Evaluation of Marketing Channels and Communication Strategy at Island Beach Resort

This report evaluates the marketing channels and communication strategy used by Island Beach Resort to achieve its objectives and increase customer satisfaction. It discusses the various marketing channels such as social media, visit websites, phone analytics, email marketing, and contextual ads used by the resort. It also evaluates the communication strategy, creative content, and channel choice used by the marketing manager. The report concludes with recommendations for improving the marketing and communication strategies 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
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and success of organisation. Therefore it can be stated that social media have contributed in
enhancement of strong brand image and customers satisfaction.
Visit websites: Another marketing channel that has been used by island beach resort to influence
more customers to select or prefer services and products of specific resort as compared to
another. Visit website provides customers to reach webpage so that they can get important
information about resort facilities and infrastructure (Yoo and Gretzel, 2016). At the same time
they can easily book resort through online or by making call can reserve room at Island beach to
spend leisure time and money.
Phone analytics: Is another online medium that have used by Island beach resort is that analyses
various customer call in order to identify their respective response and preference so that
effective strategies can be formulated to induce them to select resort and have a wonderful
vacation. It also helps island beach to determine whether booking have been made or not thus
provided ease and comfort to customers and fulfil their requirements beyond their expectancy.
Email- Marketing: Marketing manager of island beach resort have generated awareness among
customers through use of email marketing. It contributes in personalised advertisement to each
individual as they can directly get information about various facilities, services that are provided
by resort to its customers. Send vacation inquiry is one of the contextual add used by marketing
manager of Island beach resort that lead to page with online form so that resort guest service
department can get an email. Such effective services help in increasing sales volume and
customers satisfaction thus leading to achievement of specific goals and objectives of firm.
Conversion to reservation: It is types of facilities that is offered by company to click on it to get
reservation of room in island beach resort for spending and enjoying vacation (Verma and
Verma, 2017). Thus customers by single click can select resort and meet their respective need
and requirements that contributed in effective growth and success of organisation.
Contextual ads: Island beach resort to influence maximum number of individual for choosing
particular resort have used contextual adv that helps in attracting attention of each individual to
have look and book resort for optimum utilisation of money and leisure times. Marketing
campaign and online marketing web page are some of the medium that have been used by island
beach to cater requirement of each individual and effectively contributed in growth and success
of enterprise. Thus it can be stated that contextual adv also helps in attainment of specific
objective of organisation.
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Evaluation of communication strategy, creative content and channel choice used by company
Island beach resort manager have use effective communicating strategy to influence large
number of audience to prefers products and service of its resort so that it can earn maximum
amount of profitability and market share. It have been evaluated that if company need to grow
and sustain its business in market have to integrated customers relationship management and
websites (Kandampully, Zhang and Jaakkola, 2018). Therefore various communication
strategy, creative content and channel choice that are used by island beach resort marketing
manager can be illustrated as follows:
Communication strategy: Marketing manager of island beach resort in order to communicate
with customers have used different channel so that they can easily get information about various
services, facilities that are provided by resort to its customers. It have effectively evaluates each
needs and wants of customers or recent trends to formulate marketing strategies so that overall
goals of organisation can be fulfilled. Both tradition and modern method are used by Island
marketing manager to influence maximum number of individual that helps in increasing
customer’s loyalty and more satisfaction of their requirements. Online medium such as
Marketing manager have planned to use project management system that helped in web
marketing and web design so that customers can be provided well experienced. Another
communication strategy that is used by manager is that in on landing page that provide option to
customers to visit website or send vacation inquiry (Hyun and Perdue, 2017). Banner
advertisement has also used by manager to attract tourist to select Island resort for spending their
vacation and destination. Most of the people search about resort and destination by use of most
common search engine such as Google, yahoo search engine so company have added its data
with Google analytic so that customers can easily get information and select best possible option
for fulfilment of their personal requirements. Phone analytic is another communication strategy
that is used by marketing manager to know about customers in more detail and whether booking
have made or not so that better strategies can be made to influence or motivated to make
purchase. Therefore it can be stated that communication strategy chosen by firm has contributed
in increasing brand image and customers satisfaction.
Creative content: Marketing manager of Island resort have make creative content or post on its
official website and webpage in order to provide information to large number of individual about
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services and facilities in which company deals. Attractive and creative content of island beach
resort provide information such as Wifi facilities, Spa and delicious food and beverage that are
offered by resort to its customers so that their needs can be fulfilled beyond their expectancy
(Nguyen, 2020). Websites have also informed customers about prices of staying single day and
night for couple and family member so that they can easily make comparison between resort and
select best possible option for fulfilling their specific requirements. Banner ads also have
creative, brief content that influence individual to visit website or gain more information about
resort so that their actual requirement can be fulfilled.
Channel choice: Island beach marketing manager have used tradition channel such as banner to
motivated individual to choose their resort for spending qualitative time. As per changing
technologies and innovation in information communication technologies Small scale business
such as Island beach have make use of such online medium to increase awareness and brand
image of enterprise. It have planned marketing campaign, contextual ads and email to market
about information of company so that it can earn maximum profitability and market share
(Schultz, Block and Viswanathan, 2018). Email marketing is also preferred by marketing
manager of Island to personalised meet needs and requirements of each individual. Therefore it
can be stated that effective selection of various communication channels have contributed in
growth and success of enterprise.
CONCLUSION/ RECOMMENDATION
It can be concluded from above report that effective marketing and communication
strategies used by island beach resort have helped in increasing profitability and market share of
organisation in hospitality and tourism industry. Company is able to attract large number of
foreign tourist within limited time and preference to select resort in order to have fun,
entertainment and enjoyment. It can be suggested that island marketing manager have to make
changes in its strategies and medium of communication to retain customer’s loyalty and
satisfaction level so that firm is able to retain its competitive positioning in market.
TASK B- Covered in PPT
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REFERENCES
Books and Journals
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.
Jiang, Y., Ramkissoon, H. and Mavondo, F., 2016. Destination marketing and visitor
experiences: The development of a conceptual framework. Journal of Hospitality
Marketing & Management, 25(6). pp.653-675.
Kandampully, J., Zhang, T. C. and Jaakkola, E., 2018. Customer experience management in
hospitality. International Journal of Contemporary Hospitality Management.
Nguyen, B., 2020. Beyond Multi-channel Marketing.
Schultz, D. E., Block, M. P. and Viswanathan, V., 2018. Consumer-driven media planning and
buying. Journal of Marketing Communications, 24(8). pp.761-778.
Verma, M. and Verma, K., 2017. Social media a promotional tool: hotel industry. Journal of
Advances In Humanities, 5(1). pp.221-223.
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.
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