Evaluation of Marketing Channels in Hospitality Organizations

Integrated
Hospitality
Marketing
Communication
s

Contents
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
P1: Evaluation of marketing channels......................................................................................................3
TASK 4..........................................................................................................................................................5
P5: Critical evaluation of IMC plan...........................................................................................................5
CONCLUSION...............................................................................................................................................7
REFERENCES................................................................................................................................................8

INTRODUCTION
Hospitality refers to the creation of a relationship between a guest and a host in which the
guest avails certain services from the host by paying a fee for it (Baker and Magnini, 2016). This
report is based on the case study of Island Beach Resort. It will focus on Low Wood Bay Resort
& Spa which is a resort in Windermere, United Kingdom. In this report, evaluation of different
types of marketing channels and the way they serve organizational objectives will be discussed.
Additionally, demonstration of the ability to critically evaluate a hospitality case study will be
analyzed in this assignment.
TASK 1
P1: Evaluation of marketing channels
Marketing channels are channels which are used by any company to reach its customers
in the market (Marketing Channels, 2018). The marketing channels which are used by hospitality
organizations are as follows-
 Social media marketing- Social media marketing is very effective nowadays (Batra and
Keller, 2016). It is required so as to create the brand awareness among the customers of
the hotel. Therefore this helps the hospitality organizations as they can make sure that
they use it very effectively so as to increase their business. Island Beach Resort in the
case study makes use of it so as to target the required customers. Therefore for the
managers of Low Wood Bay Resort & Spa it is an attractive option which provides the
right returns.
Achievement of objectives- With the use of social media marketing the hospitality
organizations like Low Wood Resort & Spa can make sure that they are able to achieve
their required objectives without facing any kind of problems and issues. It can help them
in achieving the objective of brand awareness.
 Live events- Hosting of Live Events at the hotel can lead towards attraction of more
customers and clients towards the hotel. Thus the hospitality organizations can use them
in the right manner so that they are able to attain the required objectives. As Island Beach
Resort is a small resort it cannot host such big Live Events. However, a big resort like
Low Wood Bay Resort & Spa can host such events for boosting the business.
Achievement of objectives- By using Live Events in the right way, the resort owners can
make sure that they are able to achieve the goals as well as objectives of the organization.
In this way, they can achieve the communication objective of Low Wood Resort & Spa
by enhancing their brand image easily without any problems and issues.