Hospitality Sector & New Zealand Tourism: An Analytical Presentation

This presentation provides an analysis of the hospitality sector within New Zealand's tourism industry. It begins by introducing the New Zealand Tourism Group, highlighting its broad supply chain network, diverse products and services, and the impact of celebrity endorsements and social media marketing on its brand image. The presentation then focuses on the hotel sector in New Zealand, noting its significant contribution to the hospitality industry, its flexible pricing strategies, and the importance of customer service and basic amenities. It examines the interrelationships between the hotel sector and the broader tourism industry, including tour operators, travel agents, and nearby attractions. The presentation also analyzes different types of tourists who participate in this hospitality sector, considering factors such as income level and motivations for travel, including relaxation and escape. The conclusion emphasizes the role of social media marketing, celebrity endorsements, and excellent customer service in attracting tourists and enhancing brand loyalty, referencing several academic sources to support its analysis.

International hospitality management:
A case study of New Zealand Tourism

Introduction of New Zealand Tourism Group
 Broad supply chain network
 Variety in the products and services influences the purchasing power and decision of the customers
 Different sectors- accommodation, transport, tour operators, wholesalers, retailers, theme parks, websites and cultural
events
 Celebrity endorsements enhancing the brand image
 Social media marketing increases the trafficking of the audience towards the brand image
 High ranking for the visitors to the websites
 Employee Engagement survey- helps in undertaking better decisions for increasing the sales revenue and profit margin
 Media outlets popularizing the brand

Introduction of hotel sector in New Zealand
 Differs in shapes, size and budgets
 Largest contributor to the hospitality industry (Nz.hotels.com, 2019)
 50% of the employees work in hotel sector (Nz.hotels.com, 2019)
 Flexible pricing eases the booking process
 Security cookies and policies assistance in gaining loyalty, trust and
dependence from the customers

Contd…
 Availability of basic amenities- free parking, children amusement parks, laundry
services, non-smoking zones, free Wi-Fi, microwave among others
 Restaurants and sight seeing facilities, which are situated in nearby locations

Key characteristics of the hotel
sector Excellent customer service
 Strong value proposition within the hospitality services
 Certification of Excellence from TripAdvisor

Relationship with the tourism
industry Tour operators- TripAdvisor
 Travel agents- Tracknet Bus Services
 Nearby sight seeing attractions

Contd…
 Tour guides-
 Nearby restaurants

Contd…
 Information centres
 Airlines

Analysis of the participating tourist
type Tourists belonging to the aristocratic class
 Tourists, belonging to low income groups but can bear the travelling
expenses
 Tourists, intending to spend some days in the lapses of nature for
gaining an escape for the drab monotonous schedules and
responsibilities

Contd…
 Within all these aspects, push and pull factors play an important role
for the tourists. These factors reflect the reason why the people travel
to other places
 These factors range from relaxation to business purpose

Conclusion
 Social media marketing enables new Zealand Tourism to increase the trafficking of the audience
towards the brand image.
 Celebrity endorsements increases the brand loyalty increasing the customer base
 Special offers and discounts on mobile apps services for making hotel booking is assistance in
terms of gaining an insight into the specific tastes and preferences of the customers.
 Excellent customer service of the hotels suffices the need of relaxation for the tourists from drab
monotony
 Flexibility in prices of the rooms, services and travelling assists New Zealand Tourism to influence
the purchasing decisions and power of all kinds of tourists

References
 Bavik, A. (2016). Developing a new hospitality industry organizational
culture scale. International Journal of Hospitality Management, 58, 44-
55.
 Harkison, T., Hemmington, N., & Hyde, K. F. (2018). Creating the
luxury accommodation experience: case studies from New
Zealand. International Journal of Contemporary Hospitality
Management, 30(3), 1724-1740.
 Nz.hotels.com (2019). About us. Retrieved 8th Feb 2019 from
https://nz.hotels.com/
 Traveltrade.newzealand.com (2019). Planning trips and
accommodation types. Retrieved 8th Feb 2019 from
https://traveltrade.newzealand.com/en/planning-trips/accommodation
-types/