Evaluating Marketing Communication Plans for the Hospitality Industry

This report provides a comprehensive analysis of marketing communication strategies employed by Resort Island, a small luxury hotel. It explores various marketing channels, including advertising, social media marketing, public relations, and digital marketing, and their respective roles in achieving communication objectives. The report delves into the critical evaluation of an integrated marketing communication plan, examining its relationship with channel selection, marketing strategy, channel choice, and creative content. It highlights how Resort Island utilizes these channels to effectively communicate with its target audience, build brand awareness, and enhance customer engagement. The report also discusses the importance of understanding the customer's decision-making process and formulating marketing communication plans that align with customer needs and preferences. Overall, the report provides a detailed overview of the marketing communication strategies used by Resort Island and their effectiveness in the hospitality industry.

Integrity hospitality
and marketing
communication

Contents
PART-A...........................................................................................................................................3
Introduction..............................................................................................................................3
TASK...............................................................................................................................................3
P1. Types of marketing channels and their way to serving of communication objectives..........3
TASK 4............................................................................................................................................5
P5. Critical evaluation of integrated marketing communication plan with their relation to
communication channel, strategy, channel choice and creative content.....................................5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
Part B.............................................................................................................................................10
INTRODUCTION.........................................................................................................................10
MAIN BODY................................................................................................................................10
TASK 2..........................................................................................................................................10
P2. Design communication objectives.......................................................................................10
P3. Justification of selection of integration of communication channels..................................11
TASK 3..........................................................................................................................................12
P4. Creation of marketing communication plan which meet effectively with communication
objectives of business................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

PART-A
Introduction
Integrity marketing communication is defined as the process of conducting marketing
activities through various combination of marketing channels and platforms. As marketing
communication channel facilitates the organisation to communicate the information or relative
message to their desired market place. There are various marketing tools and platforms are used
by the business such as advertisement, direct marketing, social media promotions and personal
selling. In current competitive environment business use integrity marketing communication that
involves various marketing communication tools that help organisation to communicate all
necessary message in order to make impact in customer behaviour as well as perception.
Hospitality industry provides different services such as of hotel, food and beverages, resorts and
tours and transportation. There are different types of marketing channels are used by hotels to
influence and attract potential customers. In this report the chosen organisation is Resort Island
which is located in an Island which is small luxury hotel that offers tourism services, adventures
and leisure. The resort is situated on seaside locations and provide water sports and
entertainment activities. In this report different marketing communication channels and
marketing communication plan are discussed.
TASK
P1. Types of marketing channels and their way to serving of communication objectives
There are various marketing platforms are used by the Resort Island to communicate all products
and services of hotel to customers and attract them towards organisation. marketing channels are
used to attain different communication objectives properly and gain competitive advantages than
other competitors (Arcand, 2017). Some marketing channels that are utilised by Resort Island are
discussed below:
Advertising: Advertisement is defined as the most effective communication tool which is
published by the specific sponsor and advertisements are delivered by various media channels
such as through internet, newspaper, radio and televisions. This the most effective and efficient
platform of marketing that facilitates the organisation to providing information of organisational
products and services to potential target customers (Deale, Schoffstall, and Lee, 2018). Effective

advertisement and promotions create positive impression in customer’s mind and its products
and services as well. There are various latest technologies and innovation aspects are used in the
advertisement to make it more attractive and effective. Resort Island advertising their products
and services to communicate all necessary information to customer as well as persuade them to
buy or consume hotel services. Respective hotel communicates organisational objectives through
delivering effective messages and remined customers about brand properly (Demirciftci, Cetin
and Bilgihan, 2017). There are various images and appeals like emotional appeal as well as
informative appeal are used to enhance brand awareness in market place. Advertisement are
published through using internet on various social media channels. There are various advantages
and disadvantages that affect the Resort Island in different manner. advertisement that are
published on television have impacts on audience emotionally. On the other hand, it is costly and
have lack of flexibility that limits its benefits that affect hotel.
Social media marketing: It is the another effective marketing channel which is used by
the Resort Island to communicate all information and message regarding the hotel products and
reservices to customers in order to make effective public relation. Social media channel provides
different opportunities to interact with large customer base efficiently. It facilitates the hotel to
establish tow way communication as hotel share information and audience provides their
feedbacks on them. Social media content includes different text, videos and images that made the
promotional activity more attractive and help to persuade customers effectively. It enhances
various opportunities of Resort Island through interacting wide customer base as well as
encourage customers to participate (Ghorbanzadeh and Saeednia, 2018). To publish various
advertisement and promotions on social media it is necessary to have social media account on
various platforms such as Instagram, Twitter, Facebook and You-tube. Resort Island has
presence on social media and use it to promote organisational products and services as well as
enhance brand image among customers in order to create effective relation. It is the effective
medium that help to attain the communication objectives through providing relative information
properly.
Public Relation: Public relation is defined as the procedure that helps organisation to
maintain effective brand image that provides benefits of to Resort Island by developing effective
relation with customers. This marketing channels is conducted by the respective hotel to create
positive brand image among customers in market instead of trying to getting customer attention.

Public relation is utilised by the hotel in order to fulfil different purpose such as enhance brand
awareness, creating brand image and developing effective relation with customers. It facilitates
to creates relation with potential customers and enhance organisation goodwill. Effective public
relation facilitates the Resort Island because customers differentiated the brand from others that
enhance the value of organisation. Resort Island provide quality services to their customer that
enhance brand image as well as help to attract potential customers and retain them for long
period of time. It also ease the Resort Island to enhance their sales and market share.
Digital marketing: Digital or internet marketing defined as the effective marketing channel that
used internet and digital platforms to promote organisational products and services. Resort Island
use various types of digital marketing such as mobile and email marketing. Apart from that there
are various different other digital marketing channels are included like search engine
optimisation, website as well as content marketing. It helps the hotel to develop a direct
connection of organisation from their target audience (Mhanna, 2018). As in digital marketing is
done by utilising internet as well as various other online based technologies like mobile phones,
computers and other devices in order to promote organisational products and services efficiently.
The cost of publishing advertisement through digital platform is low and it is quite beneficial for
both customers and marketers. Digital marketing facilitates the Resort Island through enhancing
customer based and ensures the free flow of information. Resort Island promote their new and
innovative product and service through various digital mediums in order to enhance brand
awareness and customer base. It also enhances the interaction of business entity and with their
customers in effective manner. This interaction take place by personalised emails which are send
by hotel to customers that increases the customer engagement.
TASK 4
P5. Critical evaluation of integrated marketing communication plan with their relation to
communication channel, strategy, channel choice and creative content
Integrated marketing communication plans in defined as the process that guide the organisation
to provide organisational products and service information to customers through various
marketing channels in order to enhance brand awareness and customer base (Morosan, 2018).
There are various steps are included in integrated marketing communication process such as in
first step potential customers are identifies a situational analysis is developed and all

organisational marketing objectives are determined. In the next step marketing budget and
strategies are evaluated than proper evaluation and measurement is done. Some other factors are
defined below:
Identification marketing communication method: in order to create integrated marketing
communication plan, Resort Island analyse and evaluated various communication methods that
help to convey all information to potential information to customers. In this step of preparing
communication plan first of all organisation identify target audience and gather all information
about their needs, demands and preferences as well as conduct proper market research analyse
the problems and their potential solutions (Olaleye, Ukpabi and Mogaji, 2020). There are
different channels and platforms are available that are used by the Resort Island are mentioned
below:
 Content marketing channel facilitates the organisation to communicate their content
which is related to organisational products and services on different digital platforms of
premium content, dynamic websites and video marketing that connects customers and
enhance their knowledge about business before taking decision.
 Email marketing is an effective method which is used by Resort Island in order to
enhance customer engagement rate with organisation. through this marketing channel
respective organisation providing various new information about products and services to
their existing and prospective customers and ensures that right information is provided to
customers. Effective e-mail marketing facilitates the organisation to attain the objective
of growth and development.
 Social media marketing is also used by the Resort Island to develop effective relation
with customers and gain information about customers as well as enhance brand
awareness through improving the traffic on their different social media accounts.
These communication channels helps Resort Island to enhance understanding about customer
needs, demands and preference to identify the customers behaviour and perception that help in
preparing appropriate integrated marketing communication plan (Sanchez-Franco, Cepeda-
Carrion and Roldán, 2019).
Formulation of Marketing communication plan: After analysing all communication
channel or platforms Resort Island starts the process of developing the integrated marketing
communication plan in which various strategies are develop that help the hotel to provide

information of organisational products and services to customers efficiently. In order to develop
effective marketing communication planning organisation focuses on various factors such as
targeted audience, marketing content and cadence as well. All these aspects are mentioned
below:
 Audience: It is most important for the organisation to evaluate and understand their
customers and their needs and demands in order to promote all products and services
efficiently to satisfy their requirements. There are different channels are implemented by
the Resort Island for different customers to persuade them properly. There are various
marketing channels are used by the Resort Island to reach potential customers such as
Facebook, Instagram and Twitter.
 Content: Content plays important role in making the advertisement and marketing
activities more effective and attractive. Resort Island analyse current market trends and
customers behaviour then prepare proper planning and strategies to publish effective
content according to customers. There are various database are used to prepare effective
content that influence and persuade customer effectively.
 Cadence: It is very important for hotel to understand that in which manner customers
receive information which is publishes by it. Resort Island analyse the whole market and
gather the feedbacks of customers to know about their perception and point of view about
organisational products and services.
Recognise customer decision-making process: In order to develop effective integrated
marketing communication plan, it is necessary to understand the customer perspective and
decision-making process which are related to purchasing organisational products and services.
Resort Island conduct various marketing research in order to know customer’s purchasing
decisions and provide them product and services according to their demands in order to enhance
their satisfaction level (Timothy, 2020). There are various strategies are formulated by the
organisation and choosing appropriate channel of communication that influences the purchasing
decision of customers. Customers use various steps to take effective decision such as first of all
their identify the problems than search various information to solve problem effectively than
select the most appropriate option among all evaluate the after sale service.
Executing communication plan: Once the marketing communication plan is prepared
organisation implement it in organisation. There are various steps are included that execution

process such as evaluating that the content reached to target customers and influence them
properly. Resort Island use different automation software to implement the plan appropriately
and ensure the reach of organisational message to target customers and provide them proper
information of product and service.
Resort Island follow above process, in order to prepare effective marketing communication plan.
Social media marketing channels and other digital marketing platforms are used by the Resort
Island to reach potential customers and persuade them to purchase organisational products and
service. There are effective content is published to drag attention of customers (Zakhem and
Mascio, 2019). Resort Island use various communication strategies in order to maintain customer
relation and enhance organisational profitability.
CONCLUSION
As per the above report, it can be concluded that hospitality industry is the major factor of
service industry that provides hotel services, travel and tourism, resort, food and beverages.
There are various marketing platforms are used by the organisations to enhance brand awareness
and persuading customers to buy are personal selling, digital and social media marketing and
sales promotions. These channels help business to enhance organisational sales and profitability
that are publishes through newspaper, mobile, radio and televisions. There are proper marketing
communication plan is developed by the organisation that guide the to interact with customers
properly and communicate all information to them in order to persuade them to buy.

REFERENCES
Books and Journals
Arcand, M., and et. al.,2017. Mobile banking service quality and customer
relationships. International Journal of Bank Marketing.
Deale, C. S., Schoffstall, D. G. and Lee, S. H., 2018. Perceptions of ethical issues in hospitality
and tourism research. Journal of Hospitality & Tourism Education. 30(4). pp.203-214.
Demirciftci, T., Cetin, G. and Bilgihan, A., 2017. Coping with RM challenges in hospitality
education. Journal of Revenue and Pricing Management. 16(5). pp.499-512.
Ghorbanzadeh, D. and Saeednia, H. R., 2018. Examining telegram users' motivations, technical
characteristics, trust, attitudes, and positive word-of-mouth: evidence from
Iran. International Journal of Electronic Marketing and Retailing. 9(4). pp.344-365.
Mhanna, R., 2018. Sport tourism: new challenges in a globalised world.
Morosan, C., 2018. An empirical analysis of intentions to cocreate value in hotels using mobile
devices. Journal of Hospitality & Tourism Research. 42(4). pp.528-562.
Olaleye, S., Ukpabi, D. and Mogaji, E., 2020. Public vs private universities in Nigeria: Market
dynamics perspective. Understanding the Higher Education Market in Africa. pp.19-36.
Sanchez-Franco, M. J., Cepeda-Carrion, G. and Roldán, J. L., 2019. Understanding relationship
quality in hospitality services: A study based on text analytics and partial least
squares. Internet Research.
Timothy, D. J., 2020. 12 Marketing the Past for Today. In Cultural Heritage and Tourism (pp.
298-318). Channel View Publications.
Zakhem, A. and Mascio, M., 2019. Sporting integrity, coherence, and being true to the spirit of a
game. Sport, Ethics and Philosophy. 13(2). pp.227-236.
Zhang, H., Xu, H. and Gursoy, D., 2020. The effect of celebrity endorsement on destination
brand love: A comparison of previous visitors and potential tourists. Journal of
Destination Marketing & Management. 17. p.100454.

Part B
INTRODUCTION
Integrated marketing communication is defined as the strategic tool that ensures effective
communication of business to customers and other factors in order to enhance brand awareness
in market. Marketing communication is used by the organisation to communicates information
and messages related to products and services in enhance organisational sales. In this report
chosen organisation is Resort Island which is located in an Island which is small luxury hotel that
offers tourism services, adventures and leisure. In this project various factors are covered such as
design of communication objects of hospitality organisation as well as justification of selecting
on of marketing channel for business. It also consists the development of marketing plan.
MAIN BODY
TASK 2
P2. Design communication objectives
Effective communication in important for run business in efficient manner and attain all
organisational goals and objectives in defined period of time. There are various communication
objectives of hospitality business for which they message through using various platforms
(Zhang, Xu and Gursoy, 2020). Communication is requited to understand customers perspectives
and preferences and provide them services accordingly in order to satisfy them. Some
communication objectives of Resort Island are discussed below:
Enhance awareness of business: There are various communications strategies are use by
the Resort Island organisation for purpose of enhancing band awareness in market. Effective
communication attracts new customers as well as remind existing customers about new products
and services of organisation that enhance sales of respective resort (Abid, Harrigan, and Roy,
2020). As Resort Island used social media channels to promote their products and services and
enhance brand awareness among potential customers.
Providing and getting information: The main objective of communication is to
providing all information which is related to products and services that help customers to take
effective purchasing decision to select the best option. Through various communication
platforms Resort Island also get information about customer needs and preference that help to

produce products accordingly. Organisation publish various information in order to enhance
loyal customer base and differentiated the brand from other competitors.
Persuading customers: Effective communication strategy facilitates Resort Island to
persuade customers to buy organisational products and services as well as develop the demand of
organisational products and services in market place. It is the objective of communication to
generate actual purchase through persuading customers.
P3. Justification of selection of integration of communication channels
As there are various channels of integrated marketing communication that are used by the
organisation according to their structure and customer requirement. Resort Island evaluate all
channels and select the best option that ensures better customer reachability in order to attain
higher revenue objectives (Arruda Filho and Barcelos, 2020). There are social media and digital
communication channels are adopted by the Resort Island to communicate with customers and
attain all organisational goals and objectives are discussed below:
Increasing brand recognition: As social media marketing facilitates the Resort Island to
enhance customer base as well as higher market share. Through implement communication
channel respective organisation gather relative information about customers their needs and
wants in order to provide them better quality products to satisfy customer. Proper communication
enhances brand recognition in the mind of customer.
Enhance connectivity of customers with brand: Digital as well as social media platform
facilitates the Resort Island to enhance to connectivity with potential customers and persuade
them to take organisational products and services. Social media provides a effective platform to
communicate all information to customers and get their feedbacks in order to enhance brand
image and maintain positive customer relation (Barnhardt, and Ginns, 2017). On social media
various campaigns are conducted by the Resort Island to enhance awareness about organisational
new innovative products and services. There are option of like, comment and share are available
on social media that enhance the connectivity.
Collect information about customers: Resort Island collect various information and data
about potential customers and their needs, requirement and preferences. All these information
facilitates the organisation to develop proper products and strategies to fulfil customer
expectations. Through these advantages it is clear the social media and digital marketing
platforms plays important role in effective communication.

TASK 3
P4. Creation of marketing communication plan which meet effectively with communication
objectives of business
Resort Island creates effective and proper marketing communication plan that facilitates
organisation to gather all information about customers and provide them about organisational
product and services. Some components of marketing communication plan are mentioned below:
Establishing mission statement: In order to develop effective marketing communication
plan of Resort Island, organisational manager create the mission statement that describes all
ultimate goals, vision and strategies to fulfil needs of customers (Jutbring, 2017). The mission of
respective organisation to provide better quality services to customers at affordable prices.
Establish business objectives: In this phase, Resort Island organisation establish
organisational objectives that organisation want to achieve in defined period of time. This
objectives are include in organisational planning and these objectives are communicates to
organisational members to attain them efficiently.
Identification of buyer: Resort Island identifies potential customers through providing
information of products and services. Once the target audience is identifies than organisation
develop effective policies and planning to communicate then all relative information as well as
persuade to retain with organisation.
Identification of USP: Resort Island managers analyse and evaluates unique selling
proposition that help the organisation to differentiate their respective products and services from
other competitors in market place (Mustelier-Puig, Anjum and Ming, 2019).
Develop effective content and positioning: Resort Island managers create effective and
attractive content on social medial communication channel to attract target customers. effective
message influence customers and crested organisational positioning in market place.
Implement marketing channels: In this final step, managers of Resort Island implement
marketing communication plan to meet all organisational objectives in efficient manner.
CONCLUSION
As per above project report, it can be concluded that marketing communication is effective tool
that help business to communicate all organisational information to potential customers through
various marketing channels such as social media and digital marketing. These platforms help

business to enhance organisational brand awareness and promote products and services.
Organisation analyse all information and select most effective tool that help to enhance
organisational customer base and market share.

REFERENCES
Books and Journals
Abid, A., Harrigan, P. and Roy, S., 2020. A relationship marketing orientation in politics: Young
voters’ perceptions of political brands’ use of social media. Journal of Strategic
Marketing, pp.1-16.
Arruda Filho, E.J.M. and Barcelos, A.D.A., 2020. Negative online word-of-mouth: consumers’
retaliation in the digital world. Journal of Global Marketing. pp.1-19.
Barnhardt, B. and Ginns, P., 2017. Psychological teaching-learning contracts: academic integrity
and moral psychology. Ethics & Behavior. 27(4). pp.313-334.
Jutbring, H., 2017. Social Marketing through Events.
Mustelier-Puig, L.C., Anjum, A. and Ming, X., 2019. Service encounter communication,
altruistic value, and customer satisfaction: a study of overseas tourists buying
transportation services in Shanghai. Journal of China Tourism Research. 15(2). pp.149-
171.
Zhang, H., Xu, H. and Gursoy, D., 2020. The effect of celebrity endorsement on destination
brand love: A comparison of previous visitors and potential tourists. Journal of
Destination Marketing & Management. 17. p.100454.