture advanced level of sales in the market in which they involve in non-competitive
situation by using segmentation concept.
It is necessary for hotel organisation is to building effective marketing segment for
identify the base of market segmentation. There are different variables which are used for the
main motive of segmenting marketplace in more effective way. Some factors which are
associated with consumer psycho-graphic, demographic and value based segmentation. The
hospitality industry of united kingdom is separated the whole market which is based on stating
segmentation for developing and formulating effective strategy of marketing so this will help in
achieving its organisational goals and targets for the company.
TASK 4
4.1 Discuss the relevance of market research to service industry operation
The appropriate and planned market research play an important role for undertaken the
services offered by competitors hotel organisation within the large market place. It is mainly acts
as that source of innovation for introducing the new services or facilities for offering and carry
out the major changes at the present marketplace. It is generally bring out in the hospitality
industry for using of such marketing details and information system that can play key role in
gathering data or information regarding effective prices and main other factors. It can also assist
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in analysing the current demand of market and help in predicting whole area of marketing
process (Chan and Guillet, 2011). The market research procedures play an essential role in this
context which involves gathering and examining the correct data so they will properly evaluate
the entire activities of market areas.
There are different hotels like Marriott hotel which has been understand such concept that
is perform at corporate level and association marketing services. The major goals help in
providing better management and administration functions of various services within the hotel
industry and it assist in developing appropriate understanding regarding market and their
customers in proper manner. It is used as quality method by the Marriott hotel so this will
influence the point of view of consumers towards different type of goods and services (Hsu, Oh
and Assaf, 2012).
An effective market planning research has directly impact on significant for
comprehending offering services by another rivals within the hospitality sector. The appropriate
marketing research can be determined as major source of innovation in context to launch the new
facilities for replacing the present services and serving to the firm. It is usually organised in the
hospitality industry by using the market information system which has importantly collecting
details regarding pricing and other factors. Along with this, it help in evaluating current market
demand and predicting future activities and activities. The entire procedure of market research is
play an extended role in assembling and examining information or data so management can
create effective decision towards its goods and services in proper way.
The large number of hotel in the united kingdom have understand the significance of
appropriate mercantilism research that is basically organised at business firm level by using
association servicing of merchandising. The main purpose is to provide effective administration
of different services in the hotels for developing better knowledge of consumer and markets.
Thus, marketing research is considered as qualitative method by the Marriott hotel so this will
help in understanding the representation of buyers in the context of different goods and services
in effective manner.
4.2 Undertaken the market research for correct product and services
A market research can be carry out for identifying the consumer outcome towards new
merger menu innovate by Marriott hotel to their desired guest in all over the world. The selection
of places was sales outlet expand in all the united kingdom. Primary research tool can be
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undertaken on customers of hospitality by conducting interview program open and close
questionnaire (Kotler, 2013). It will assist for receiving feedback by using two way
communication. On the other side, secondary research can be define for using internal recording
in the form of authorities publications, articles and journals published in newspapers.
Information can be analysed with the use of pie chart and bar graph that can be prepared by
giving answer of respondents that was evaluating for identifying the fusion varieties which are
matching the taste of consumers or not.
QUESTIONNAIRE
Name:
Gender:
Age:
Q1. How long you been using the company's product?
 Less than one month
 More than one month
 more than 6 month
Q2. From what sources you have learned about product?
 Digital media
 Alternative media
 Newspaper
 Acquaintance
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Q3. From which source, you make the purchase decision of product?
 Online Source
 Offline Source
Q4. How general, you prefer to opt this product?
 Satisfied
 Very satisfied
 Less satisfied
Q5. What channels are opted to render information of product?
 Print media
 TV
 New media
Q6. Do you think that products is effective as it promise in their advertisement?
 Fulfilling
 Satisfactory
 Not satisfactory
Q7. Do you think that provided product quality of organisation is satisfactory?
 Yes
 No
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Q8. What are the other services which increase their service quality?
 Wi-Fi service
 Ambience
 Room services
Q9. Are you satisfied with the company products?
 Yes
 No
Q10. What are the suggested modification that company can undertake?
4.3 Analyse the suitability of different media for marketing effective goods and services
There are different forms of media which are used by hospitality industry in UK nation so
they are achieving superior outcome or results in their marketing activity. Sources includes
television, print media such as magazines, newspapers, radio, visual sources as posters and bill
boards (Leung and et. al., 2013). The usage of such sources differ from facilities, services,
products and selling goods. For example, if Marriott hotel need to request the international
customers then it will need to choose internet based media that is used in all over the country.
Usage of print media in the form of newspapers and magazines that can not teach Indian and
American consumers. If company wiling to promote their new sites for launching then best way
is internet is compared with radio.
It is essential for implementing appropriate media which greatly important for
encouraging the sale level and awareness of brands. Marketing media should be reasonable
budgeted in order for achieving maximum outcome and result in effective manner. If marketing
budget became higher, it may lead towards minimising the margin of specific profit of an
organisation. There are different media which are available for the Marriott hotel for marketing
its goods and services that includes TV, print media, magazines, newspapers, radio, banners,
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templates etc., it will help in attracting international and domestic customers, the focus of
organisation can take assistance of print media such as newspapers, journals etc.
4.4 Implementation of marketing plan for appropriate products and services
It is essential for business concern is to evaluate its marketing research as their facilities
in making decision in proper manner. The marketing research of the Marriott hotel can provide
the appropriate information regarding new fusion menus which has been offered to their
customers within the UK. Market research conducted by firm which is essential for achieving
desired targets and goals in effective manner (Leung, Bai and Stahura, 2015). For analysing and
interpreting the feedback gathered by respondents for suggesting the new fusion menu of an
enterprise that can be accepted by desired guests. The new coalition menu is achieving the latest
trends of tastes and preferences of the potential buyers. Research can be suggested that price
range of the goods which has been charge by the firm is slightly according to their menu quality
that has been concerned. The major new fusion menu will be framed in that manner so it can suit
all kinds of segmenting marketplace. According to this response of the respondents, if an
enterprise fail in producing new type of goods in their menu then the commodities can nit
capture the whole market area and does not compete with their competitors goods brands in
effective manner.
There are some steps of marketing planning which are described as follows: Company mission statement- The mission statement of Marriott hotel is to increasing the
lives of our customers by developing and enabling the unsurpassed vacation and
relaxation experiences. Company corporate objectives- The Marriott should achieving the vision for placing the
special emphasis on attracting, finding and retaining the high valued customers. Marriott
brands help in reaching with more customers and optimise the desired needs and demand
and also generate high level of profitability by this company sales and marketing efforts
in the hotel industry. Company marketing audit- marketing audit is the analysis of existing market activities
and functions. It enable the organisation for reviewing the current market position of an
organisation and also assess the whole performance which provide scope to future
opportunities and gain success.
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 Company SWOT analysis- It is the internal analysis which directly impact on business
operations and its functions. There are SWOT analysis of Marriott hotel which are
describe as follows:
◦ Strength- The one of the biggest strength of this hotel is the obligatory rules and
norms. They also mainly focus on innovation and try to integrate commitment and
innovation to make sure the whole value of money.
◦ Weakness- The hotel aggressively focus on expansion and it is not possible for them
is to maintain standard of services and facilities. Also there are some controversies
which create bad impact on hotel image.
◦ Opportunities- Marriott try to expand their business operations in al over the world.
The different sorts of strategies and planning should made by company supervisors of
an organisation to acquiring and purchasing various assets that generate income or
revenue.
◦ Threats- The major risk in political issues and participation in government which
create risk for the firm which operate in the international countries. There are large
number of hotels in different locations in all over the world. Company marketing objectives and strategies- The hotel industry main marketing
strategy is to increasing their promotional activities which help in attracting large number
of customers towards their company services or facilities. The another objective of firm is
to manage and maintain the strong relation with their desired customers. Company estimated expected marketing results- In last year, the company target is
around 8% but they actually reach with only 6%. so it is necessary for Marriott hotel is to
make proper strategies and policies which help them in gaining huge amount of
profitability in better manner. Company alternative marketing plans and marketing mixes- The Marriott hotel
marketing planning help in providing effective services or facilities that will enhancing
the growth and success level of an organisation. Along with this, for capturing whole
market area they need to adopt effective marketing mix such as place, product,
promotion, price, physical evidence, process and people. These factors assist in
promoting different products and services in better manner.
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 Company marketing budget- For evaluating and developing marketing budget, it is
essential for company is to make manage and maintain budget in better manner.
 Company first year implementation of marketing program- It is determined as company
should conduct first year implementation of specific marketing programmes which assist
them in identifying the actual position of business in proper manner.
CONCLUSION
From the above mentioned report it can be analysed that Marketing play an important
role in the development and attainment of the enterprise. Generally, marketing play significant
role in impulsive the hospitality sector. Marriott hotel strategies can be effectively implemented
within the hospitality industry. In hospitality industry, it mainly consist of different type of
products such as accommodation, feeding, relaxation and restaurants etc., Marketing
environment involves with macro and micro environmental factors. The behaviour of buying
consumer within Marriott hotel is a function of personal influences and also external
environmental factors shown by generic model are reflect the pattern behavioural of consumer in
hospitality. Market segmentation is a organized procedure for divisional the one or more uniform
units of sellers and purchasers in specific marketplace. The market research procedures play an
essential role in this context which involves gathering and examining the correct data so they
will properly evaluate the entire activities of market areas.
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REFERENCES
Books and journals
Bowie, D., Buttle, F., Brookes, M. and Mariussen, A., 2016. Hospitality marketing. Taylor &
Francis.
Chan, N. L. and Guillet, B. D., 2011. Investigation of social media marketing: how does the hotel
industry in Hong Kong perform in marketing on social media websites? Journal of
Travel & Tourism Marketing. 28(4). pp.345-368.
Hsu, C. H., Oh, H. and Assaf, A. G., 2012. A customer-based brand equity model for upscale
hotels. Journal of Travel Research. 51(1). pp.81-93.
Kotler, P., 2013. Marketing for Hospitality and Tourism, 5/e. Pearson Education India.
Leung, D. and et. al., 2013. Social media in tourism and hospitality: A literature review. Journal
of Travel & Tourism Marketing. 30(1-2). pp.3-22.
Leung, X. Y., Bai, B. and Stahura, K. A., 2015. The marketing effectiveness of social media in
the hotel industry: A comparison of Facebook and Twitter. Journal of Hospitality &
Tourism Research. 39(2). pp.147-169.
Line, N. D. and Runyan, R. C., 2012. Hospitality marketing research: Recent trends and future
directions. International Journal of Hospitality Management. 31(2). pp.477-488.
Minazzi, R., 2015. Social media marketing in tourism and hospitality. Heidelberg: Springer.
Myung, E., McClaren, A. and Li, L., 2012. Environmentally related research in scholarly
hospitality journals: Current status and future opportunities. International Journal of
Hospitality Management. 31(4). pp.1264-1275.
Nunkoo, R., Gursoy, D. and Ramkissoon, H., 2013. Developments in hospitality marketing and
management: Social network analysis and research themes. Journal of Hospitality
Marketing & Management. 22(3), pp.269-288.
SW Chan, E., 2013. Gap analysis of green hotel marketing. International journal of
contemporary hospitality management. 25(7). pp.1017-1048.
Tsiotsou, R. H. and Goldsmith, R. E., 2012. Strategic marketing in tourism services. Emerald
Group Publishing.
Yoo, M. and Bai, B., 2013. Customer loyalty marketing research: A comparative approach
between hospitality and business journals. International Journal of Hospitality
Management. 33. pp.166-177.
Yoo, M., Lee, S. and Bai, B., 2011. Hospitality marketing research from 2000 to 2009: topics,
methods, and trends. International Journal of Contemporary Hospitality Management.
23(4). pp.517-532.
Online
Marketing in Hospitality. 2018. [Online]. Available through:
<https://learn.org/articles/What_is_Hospitality_Marketing.html>.
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