Hospitality Management: Qantas Airlines Brand Perception Analysis

This report focuses on improving Qantas Airlines' brand perception within the hospitality industry. It explores various strategies, including corporate social responsibility, utilizing social media platforms like Facebook, Twitter, and Instagram for customer engagement, and implementing effective Search Engine Optimization (SEO) techniques to enhance online visibility. The report emphasizes the importance of creating unique content, developing a distinctive logo and tagline, and leveraging public relations to disseminate key messages. Furthermore, it addresses crucial factors such as demographics, event sponsorship, and customer data privacy when using social media. A detailed communication plan is proposed to address engine-related issues and improve public relations, encompassing setting objectives, identifying the target audience, outlining activities, assigning responsibilities, determining communication modes, and establishing timelines and feedback mechanisms. The report suggests hiring skilled technicians and PR professionals to resolve issues and enhance the airline's reputation. Budget estimation and feedback mechanisms are also integral parts of the proposed plan. The report concludes with a comprehensive list of references supporting the analysis and recommendations.

Running head: HOSPITALITY MANAGEMENT
Hospitality Management
Name of the student:
Name of the University
Author’s note:

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1. There are various ways by which it is possible for Qantas Airlines to create a
positive perception in the mindset of its clients. In accordance with the opinion of Calhoun,
O’Neil and Douglas (2018), it is necessary for a brand to carry out activities related to
corporate social responsibility. Therefore, authorities of Quantas can introduce free
apprenticeship programs for the young aspirants who are unable to bear the expenses of
apprenticeship programs. In order to improve the brand perception among the customers, the
management working at Qantas should undertake initiatives for using various channels of
social media such as Facebook, Twitter, and Instagram in order to stay connected with its
customers. Apart from this, DenizciGuillet and Mohammed (2015) social networking sites
can also aid the respective company to share industry-specific information to its existing
customer base. Therefore, Qantas can also this useful for sharing airline industry-oriented
information and company-specific information among people thereby elevating their brand
profile. In the opinion ofGarcía-Lillo, FÚbeda-García and Marco-Lajara(2016), Search
Engine Optimization (SEO) is a useful tool, which improves the ranking of the business
organisation on search engines such as Google. In case of Qantas, it is essential for the senior
managers use catchy phrases and proper key works so that it is possible to increase the rate of
trafficking of customers to the official website of Qantas and also in other sites. In order to
create a positive brand perception in the eyes of customers, it is a suggestion for Quantas to
use Google Adwords, which is an effective tool used for tracking information regarding the
way visitors communicate with it. From the perspective of Brown, Arendt and Bosselman
(2014), a unique content should be created by the managers of different companies. In
addition to Ryan(2015 ), a unique logo and tagline will add value to the content created by
the companies for elevating their brand image among the customers. However, it will be

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beneficial for Qantas if it creates a unique content and an attractive logo that keeps them
stand out from its close competitors. It has been observed that public relations disseminate
the key messages as well as organisational news in the online blogs as well as trade
publications. In this context, it can be stated that Qantas also can disseminate its key
messages as well as company-specific news in the news outlets as well as online blogs
thereby creating a positive image in the mindset of individuals.

HOSPITALITY MANAGEMENT
2. It has been observed that management of organizations like Qantas need to
consider certain factors when it comes to using social media or organizing a context or any
other public relations initiatives. According to Xu and Gursoy(2015), demographics is an
important factor which should be considered by companies. In this regard, it can be stated
that it is very important for airline service provider like Qantas to identify their targeted
audience and their location. In addition to this, it is necessary for the respective airlines
company to get personal details from their targeted audience. From the perspective of Walker
and Walker(2016), it is essential for the business organizations to decide who is going to
sponsor their events. In this context, it can be stated that the managers working at Qantas
need to decide who is going to sponsor their contest. Moreover, top authorities of this
particular airline service providerwill have to estimate the budget for the contest. Qantas
airlines have to consider the fact that who will be the target audience when they are deciding
to use social media. In the opinion of Litvin, Goldsmith and Pan (2018.), privacy of the
personal details provided to the company by the customers is considered as an important
factor when it comes to use social media. In this regard, it can be stated confidentiality of the
personal details of customers need to be considered by Qantas Airlines. It has been observed
that budget is an important factor, which needs to be considered by the senior managers of
the respective airline service provider. Without doing budget estimation, it is not possible for
the company to use social media in an effective manner (Denizci Guilletand Mohammed,
2015).
3. It is very important for Qantas to take some initiatives for resolving the issues.
For this purpose, they should build a communication plan. According to there are certain
steps in a communication plan. The first step is to set objectives. The next step is to decide

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the target audience. The next step is to undertake the initiatives for resolving the issues and
communicating the initiatives to all the employees of Qantas Airlines. After this, a timeline
should be fixed by the organizational management. The objective is to fix the engine-related
issues in the aircraft. The second objective is to improve its publicity among common people.
It is recommended for the airlines to hire highly trained and experienced technicians as well
as mechanics efficient enough to maintain as well as repair the engines of the aircraft. It is
recommended for this company to contact hire and train the PR so that they can fix the
problems related to negative publicity.
Objective
s
Target
audienc
e
Activities Responsibl
e persons
Mode of
communica
tion
Frequenc
y Outcomes Timepla
n
Feedback
mechanis
m
Solving
the
engine-
oriented
issues and
Improvin
g public
relations
Commo
n people
Conducting
a thorough
market
research in
the current
market in
order to gain
an
understandin
g on the
extent of
Senior
Manager,
Team
Leader ,an
d his team
Organizing
face-to-face
meetings
Weekly It has been
observed
that people
are
extremely
disappointe
d for its
publicity
stunts and
ineffective
Two
months(
From
Feb-
April,
2018)
Meeting
assessmen
t form
feedback

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negative
publicity
regarding
the
respective
airlines
based on
which
effective
measures
can be
undertaken.
services
Budget
estimation
should be
done by the
organization
.
Senior
Manager
Assistant
Finance
Manager
and his
team.
Face-to-face
meeting
Weekly About
AUD 23
million has
been
allocated
for
recruitment
, selection
and
training
Two
months(
May-
July,
2018)
Meeting
assessmen
t form
feedback

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program.
Recruitment
of
Technicians
as well as
mechanics
Senior HR,
Assistant
HR and
team
members.
Face-to-face
interview
Monthly
To some
extent,
engine-
oriented
issues has
been fixed.
August
2018
Email
request for
feedback
has been
sent.
Recruiting
the PRs
and
providing
training to
them.
HR
Manager
and his
team
Face-to-face
interview Monthly
To some
extent,
Qantas has
been able
to recover
its
reputation.
2
months
Septemb
er-
Novemb
er 2018
Email
request for
feedback
has been
sent.

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References
Brown, E.A., Arendt, S.W. and Bosselman, R.H., 2014. Hospitality management graduates’
perceptions of career factor importance and career factor experience. International Journal of
Hospitality Management, 37, pp.58-67.
Calhoun, J.R., O’Neill, M. and Douglas, A.C., 2018. An Examination of Second Language
Education Provision Among US and European Hospitality and Tourism Management
Schools. Journal of Hospitality & Tourism Education, pp.1-10.
DenizciGuillet, B. and Mohammed, I., 2015. Revenue management research in hospitality and
tourism: A critical review of current literature and suggestions for future research. International
Journal of Contemporary Hospitality Management, 27(4), pp.526-560.
García-Lillo, F., Úbeda-García, M. and Marco-Lajara, B., 2016. The intellectual structure of
research in hospitality management: A literature review using bibliometric methods of the
journal International Journal of Hospitality Management. International Journal of Hospitality
Management, 52, pp.121-130.
Litvin, S.W., Goldsmith, R.E. and Pan, B., 2018. A retrospective view of electronic word-of-
mouth in hospitality and tourism management. International Journal of Contemporary
Hospitality Management, 30(1), pp.313-325.
Ryan, C., 2015. Trends in hospitality management research: a personal reflection. International
Journal of Contemporary Hospitality Management, 27(3), pp.340-361.
Walker, J.R. and Walker, J.T., 2016. Introduction to hospitality management. Prentice Hall.