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

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