Evaluation of Marketing Channels and Communication Strategy at Island Beach Resort

Integrated Hospitality
Marketing
Communications

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
TASK A...........................................................................................................................................3
Evaluation of various marketing channel used by island beach resort and the way they have
contributed in effective achievement of objectives.....................................................................3
Evaluation of communication strategy, creative content and channel choice used by company 5
CONCLUSION/ RECOMMENDATION.......................................................................................6
TASK B- Covered in PPT...............................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing function plays important roles in tourism and hospitality industry as it
contributed in enhancement of profitability and market share of organisation. Most of the
customers prefer use of digital medium to search various luxury resort and restaurants that are
available at different destination so that they can have fun and enjoyment. This is report about
island beach resort that is luxury resort offers various services such as tennis, dining,
entertainment, recreation activities and shopping to its guest so that their requirements can be
fulfilled. It has explained about different marketing channel used by island Beach resort to
increase its customer’s satisfaction and market share. It has also discussed about communication
strategy, channel choice and creative content that is used by island resort to influence maximum
number of individual.
MAIN BODY
TASK A
Evaluation of various marketing channel used by island beach resort and the way they have
contributed in effective achievement of objectives
Marketing is one of the crucial functions that is performed by every organisation in each
industry to create strong awareness among customers about products and services in which firm
deals. There are various change in technologies which have impacted on use of digital medium
by most of the people. Therefore it have provided opportunities to small scale business in
hospitality and tourism industry such as island beach resort to use online marketing channel in
order attract and retain maximum customers so that particular objectives can be achieved (Jiang,
Ramkissoon and Mavondo, 2016). Thus, various channel of marketing that are used by Island
beach resort can be stated as follows:
Social media: Marketing manager have effective use social media platform such as facebook,
Twitter and instragram so that people can easily get lot of information about resort and make
their choice to select specific resort for satisfaction of their needs and requirements. It have
provided opportunities to customers to review, feedback, comment of previous experienced of
customers so that they can make accurate decision to select particular resort. Social media also
helps in building or development of strong relationship among customers for long term growth
3