Marketing Communication: Island Beach Resort Analysis, Unit 33

This report delves into the realm of integrated hospitality marketing communication, emphasizing its crucial role in aligning business values and market positioning. It explores various marketing channels, including direct marketing, advertising, social media, public relations, and sales promotion, evaluating their effectiveness in achieving communication objectives. The report uses the Island Beach Resort in Florida as a case study, examining how the resort utilizes these channels to attract customers, enhance brand image, and foster customer relationships. It critically evaluates an integrated marketing communications plan, highlighting strategies for communication, channel selection, and content creation to meet customer needs and drive sales. The report underscores the importance of effective communication in maintaining long-term customer relationships and achieving business objectives within the competitive hospitality market.

Unit-33
Integrated Hospitality
Marketing Communication

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
Evaluate different types of marketing channels and how they serve communication objectives
................................................................................................................................................1
Critically evaluate an integrated marketing communications plan........................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Integrated hospitality marketing communication is a concept that recognised by the
businesses as the key factor of the marketing. It will get ensure that business about the synergetic
impacts in between the values of the business with the positioning of the business in the
marketplace and that get measured by obtain the similar message to all the associate members as
from the communication technique by which their services will become more different from the
other businesses (Ahn, 2018). It is moreover the tactics that get used by the businesses to make
the effective relationship with the customer by which more of the visitors will get attracted and
that raised the sales ration of the business. It is also be the customer centric approach that get
used by the business to intensify the amount of communication and its effectiveness by which
long term sustainability will get maintained that is more helpful to measure more success. This
report is based on the case study of the Island beach resort that has been based on Florida and as
performed the different methods within the business to gain the better outcomes by using the
communication by which more of the customer get into their reach. This report includes the
various types of the marketing channel and its communication objectives and an integrated
communication plan.
TASK1
Evaluate different types of marketing channels and how they serve communication objectives
The marketing channels includes the organisation, people and the different activities that
are needed to perform as the ownership of the products and services will get transferred from the
producer to the consumer. The major purpose behind the marketing channels is to fill up the
bridge in between the company and its users by which the products and services get transferred
in easiest and smoothest manner (Buhalis, 2018). It is the strategy or the tactic that get used by
the resorts in order to provide the adequate information about their services or the amenities that
get offered by them to the potential customers by which the access of the services will become
more easy. In this the people get connect themselves with the different resort in adequate manner
and make their visit and trip even more special that will also be in their budget as well. The
Island resort also get uses the several types of marketing channel that are as described below:
1

 Direct Marketing: It is the marketing channel in which the Island beach resort must have
perform the marketing on direct basis as by this they have transferred the direct text
messages and the emails by which provide the cellular information to their customer
whose information get stored by them as per their previous visitors (Camilleri, 2018).
Island beach resort uses this to get manage the guest by which more awareness will get
circulate within the market by which the connectivity with the visitors of the potential
candidates will get raised.
 Advertising: It is hard for the travellers or to the visitors to get selects the place for their
vacations and for this they have to make a lot of research by still they can’t get the
appropriate place for their visit. In this it is being necessary for the Island beach resort to
get perform the advertisement by the radio, newspaper, magazines, pamphlets and many
other path as well as from which the large number of people will get to know more about
the consistent services and with this most of the local market will get covered and
adequate information get provided by the resort.
 Social media: It is the most apt communication channel with this the Island beach resort
will get covered the larger marketplace within the lesser period of time. As the usage of
the social media will provide the better information that is in the reach of not in the reach
of the visitors as well and it is the widest platform that mostly get used by the maximum
of the people in order to find the suitable destination and vacation. Island beach resort
uses their own website and apps and with that maintains the quality with regular updates
by which more clarity will get supplied to the potential visitors. In this they have manage
the query centre as well by which the on time solution get provided to the customer as per
their convenience.
 Public relations: It will defines the interrelationship in between the visitors and the
hospitality service provider by which the suitable connection will get maintained by both
the parties and with this the better understanding will get maintained (Chomvilailuk,
2018). It will mostly used to manage the services that is mostly get changed or advanced
as per the need and demand of the customers by which the attractiveness and feasibility
will get increased. In this the Island beach resort will try to grab the attention of the
customers by which the trust, belief, believe, comfort will get maintained and collected
for the longer period of time by which better facilities get provided by one and enjoyed
2

by other. It will emphasise the fruitful relation by which Island beach resort support the
innovation in business to provide better services to their visitors.
 Sales promotion: It is also be the communication channel in which the major focus will
get maintained to promote the sales of the business and in this Island beach resort must
get used the different promotional activities in order to attract the larger customer base. In
this the effective and efficient services will get maintained and by this Island beach resort
provides the different offers as per the dealing to the customer and the special offer and
discount will get provided to the visitors by which they make their choice to the Island
beach resort (Dewnarain, 2019). It is even more beneficial as by this more crowds will
get collected at the Island beach resort at the time of occasional seasons by which profit
and sales will get improvised.
Communication is much vital for the resort as it helps to maintain the long term relation with
those also who are not in the reach of the resort but because of their exception services they
could have manage the better sales and be the first choice of the people who will choose an
island for their vacation. Island beach resort uses the effective communication and with the help
of it maintains the better stability and longer sustainability as with this they could achieve their
objectives within the particular period of time. Island beach resort must have uses the different
communication channel by which have fulfil the criteria and objectives that get changes and
varied as per the change in time. There are some marketing objectives of the communication
channel of Island beach resort and that is as explained as:
 Ascertain services image: It is the major objective of Island beach resort as there are
different services that get provided by them as like boats, fishing equipments, jet skis,
bicycle cart, rental accessories used to make the water activities, restaurants and is the
small and privately owned resort that could also access the boat and ferry (Fill, 2019). In
this it is also be more needed that people must have known about these all amenities that
get served by the Island beach resort and with the help of the communication channel as
like social media that make more clarity among the customer about the different offered
services as it helps to gain the better image in the marketplace.
 Aid customer behaviour: It is also be the objective of communication under which the
Island beach resort will try to understand the behaviour of the customer by which they
could easily make the relative changes and innovation in their business by which the
3

diverse range of services will get served to the customers by the Island beach resort. The
customer demand will always get changes as per the market availabilities and thus the
Island beach resort must make the market research and survey and according to make the
shift in their services and pricing (Gomez, 2019). In this objective the Island beach resort
will get influenced the behaviour of the customer and it could be done by the
advertisement and sales promotion by which effectual relation gets developed.
 Create customer relative: It is necessary part of the business and with this the better
relation will get maintained by which the understanding standard will get developed that
is more helpful for the Island beach resort and to their customer and visitors as well. In
this the communication objective will get achieved with the usage of direct marketing
channel in which the potential visitors will get attracted towards the Island beach resort
by which the loyal customer based will get enlarged.
Critically evaluate an integrated marketing communications plan.
An integrated marketing communication plan shows the different aspects that get choose
by the Island beach resort in terms of the promotional tools and with this the service range will
get capitalised. Island beach resort will make the communication plan by which the rate of
affordable result will get accomplished within the certain period of time and that get excite the
sales of the resort (Laurie, 2019). The communication objective will get more clear and in this
the belief, return on the investment, segmentation on the basis of targeted public, strategic plan
will get implemented by which the need of the visitor will get resolved by making the suitable
addressing of different requirement of the customers. Island beach resort has make some plans in
link with the marketing communication that are as defined below as
Communication strategy: Island beach resort must have chooses the different
communication channel by which certain innovation and creativeness will get induced within the
resort by which the relative information will get circulated within the market on continuous
basis. The consistent communication will get maintained and for this Island beach resort uses the
social media, advertisement, direct selling, sales promotion etc. It is more needed that the
customer get the concise information that is not lengthy but more relative and attractive as well
by which the belongingness with the customer will get developed. In this Island beach resort
develop its own website and update it on timely basis by which the better influence get
maintained that enhance the capitalisation of the resort.
4

Channel choice: Most of the time it is hard for the customer to get searches the relative
services that will make their dream and vacation even more valued experienced and this is not
much easy as the small medium enterprise doesn’t spend much amount to manage the digital
platform and thus their reach with the customer is less reactive (Morrison, 2018). In this it is
more important that the adequate and accurate channel will get selected by the Island beach
resort by which their relatedness towards their customer will get more developed. In this the
communication channel that get used by the Island beach resort will be the social media platform
as it is easy to manage and have connect with the larger number of customer by which their
accessibility will get enhanced. It is more concern that the people must have uses the social
media at larger scale and in this all what is most needed is to manage the account with more
correctness thus Island beach resort appoint the marketing manager that could show their
activeness at the social sites and gain the trust of the customers.
Creative content: It is also being more beneficial that the concise content will get used by
the Island beach resort and in this the customer did get attract towards the communication plan of
the resort with more similar manner (Zahra, 2018). In this Island beach resort could insert the
information that is more précised and effective by which it doesn’t become the hectic for the
customer and they get relate with more simplicity thus they have post the selected services of
their on their social media platform on random basis.
5

CONCLUSION
It has been concluded from the above report that an integrated hospitality marketing
communication is being more needed by which the relative interaction and connection will get
maintained by the customer or the potential guest by whom the beneficiary transformation of the
goods and services by the producer to the customer will get maintained. It has been used by
which both the parties as like the hospitality sector business and the customer both get the
satisfactory outcomes as the guest get the better and suitable knowledge about the different
served services on the other hand the resorts will get able to attract the maximum visitors by
which more profit will get maintained.
6

REFERENCES
Books and Journals
Ahn, J. and Back, K.J., 2018. Influence of brand relationship on customer attitude toward
integrated resort brands: a cognitive, affective, and conative perspective. Journal of
Travel & Tourism Marketing, 35(4), pp.449-460.
Buhalis, D. and Leung, R., 2018. Smart hospitality—Interconnectivity and interoperability
towards an ecosystem. International Journal of Hospitality Management, 71, pp.41-50.
Camilleri, M.A., 2018. Integrated marketing communications. In Travel marketing, tourism
economics and the airline product (pp. 85-103). Springer, Cham.
Chomvilailuk, R. and Butcher, K., 2018. The impact of strategic CSR marketing
communications on customer engagement. Marketing Intelligence & Planning.
Dewnarain, S. and et. al., 2019. Social customer relationship management: An integrated
conceptual framework. Journal of Hospitality Marketing & Management, 28(2), pp.172-
188.
Fill, C. and Turnbull, S., 2019. Marketing Communications: Touchpoints, Sharing and
Disruption. Pearson UK.
Gomez, M. and et. al., 2019. An integrated model of social media brand engagement. Computers
in Human Behavior, 96, pp.196-206.
Laurie, S. and Mortimer, K., 2019. How to achieve true integration: the impact of integrated
marketing communication on the client/agency relationship. Journal of Marketing
Management, 35(3-4), pp.231-252.
Morrison, A.M., 2018. Marketing and managing tourism destinations. Routledge.
Zahra, I.M., 2018. Integrated Marketing Communications (IMC): The Interdisciplinary Concept.
In Promoting Interdisciplinarity in Knowledge Generation and Problem Solving (pp.
102-123). IGI Global.
7