Analysis of Integrated Marketing Communication Channels in Hospitality

This report provides a comprehensive analysis of integrated marketing communication within the hospitality sector, specifically using the Island Beach Resort as a case study. It begins by outlining various marketing channels, including social media, pay-per-click advertising, websites, word-of-mouth marketing, content marketing, and email marketing, detailing their importance and application. The report then evaluates the marketing communication plan, examining communication strategies, channel choices, and creative content. Furthermore, it identifies and justifies communication objectives, such as establishing understanding, stimulating interest, developing repeat purchase behavior, and establishing customer relationships, while also exploring the rationale behind selecting and integrating these channels to build trust and cost-effectiveness. The report concludes by emphasizing the crucial role of creative content and the importance of adapting to changing marketing landscapes.

Unit 33 - Integrated
Hospitality Marketing
Communications

Table of Contents
INTRODUCTION.......................................................................................................................................3
TASK A......................................................................................................................................................3
P1 Different types of marketing channels................................................................................................3
P5 Evaluation of marketing communication plan related to the communication strategy and channels. .4
TASK B.......................................................................................................................................................6
P2 Communication objectives and justification regarding the appropriate channel selection and
integration................................................................................................................................................6
P3 Justifications for the selection and integration of communication channels.......................................7
P4 Marketing communication plan the effectively meets the communication objectives........................8
CONCLUSION...........................................................................................................................................9
REFERENCES..........................................................................................................................................11

INTRODUCTION
Integrated hospitality marketing communication is an approach to developing a seamless
and unified experience for customers to interact with enterprise or brand. It is also include the all
aspects of integrated hospitality marketing communication such as sales promotion, advertising,
direct marketing, social media, public relations etc. Integrated marketing communication
specifically designed for hospitality industry. It is an ordinary concept that ensures that all kinds
of communications are perfectly linked together. Island beach resort located on the Florida Gulf
Coast with direct connected by ferry or boat. It involves many activities such as recreational
activities, entertainment, dining, shopping, tennis and security. This report will include the
different types of marketing channels and how they provide communication purposes within the
hospitality organizations. This report will also include the evaluation of the marketing
communication plan related with the channel choice, communication strategy and creative
content. This report will also highlight the communication objectives for organization and
justification for integration and selection of communication channels. This report will also state
about the integrated marketing communication plan that efficiently conducts communication
objectives.
TASK A
P1 Different types of marketing channels
As per the analysis of case study, the Island beach resort involved in making use of
several kinds of marketing channels to attract and expand large customer base. Marketing
channels is very helpful for all organization and it is including many channels pay-per-click
marketing, social media, email marketing, websites and content marketing and SEO.
Social media
Social media marketing is important for organization. This marketing is big players in the
marketing in whole world. All customers are actively seeking out brands and they are increasing
numbers of users are taking to social media to research or make purchasing decision (Larionova,
A.A. and Zaitseva, N.A., 2017). It is also valuable community-building opportunities so it is very
helpful to the customers in the market. It is plays important role in the marketing and it is very
helpful for all customers.
This is essential types of marketing channels and it is very helpful for organization. Pay-
per-click advertising is still an unbeatable juggernaut and it is especially potions are available in
the market. There is a learning curve for each platforms and this are main channels is very
helpful for organization. It is create a good communication between many parties I the marketing
channels.

Website
This is main marketing channels in the organization and it is very essential for today’s
marketing. It has been examined that the Island beach resort has been engaged in creating use of
online websites such as Google, Yahoo and Bing. The many users in the market are using many
website and it is very helpful for all customers. Many website are available in the market for
better creation of objectives in the business. All business is using this marketing channels and its
play a critical role in the marketing (Songur, A., 2018). It is very beneficial for all customers in
the marketing. All communication thorough the website is easily between many parties in the
marketing.
Word of mouth marketing or direct selling
This is main marketing channels and it is always one of the most effective marketing
channels in the market. There are many methods to encourage word of mouth marketing such as
referral programs and motivating online reviews for many platforms online and Google so it is
helpful for organization. As per the analysis of case study, the Island beach resort has been
involved in the face to face marketing and direct selling. Resort has been engaged in providing
important information to their customers regarding many kinds of entertainment and recreational
activities or operations that has been making out in organization.
Content marketing and SEO
This is like of a saving account and it plays an important role in the marketing channels.
It is more valuable in the marketing and it offers SEO benefits for a long time to people can
continue to search them. Content marketing is helping to reach all customers are the different
stage I the marketing so it is main part of the channels (Porcu, Del Barrio-Garcia and Kitche.,
2017). It is one of the best marketing channels are disruptive advertising in the present market.
Email marketing
Email marketing is important marketing channels in the present generation and it is very
helpful for all organization in the market. Email marketing is the best method of direct response
of all marketing users. It is learn about the latest products and sales theory email marketing. This
marketing is very complex and this is very helpful for all customers in the marketing. This plays
essential role in the marketing channels. It is available many benefits to all customers and this
remains marketing channels in the recent years.
P5 Evaluation of marketing communication plan related to the communication strategy and
channels
It has been evaluated that Island beach resort engaged in the utilization of integrated
marketing communication plan. Island beach resort uses many communication technology to
directly contact with the consumers and it is every helpful for all consumers. Marketing

communication strategy is the plan used by an organization to attain their target. This
communication plan helped the organization in accomplishing communication and marketing
plan also. Many distribution channels are presented by the information communication
technologies. Resort uses online distribution channel and that are additionally valuable to all
operators and consumers. It plays an essential role in build up a fine relationship with their past,
present and future customers. Island beach resort faces many difficulties in adoption of these
opportunities. This communication channel is very supportive because it includes various
choices that are available for all clients to better understand these resort challenges situated in the
market. This resort is using many strategies for making a better online distribution channels in
the market (Baker and Magnini., 2016). Technology is important part of Island beach resort and
it is very helpful for all operators in the resort. Marketing communication plan is essential for
resort and it developed a good position in the market. It has been analyzed that the Island beach
resort engaged in making use of online marketing medium such as project management system.
It assisted the organization in integrated the information which are important and useful to meet
the customer’s demand and expand the services.
It has been examined from the case study that Island beach resort was used traditional
channels and then after the organization switched into online marketing channels. They
appropriately selected the channel that was good for the firm. It helps them to connect with their
past, present and futures customers with the use of internet for communication. It is successful
for to mange resources in the real time. Island beach resort was taken advantages for this
communication channels and it helps to better understand the all customer’s demand in the
market. Communication channels are plays an important role in the resorts. This industry is
facing many challenges and it was managed by the resort by creating a good performance in the
market. The Island beach resort has contractual relation with many channels and property
management system so this is main channels for creating a good communication between resort
and customers. In the case of Island beach resort, the choice of property management system was
tied to online prove services to the customers and it is offered many function is related to the
Island beach resort. The resort has also contractual relation with an online marketing system and
it provided a better environment in the market. Many advanced technology is using in Island
beach resort. Marketing communication technology is crucial part for Island beach resort and
good communication develops a good environment in the place.
It is essential for the Island beach resort to use the creative content in their promotion
and advertising activities. The Island beach resort is current reservation system is used by the
resort is NAVIS and this are main system for this resort. The resort uses escape agent/system and
online PMS is defines property management software in the market. This offers a complete
package for Island beach resort and it is including many faction is related to the resort. The
resort is using online marketing channels was verified and it is proved that very good system of
organization in the market (Ettinger, A. and et.al., 2020). It has been analyzed that organization
must be use creative content by using illustrators and graphics in their online website to attract

the large number of customers and also increase the firm’s profitability. The Island beach resort
is successful in the drive market and it is mange properly for all channels. Employees and
ownerships are recognized the dying role of tradition marketing channels and it is offered many
online services in the market. The resort web page is to be tracked for using the source of
subcategory features in Escapee sp this are more beneficial to all customers so this are the
evaluating marketing communication channels and strategy.
TASK B
(Covered in PPT also)
P2 Communication objectives and justification regarding the appropriate channel selection and
integration
According to the analysis of case study, Island Beach Resort selected the appropriate channel
that helps them to conduct their objectives. These are as follows:
Establish understanding
It is essential that employees of the resort and the management of resort all needs to work in
collaboration and responsibilities so that they can work on the basis of that and deliver quality
service to their clients. It is necessary to maintain and implement effective communication and
only the channels of it will be able to save them.
Stimulate interest
The objectives of hospitality industry it is essential that they maintain and develop the target
audience by promoting their property through many websites. It is necessary that resort organizes
events which involve the entry of celebrities so that they can influence the target audience, or
organize an event or wedding on a huge scale (Semeradova, T. and Vávrová, J.N., 2016). If they
are able to present their resort or feature it in a movie then they will be able to attract many of
their target audience to visit their property so it main communication objectives. It is helpful for
the island beach resort.
Develop repeat purchase behavior
It is essential that all the measures are taken care of so that they can provide quality service to
their clients and increase their reach and ratings through online platform. It is help the island
resort to get repeated sales from the same guest so it main communication objectives.
Establish customer relationship

It is important that management of Island Beach Resort takes on effective use of online platform
and develop (Gerdt, S.O., Wagner, E. and Schewe, G., 2018). They can maintain the
relationship with their clients. It is essential that they stay connected with them and this is
important communication objectives.
P3 Justifications for the selection and integration of communication channels
Build and increase the trust
Consumers today are aware of most of the strategies that are used by businesses as they
have seen it all and now they are able to assess the reason behind it. This is also considered as
skeptical for many of the other businesses they are not aware of. The Island Beach Resort needs
to integrate their messages and deliver them at a constant rate so that they can easily gain their
trust.
Effectiveness of cost
These are selection of main communication channels and it is Creating assets on the
platform that is digital such as graphics, content consumes a lot of time and other important
resources such as money (Gursoy., 2017). Integration of these channels helps the resort to
eliminate copied strategies or any duplicate material because these are uploaded and used on
different channels.
Eliminates confusion
All marketers is misunderstood the many content and deliver the wrong message so it is
changes the whole meaning. This is what was wrong by Island Beach Resort as they were not
able to understand the reasons behind the content and the tactics to implement it. They will use
email and send a bit of content from that, some of it will be taken from newspaper and many
online platforms is use in different ways. It is way the online website and platforms are not able
to grab attention of their target audience.
Internal morale

It is that island resort to motivate them and boost their all morale and it is bell to see how
team work is more beneficial for the organization (Ieong and Lam., 2016). It is required that they
keep an eye on their employees so that they can take the use of their talent and skills so this is
main internal morale of island beach resort.
Top of mind
This integration of communication will be able to make them consider and remember the
Island Beach Resort. It will enhance the all awareness of the brand and expand the all trust of
the company. This is main point in the island beach resort (Oluwafemi and Adebiyi., 2018).
P4 Marketing communication plan the effectively meets the communication objectives
Situational analysis
It is analysis the internal and external analysis of the all market. Internal analysis will highlight
all the issues which happen inside the resort. The capability of the resort must be high so that
they can implement the program (Watson., 2017). This is because analysis will help the Island
Beach Resort to get the advantages and disadvantages of working so it is used for promotion in
the market. For examples internal analysis may hint that they are not capable of planning,
implementing. External analysis it will help the resort to get the all details of the current market.
This will help them to take out the figure of the target audience. After the selection of target
market positioning of the resort and its services will be done. It is help to set them the all right
image of the island beach resort so situation analysis is essential part of the communication plan
and it is effectively manage the marketing plan of the island beach resort (Bojanic and Reid.,
2017).
Budget determination
It is important aspects and it is the procedure of budget determination will involve selecting the
approaches of budget that integrates them. Budget of the aspect is tentative. This aspect will
assess the activities on the basis of the budget that is decided by the management of the resort.
Budget determination is main point of the island beach resort. This are essential aspects in the
marketing plan and it is include many budget related to the island beach resort.
Emerging the integrated marketing communication programs

This is main points in the communication programs and each aspect of promotion has its set of
objectives and a specific budget is fixed for them. It is necessary to take decisions so that stages
of many activities can be preceded further. Developed the integrated marketing plan is essential
part for the island beach resort and this are main communication plan for the effective mange the
marketing structure of the company. Many communication programs are affected in this
marketing plan and it is helpful for the resort.
Analysis of communication process
Analysis of communication is essential part of the island beach resort and it is involve the all
decision regarding communication and effective channels is used I the marketing (Valos and
et.al., 2016). . The most important part of this aspect is to work and set the goals of
communication. It refers to what the resort can achieve with its strategy of promotion. The
objectives of communication start with creating and enhancing the awareness of the island beach
resort. Communication is essential part of the company and the sis analysis is helpful for all
aspects are cover in the marketing for communication plan.
Evaluation, mentoring and control
This are essential aspect of communication plan and all stage focuses on getting the feedback
constantly which states the effectiveness of the activities and programs which is used as input
and helps to develop the strategy and planning of the island beach resort (Kharouf AND et.al.,
2019). The mentoring and evaluation are important aspect in the communication plan and it is
effectively manage the all resources of the island beach resort. This is essential marketing plan of
the resort and the control aspect is more essential in the island beach resort.
Review of marketing plan
It is important that the island beach resort assess their current position in the market so that they
can reach to their expected position in the market. This aspect is essential that all element of
marketing is analyst many strategy of marketing so this are main marketing plan in the island
beach resort. Review of marketing plan is important in the island beach resort in the marketing.

CONCLUSION
From the above reports, it is concluded that that Island Beach Resort should have to
create their website and in the other hand also concern on various tools they exercise for
encouragement as all of them wants determination and maintenance so that they can be better. If
they are not able to recover these actions then they will not be capable to meet their predictable
outcomes. This report includes the plan and the ladders of integrated marketing communications
which is required for the resort so that they can review all the parts and assign the funds on the
base of this procedure. It is needed that they also effort on improving the quality of service they
propose and the number of strategies they use or execute required to be reviewed. This will assist
them to take out the variation in the practices and make the required changes from it.

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