Evaluation of Island Beach Resort's Marketing Channels and Communication Strategy

This report evaluates the marketing channels and communication strategy used by Island Beach Resort to achieve its objectives. It discusses the use of social media, email marketing, website visits, phone analytics, contextual ads, and conversion to reservation. The report also examines the creative content, channel choice, and communication strategy employed by the resort. Overall, it highlights the challenges faced by the resort and presents an integrated communication plan to address them.

Integrated Hospitality
Marketing Communications

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK A...........................................................................................................................................3
Evaluation of island beach resort’s marketing channels and the way they have contributed in
the effective achievement of objectives.......................................................................................3
Evaluation of creative content, channel choice and communication strategy used by resort......5
TASK B...........................................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Hospitality marketing is an exhaustive process where the different types of business such as
hotels, resorts, tourist agencies etc. determine the marketing process and channels that should be
adopted by them in order to increase the overall customer attraction and retention. The current
report will evaluate the different challenges that SME resorts face in the utilisation of the
marketing channels and communications mechanisms that are adopted by them. The present
report will evaluate the different marketing channels that are currently being used by the Island
Resort and the communication plan that is being used in order to formulate an adequate
communication strategy, choice, creative content etc. will also be evaluated accordingly. The
report will also evaluate the different communication objectives that can be developed for Island
resort and develop justifications as well. Lastly the report will present an integrated
communication plan that will help in addressing the challenges identified.
TASK A
Evaluation of island beach resort’s marketing channels and the way they have contributed in the
effective achievement of objectives
Marketing is one of the major functions which is performed by each organisation within
each industry to make strong awareness within customers about its services and products in
which firm deals (Calheiros, Moro and Rita, 2017). There is different change in technologies
which have affected on use of digital medium through many of the people. In this situation, it has
provided lots of opportunities to small scale business within hospitality and tourism industry
such as island beach resort for using online marketing channels in order to attract and retain large
number of customers, so that objectives can be gained. Thus, different channels of marketing
have been mentioned below which has used by Island beach resort.
Social Media
The marketing team have a productive use social media channels such as Twitter
Facebook and Instagram, so that people or customers can be easily achieved lots of information
about this resort and also make their choice for selecting specific resort for satisfaction of their
requirements and needs. It provides opportunities to various customers to feedback, review and

comment of last experience, so that they it can take appropriate decision for selecting particular
resort. The social media also supports in building or developing strong relationship with its
customers for the long-term growth this organisation. That’s why social media have given great
contribution in improvement of effective customers satisfaction and brand image.
Email-Marketing
The marketing manager at island beach resort have successfully generated awareness
within customers by using email marketing (Hyun and Perdue, 2017). It generally contributes in
personalised marketing to each individual as they able to directly achieve information about
different facilities and services which are provided by this resort to its various customers. There
are send vacation inquiry is the best contextual ad used by Island beach resort’s marketing
manager that leading to page with online form, so that guest service department of resort can get
an email. In this situation, such effective services support in increasing customers satisfaction
and sales volume thus leading to gaining of various goals and aims of firm.
Visit Websites
This is another marketing channel which uses by island beach resort for influencing more
customers for selecting or preferring services and products of a specific resort as compared to
another. This channel provides customers for reaching webpage so that it can get proper
important information about this resort facilities and infrastructure. At the same time, customers
can be easily booked resort by online and also by making call can be reserved room at Island
beach for spending leisure money and time.
Phone Analytics
Phone analytics is another online medium which have used by marketing team of Island
beach resort (Lueg and et.al., 2016). Basically, this channel analyses various customers’ calls in
order to identify their preference and response, so that productive strategies can be formulated
for inducing them to select the resort and have a great vacation. This also supports island beach
for determining whether booking have been made or not, thus provided comfort and ease to
various customers, and also fulfil their requirements and needs beyond their expectancy.
Contextual Ads

Island beach resort to affect large number of people to choose particular resort have used
the contextual ads which supports in attracting attention of every individual for having look and
book resort for the optimum utilisation of leisure times and money. There are online marketing
web page and marketing campaign are some of the medium which have been used within island
beach to cater need of each customer and effectively contributed in all over growth and success
of firm. Thus, it can be stated that the contextual ads also support in achievement of objective of
organisation.
Conversion to Reservation
It is types of facilities which is offered by this company for clicking on it to get the
reservation of room within island beach resort to spend, and enjoying vacation (Rėklaitis and
Pilelienė, 2019). Thus, customers by single the click can be selected resort and then meet their
respective requirements and needs which contributed in huge growth and success of this
organisation.
Evaluation of creative content, channel choice and communication strategy used by resort
The manager at Island beach resort uses an effective communicating strategy for
positively influencing large number of people or customers to prefers service and products of its
resort, so that it can be earned maximum market share and profit. It can be evaluated that if this
company need to sustain and grow its business within market have to integrated the customers’
relationship management and websites. Therefore, different communication strategies, channel
choice and creative content which uses by island beach resort’ marketing team can be explained
below:
Communication Strategy
Island beach resort’s marketing manager in order to communicate with different
customers have used many of channels, so that it can easily achieve information about different
services and facilities which are provided by this resort to customers (Rahimi, 2017). It has
effectively evaluated each need and wants of various customers or recent trends for formulating
marketing strategies, so that all goals of this organisation can be achieved. Both tradition and
modern methods are completely used by Island marketing manager for influencing maximum
number of customers that supports in increasing customers’ loyalty, and also more satisfaction of

their needs and requirements. There is online medium such as the marketing manager have
planned for using project management system which generally helps in web design and web
marketing, so that customers can be achieved great experience.
Another communication strategy which is used by resort is that, in on landing page which
provide option to different customers for visiting website and send vacation inquiry. The banner
advertisement also uses by marketing team to attract tourists to select only Island resort to spend
their vacation. Most of the customers and tourists search about resorts and destinations by use of
popular search engines Google, yahoo etc. so company have already added its data with Google
analytic, so that customers can be easily gained information, and select the best possible option
for fulfilment of their personal wants and requirements (Yoo and Gretzel, 2016). There is phone
analytic is the next communication strategy which is used by marketing team for knowing about
customers in more details, and whether booking have made or not, so that excellent strategies
can be developed to influence and motivated to make consume. In this situation, communication
strategy that chosen by resort has contributed in enhancing its customers satisfaction and brand
image.
Creative Content
The marketing team at Island resort have developed creative content and post for its
official website and webpage for providing information to large number of customers or people
about facilities and services in which it deals. Creative and attractive content of island beach
resort provides information such as Spa, Wi-Fi facilities, delicious food and beverage etc. which
are offered by this resort to its various customers, so that their requirements can be fulfilled
beyond their expectancy (Law, Leung and Chan, 2019). Resort’s website has also informed
various customers about its charges of staying single day and night for family member and
couple etc. so that people or customers can easily make the comparison between resort, and then
select the best possible option to fulfil their requirements. There are banner ads also have too
creative and brief content which influence customers to visit website and gain more information
about this resort, so that their actual wants and requirement can be completely fulfilled.
Channel Choice

Island beach’s marketing team have generally used tradition channel, like; banner to be
motivated customer to choose only this resort to spend quality time. As per changing innovation
and technologies in ICT (information communication technologies) small scale business such as
Island beach which completely uses such online medium for increasing its levels of brand image
(Özdemir, 2016). It has planned marketing campaign, email and contextual ads to customers
about information of its company, so that it can be earned maximum profit and market share.
There is email marketing is also preferred by the marketing manager of Island beach to
personalised meet requirements and needs of each customer. Therefore, it can be stated that, an
effective selection of different communication channels has fully contributed in whole growth
and success of company.
TASK B
Covered in PPT.
CONCLUSION
The research conducted in the report above indicated that the overall problems that Island
resort is facing is in the form of lack of proper online marketing channels. The report presented
that there are multiple channels that can be used for marketing and further the report also
ascertained that how ICT helps in improving the existing communication strategies. Further the
report designed adequate communication objectives for the Island Resort and the report also
presented the justification regarding the chose communication channels and lastly the integration
between marketing and communication objectives was presented in the report for the selected
case study of Island Resorts.

REFERENCES
Books & Journals
Calheiros, A. C., Moro, S. and Rita, P., 2017. Sentiment classification of consumer-generated
online reviews using topic modeling. Journal of Hospitality Marketing &
Management. 26(7). pp.675-693.
Hyun, S. S. and Perdue, R. R., 2017. Understanding the dimensions of customer relationships in
the hotel and restaurant industries. International Journal of Hospitality Management.
64. pp.73-84.
Lueg, K., and et.al., 2016. Integrated reporting with CSR practices. Corporate Communications:
An International Journal.
Rėklaitis, K. and Pilelienė, L., 2019. Principle differences between B2B and B2C marketing
communication processes. Management of Organizations: Systematic Research. 81(1).
pp.73-86.
Özdemir, G., 2016. IMC Strategies of Festivals in Destination Branding. Strategic Innovative
Marketing: 4th IC-SIM, Mykonos, Greece 2015. p.131.
Rahimi, R., 2017. Organizational culture and customer relationship management: a simple linear
regression analysis. Journal of Hospitality Marketing & Management. 26(4). pp.443-
449.
Yoo, K. H. and Gretzel, U., 2016. The role of information and communication technologies
(ICTs) in marketing tourism experiences. The handbook of managing and marketing
tourism experiences. pp.409-42.
Law, R., Leung, D. and Chan, I. C. C., 2019. Progression and development of information and
communication technology research in hospitality and tourism. International Journal of
Contemporary Hospitality Management.