HNHM 108 - Hospitality Marketing: Industry Analysis & Strategies

This report investigates the significance of marketing within the hospitality sector, focusing on the application of various influencing factors. It examines how marketing concepts can be effectively implemented, utilizing a positivism philosophy, deductive approach, and descriptive design. Primary data is collected through interviews with three managers from reputable hotels to gather insights on the importance of marketing. The analysis reveals that strategic marketing implementation has a positive impact on the hospitality industry. The managers interviewed believe the hospitality sector values quality and pricing, which are important for marketing mix policies, and that changes based on these strategies are essential for the future development of the hospitality industries.

Running head: MARKETING
Marketing
Name of the student
Name of the university
Author’s note

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Abstract
The research is on the importance of marketing on the hospitality industry with emphasis on
the application of the factors that affect marketing. The manners in which marketing concepts
can be applied in a hospitality sector are researched. The research is conducted using
positivism philosophy, deductive approach and descriptive design by collecting data using
primary sources in terms of using interview method. 3 managers of reputed hotels are
interviewed to provide their opinion on the importance of marketing. The analysis shows that
the implementation of the marketing strategies can have a positive impact on the hospitality
industry. Every manager is of the belief that the hospitality sector takes into account the
quality as well as the pricing so that implementation of the marketing mix policies can be
applied and at the same time; ensure that changes made can help in the future development of
the hospitality industries.

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Table of Contents
Task 1.........................................................................................................................................4
a. Introduction.........................................................................................................................4
b. Clear statement of your research hypothesis or research question.....................................4
c. Aim of the research.............................................................................................................4
d. Research objectives............................................................................................................4
e. Research rationale...............................................................................................................5
f. Literature review.................................................................................................................5
Concept of marketing.............................................................................................................5
Factors affecting marketing....................................................................................................5
Importance of marketing on hospitality industry...................................................................6
g. Explanation of the methodology........................................................................................6
h. Justification of the methodology chosen............................................................................6
i. Research plan......................................................................................................................6
Task 2.........................................................................................................................................7
j. Abstract...............................................................................................................................7
k. Contents page.....................................................................................................................7
n. Methodology report............................................................................................................7
o. Record of the results of the primary research.....................................................................8
p. Interpretation and analysis of all research results.............................................................10
q. Conclusion........................................................................................................................10
r. Recommendations.............................................................................................................10
s. Evaluation of the findings and overall methodology used in this assignment..................10
Bibliography.............................................................................................................................12
Appendices...............................................................................................................................14

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Acknowledgement
Thank you to all of those who have helped listened and encouraged me throughout this study.
I am indebted to my supervisor ……………………. whose guidance, advice and patience
have been immeasurable. My sincere thanks to all members of the…………… [Mention your
university/college name], both staff and students, whose continuous support have made this
thesis possible.
I would like to thank all of the participants in the study: students, teachers and Local
Education Authorities, for the time and help given throughout. Without their participation,
this research would not have been possible. In this context, I am also thankful to them, whose
research work helped me to execute this paper well.
Finally, I thank my family, without whom this thesis would not have been started or
completed. Your encouragement and support have never faltered; thank you.

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Task 1
a. Introduction
The research will be conducted on trying to find the importance of marketing in the
hospitality industry. According to Kotler et al. (2017), the sale conduced in a hospitality
sector are different from that of regular marketing as tangible as well as intangible assets
need to be sold. Hence, in the words of Ryan (2016) the proper feeling about a customer
needs to be developed that can help in the development of the marketing scopes and ensure
that customers remain inspired to maintain their loyalty in the market. The research will focus
on identifying the major factors that contribute for the marketing to be successful in the
hospitality industry and at the same time ensure that elements of the marketing plan be used
in a proper manner. In this regard, the formulation of the research questions will be made in
order to understand the importance of marketing.
b. Clear statement of your research hypothesis or research question
The research question that is to be analysed includes:
 What is the concept of marketing?
 What is the importance of marketing in the hospitality industry?
 What is the application of the marketing mix elements in the hospitality industry?
 What recommendations can be made based on the improvement of the marketing
elements?
c. Aim of the research
The aim of the research is to understand the importance of marketing in the hospitality
industry. The research will be conducted to understand the importance of marketing and the
manner in which the marketing mix elements can be used for effective purposes.
d. Research objectives
The research objective includes:
 To identify the concept of marketing
 To identify the importance of marketing in the hospitality industry
 To analyse the application of the marketing mix elements in the hospitality industry
 To make recommendations based on the improvement of the marketing elements

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e. Research rationale
The factors that have led to the development of the topic include the demand of the
customers to ensure that they get proper treatment while visiting a place. The hospitality
sectors need to understand the marketing concepts and thus, the topic is important so that
application of the marketing elements can be taken into account. At the same time, in the
recent years the hospitality industry have grown effectively and proper marketing can help to
ensure that people willing to avail the service of the hospitality industry can gain an
understanding of the effectiveness of the concept.
The rationale of the research will influence the literature review based on the evidence
that a conceptual framework will be developed which can help in the analysis of the research.
At the same time, the current factor that can help in the development of the research will also
be analysed with the application of the literature review. Therefore, it can be said that the
proposed research will help in the professional development by identifying the importance of
marketing and the manner in which marketing research can take place, which can help in the
development of the hospitality industry.
f. Literature review
Concept of marketing
As stated by Lovelock and Patterson (2015) marketing can be considered as a process
of creating relationship among the customers and ensuring that satisfaction of the customers
take place.
Factors affecting marketing
The factors that affect marketing include:
Competitors: The advantage provided by marketing over the competitors is that it
helps in understanding the strategies that are to be taken by the rivals and based on it,
planning of proper marketing mix elements need to be provided.
Economic factors: The economic factors include understanding the macro and micro
environmental factors, which may affect the environment. Chaffey and Ellis-Chadwick
(2019) are of the opinion that the fluctuation of the economic condition can assist the marker
researchers to continue with the development of a company.

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Demographic factors: According to Bowie et al. (2016), the demographic factors
help in understanding the segments of the customers and the manner in which the
segmentation can help in the development of the marketing objectives. The segmentation is
done based on the preferences and cultural habit of the people.
Importance of marketing on hospitality industry
The importance of marketing on a hospitality industry is that it can help in the
development of hotels and at the same time ensure that customers can be lured in the hotels
by identifying the practises that are to be undertaken for the development of the hotels. At the
same time, as stated by Fill and Turnbull (2016) the development of the hospitality industry
can be ensured by proper promotion based on proper price as well as quality of services.
g. Explanation of the methodology
Research outline: The research philosophy that will be undertaken for the research
will include positivism philosophy, descriptive design as well as deductive approach. Along
with this interview will be used for conducted the primary research that will be undertaken.
Sampling method: The sampling method that will be used includes the probabilistic
sampling method.
Sample size: About 3 managers of three different hotels will be asked to take part in
the research consisting of 5 questions.
Ethical issues: Ethical issues that will be considered includes not forcing any of the
respondents to take part in the survey and at the same time not collecting any data that cannot
be validated or made realistic.
h. Justification of the methodology chosen
The reasons for the selection of the chosen methodologies are that positivism
philosophy will help in gaining a scientific side of the research while the deductive approach
will help to make alignment with the research question. The descriptive design will help to
understand the topic in detail. Primary research will help in gaining an insight about the
thoughts and ideas of the people in carrying out the topic.
i. Research plan
28th
week
24th
week
20th
week
16th
week
10th
week
4th
1st
Main activities

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weekweek
Topic selection
Literature review
Conducting
research methods
Collecting primary
data
Analysing primary
data
Gathering findings
Conclusion and
Recommendation
Table: Research plan
(Source: Created by author)
Task 2
j. Abstract
(Provided at the beginning)
k. Contents page
(Provided at the beginning)
l. Acknowledgements
(Provided at the beginning)
n. Methodology report
The methodologies that are required to be implemented in the research includes the
positivism philosophy as it can help in providing a scientific analysis of the problems and

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advantage related to marketing that can be undertaken by the hospitality industry. At the
same time, the application of deductive approach can help to link the research questions with
the topic and provide an analysis of the progress. Along with this, the descriptive design can
help to analyse the importance of marketing at the hospitality sector in detail and continue
with the development of the research. Thus, the research methods undertaken in the proposal
are used without making any changes.
o. Record of the results of the primary research
Question 1
What are the marketing strategies that are applied by you in order to enhance the reputation
of the business?
Managers 1 Managers 2 Managers 3
The marketing strategies
such as implementing the
elements of the marketing
mix are applied for
enhancing the reputation of
the business
Segmentation is done on the
customers so that the
objectives of the market can
be developed
Proper market research is
undertaken which can help in
enhancing the prospects of
the hospitality sector
Question 2
What type of category do you set in terms of quality that enables you to determine the price
of the services?
Managers 1 Managers 2 Managers 3
The category that is set can
be based on the quality that
are made available in the
market
The quality and the price are
interrelated and aligned in a
manner which can help the
customers feel comfortable in
availing the services
Category related to the lean
management is set about so
that an analysis can be made
about the appropriate price of
the services provided
Question 3

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In your opinion, what are the factors that actually affect the marketing elements in an
organisation?
Managers 1 Managers 2 Managers 3
The important factor that
affect marketing elements is
the economic condition of
the people and the manner in
which it continuous to
fluctuate in an unpredictable
manner
The factors such as demands
of the customers, economic
condition as well as the
quality affects marketing
Socio-cultural environment
can affect marketing and it
can provide managers with
an opportunity to formulate
strategies which can help in
the development of the
hospitality industries
Question 4
How do you plan to implement the marketing mix methods with assistance from the external
environment of the business?
Managers 1 Managers 2 Managers 3
The marketing mix methods
can be implemented by
identifying the external
environment such as
economic and social
condition of the people
External environment and the
marketing mix are
implemented in a manner
that can help in analysing the
effectiveness of the industry
Marketing mix can be
implemented by ensuring that
external factors such as the
society as well as the
political and economic
condition be aligned with one
another
Question 5
What type of changes do you want to implement in the hospitality sector so that development
of the industry can take place?
Managers 1 Managers 2 Managers 3
Changes such as
development of the quality
need to be implemented so
The sector need to be more
focused on maintaining the
quality so that prices can be
Changes can be made in
terms of ensuring changes in
the price level so that quality

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that the hospitality sector can
continue with the
development of its objectives
aligned and at the same time
development can take place
based on the external and
internal environment analysis
of the sector can be ensured
with a view to maintain the
development of the industry
p. Interpretation and analysis of all research results
The interpretation and analysis of the research is that each of the members has a
common agenda in the form of development of the industry by considering the economic as
well as the social wellbeing. At the same time, changes in the market mix elements need to be
implemented in a manner that can help in the development of the industry. Alignment can be
made with the marketing mix method can help in the external analysis of the environment
and the industry.
q. Conclusion
The key summaries include the development of the marketing mix concept so that a
proper hypothesis can be formulated which in turn can assist in the development of the
hospitality industry. It is necessary that the hospitality sector undertake a proper marketing
research with the marketing mix elements so that the industry can be formulated to include
the evaluation of the marketing campaign within the hospitality sector. Link with the
objectives are made as the analysis help in identifying the factors and propose
recommendations that can be useful for the development of the market.
r. Recommendations
Recommendations can be made about implementing the marketing mix elements
more in the hospitality industry so that development of its strategies can be formed and at the
same time, an analysis can be made about the strategies that are to be implemented. In the
future, the development of the marketing mix elements can help the hospitality sector to
secure the services of the customers so that it can continue its progress in the competitive
hospitality industry.
s. Evaluation of the findings and overall methodology used in this assignment
The findings and the overall methodology sheds light on the development of the
research in an effective manner. The strength of the research is that it can help in the
formulation of the strategies for implementing marketing research for hospitality industries.
At the same time, the weakness is that detailed literature review is required for the

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presentation of the secondary analysis. Limitations and difficulties of the research was the
fact that restricted data was accumulated and the planning of the data failed to provide
assistance on the quality of the data.