...Theories a. Holt’s Theory of Cultural Branding b. Hall’s Tourism and Market System 4. Case Study Introduction 5. Brand Strategies 6. Critical Analysis of Brand Strategies 7. Recommendations 8. Conclusion Executive Summary This report was commissioned to examine the Manly Council case study and the strategies they use for their business and how they can relate to actual marketing theories and models. This research draws attention to the two strategies that Manly Council uses one of which is the beach and how they utilize this in enhancing the experience of tourists. Manly Council does this by placing eateries, shopping centers, services such as bike tours and aquariums and hosting annual events such as the International Jazz Festival. The Holt’s Theory of Cultural Branding where it states that brands are and can influence the societies culture fits into this strategy as Manly Council has created the ‘Surf City’ brand to align the values of its residents to create a beach culture for them to showcase to visitors. However in the strive for personal sovereignty is almost impossible through brands because cultural branding will force too many cultural icons for one to handle and time is short for one to reach sovereignty. Further research indicates that social media is also a tool used by Manly Council to increase brand awareness. The Hall’s Tourism and Market system, which signifies that a tourists experience is the main point of business...
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...Chittagong, Bangladesh This business plan has been submitted on a confidential basis. On this business plan we hope that we have made a fruitful business and it would be successful. |TABLE OF CONTENTS |Page no | |01. Summary of the total business plan |02 | |02. Total Quality Management plan (TQM) |02 | |03. Executive Summary |04 | |04. Market research on hotel and tourism |05 | |05. Financial Plan |07 | |06. Marketing plan (Advertising & any other marketing) |10 | |07. Insurance Plan |12 | |08. Appendix |12 | |09. Bibliography ...
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...Technical Report of Tourism Master Plan. The purpose of preparation Technical Report is vital in a way of formulation Tourism Master Plan. In this report, the consultant needs to analyse all the findings collected from the case study area which is Pangkor Island. Apart from that, the preparation of technical report is the third stage before proceeding to the final stage which is completing of Tourism Master Plan itself. Besides that, the theme that has been selected is Island and Coastal Tourism. Thus, this chapter will present the purpose of the study and identification of the report goal and objectives. Last but not least, this chapter also includes study methodology, as well as limitations of the study and finally study framework of this research. 1.2 GOAL The goal of this report is; “To analyze the data that has been collected from the fieldwork study and highlighted the issues and problems existed in Pangkor Island in a way of formulation Tourism Master Plan” 1.3 OBJECTIVES The objectives of this report are: 1. To analyze the...
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...INSTITUTE For Technology and Management Bangalore [pic] AN ASSIGNMENT OF CONSUMER BEHAVIOR On [pic] “INDIAN RAILWAYS” Submitted To: Submitted By: Prof.SRI KUMAR PRAMIL KUMAR GUPTA BANGALORE PGDM 2009-11/31 Introduction: Indian Railways.... the golden Era 16th April, 1853...............The Beginning The first railway on Indian sub-continent ran over a stretch of 21 miles from Bombay to Thane. The idea of a railway to connect Bombay with Thane, Kalyan and with the Thal and Bhore Ghats inclines first occurred to Mr. George Clark, the Chief Engineer of the Bombay Government, during a visit to Bhandup in 1843. The formal inauguration ceremony was performed on 16th April 1853, when 14 railway carriages carrying about 400 guests left Bori Bunder at 3.30 pm "amidst the loud applause of a vast multitude and to the salute of 21 guns." The first passenger train steamed out of Howrah station destined for Hooghly, a distance of 24 miles, on 15th August, 1854. INDIAN RAILWAYS, the premier transport organisation of the country is the largest rail network in Asia and the world’s second largest under one management.Indian Railways is a multi-gauge, multi-traction system covering the following: |Track Kilometres |Broad Gauge |Metre Gauge |Narrow Gauge (762/610 mm) |Total | | ...
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...The customer's satisfaction with service Chapter I: Introduction 1.1 Background In recent times, customer's satisfaction is the main concern for every hotel and resort. Customers are now more valued and every effort is being made to keep them loyal to the resort and make them permanent visitors. The hotel industry believes that higher level of customer satisfaction may result in higher levels of repurchase. Repeat purchasing is essential to a continued stream of profitability through achieving higher levels of customer satisfaction (Oliver, 1997). The customers' satisfaction can be defined as “the fulfillment response” which they feel towards given service. It has been a judgment that a product or service feature, or the product or service itself, provides (or is providing) a pleasurable level of consumption-related fulfillment, including levels of underfulfilment or overfulfilment” (Oliver, 1996, p. 14). The concept of consumer satisfaction occupies a central position in marketing thought and practice. Conceptually, satisfaction is an outcome of purchase and use results from the buyer's comparison of the rewards and costs of the purchase in relation to the anticipated consequences. Operationally, satisfaction is similar to attitude in that it can be assessed as the sum of the satisfactions with the various attributes of the product or service. With due consideration of this marketing approach, every effort is being made to provide the customers with better services in order...
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...South Africa's provinces-Gauteng, Western Cape, Eastern Cape, KwaZulu-Natal, Mpumalanga, Free State, Northern Province, North West and Northern Cape. In March 2011, Shanduka Holdings, owned by Cyril Ramaphosa, acquired control of McDonald's South African operations. The deal gave Ramaphosa exclusive rights for 20 years; including the powers to lease out real estate of its stores. McDonald's has struggled under fierce home-grown competition. Famous Brands, its main rival has more than 1100 outlets operating under names such as Steers, Wimpy and Mugg and Bean. Since then, McDonald's has been expanding heavily in South Africa providing quality, service, and value to its customers. South Africa has proven to be one of the most successful markets for McDonald's at one point opening a staggering number of 30 restaurants in record time. This case concludes by addressing challenges faced by the new owners of McDonald's with increasing competition, commodity price fluctuations, and variances with direct costs. Issues: * Examine some of McDonald's efforts to localize its offerings in South Africa. * Understand McDonald's marketing strategies in South Africa. * Examine how McDonald's tackles competition from leading brands. * Understand the issues and challenges faced by McDonald's South Africa. * Explore future strategies that McDonald's South Africa can adopt. Contents: Introduction Background Note McDonald's Enters South Africa Localization Marketing...
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...Theme Park Investigation for TRC, Inc. Prepared by Jeorge Vega Director of Vega Consulting Group Report Distributed May 7, 2010 Prepared for TRC, Inc. INTRODUCTION This report examines the current state of the theme park industry and how TRC, Inc. can expand into the state of Florida. Florida already has theme parks that range from Disney World to Busch Gardens, zoos and aquariums. Vega Consulting group will analyze and investigate future possibilities for TRC, Inc. Theme parks and amusement parks are places people to go to have fun, relax and enjoy themselves. An amusement park is more elaborate than a simple city park or playground, usually providing attractions meant to cater to children, teenagers, and adults. A theme park is differentiated from an amusement park by its various sections devoted to telling a particular story. In this report, Vega Consulting Group will look at what makes a theme park successful, the demographics of the local audience of where the park will be located and built. This report will also look the competition and will analyze their strong and weak points and we will look at the developing trends in theme parks as far as what the theme parks of the future will be and what it will offer to the public. History of Theme Parks Theme parks date as far back as 1133 and began in England. Back then, they were known as periodic fairs and are to be known as the parent for the modern theme park. Beginning in the Elizabethan period...
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...industry on the environment or on their wallet. Individuals believe that bottled water is more pure and of a higher quality than that of their conventional tap water. In reality this is false. We as a country are wasting money on bottled water and harming the environment in the process. Without a change of consumption habits our environment will see some dramatic changes. This is an important environmental and economical issue that will effect future generations as well as the current. Brief History Bottled water has become a part of many Americans life. Perrier started this trend with their introduction of bottled water in the early 1980’s. Ever since the early 1990’s when Coke and Pepsi got into the bottle water market because they saw their market share for soda declining Americans have been consuming bottled water at an alarming rate. These companies tried to glamorize their product saying it will make you skinny and healthy and associating it with big name celebrities and athletes. They stated that they were not in competition tap water because they provided a product that was portable, convenient and pure. In 2007 it was an 11.35 billion dollar business. The American people certainly bought into this hype and many people can’t go a day without bottled water in there hands. This can be due to the need for everything to be personalized and handy at all times. Most people will admit this is why they enjoy bottled water. The availability and simplicity of being...
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...in the premises. In order to increase the occupancy rate , there is still some positive external factor to consider of such as : the needs to install the entertainment unit in the rooms, opportunity to construct the landscape to become more attractive, and a options to increasing the room rate. This case study will try to provides an overview to Sweet Dream motel current status in the market, a summary of products, competition and distribution analysis in challenging market opportunities. It will be a brief summary of internal strengths and weaknesses compare to external threats and opportunities for Sweet Dreams motel. 2. Situational Analysis 2.1 Background This case study is driven by a need understanding of how to make a better of improvements for Sweet Dreams motel in Far North Queensland to achieve a higher occupancy rate and stable growth in the future. In addition of how to increase the performance, this study will also look at internal and external factors that shape in SWOT analysis, market objectives, focussed target market and marketing mix. An explanation of current market analysis and overview of competitor and distribution...
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...International Journal of Educational Research and Technology Volume 3 Issue 2 June 2012: 86 - 96 ISSN 0976 - 4089 www.soeagra.com/ijert/ijert.htm © Society of Education, India IJERT Original Article Marriott India: Managing Its Hospitality through Gearing Service Quality Shikha Singh, Dinesh Kumar, Nilosha Sharma Bahadur Shastri Institute of Management, Delhi Nurture Education Solutions Private Limited, MBA College, Gujarat University, Ahmedabad Email: shikhabirsingh@gmail.com , dineshkumar.kumar02@gmail.com, niloshasharma05@gmail.com 3i1,2Lal ABSTRACT The Marriot group of Hotels launched back in 1983 are one of the largest brand and the world’s 12th largest lodging chain.1 The Marriott had around 8,000 hotels worldwide. The company operated and have franchisees under the brand names Marriott, JW Marriott, The Ritz-Carlton, Renaissance, Residence Inn, Courtyard, TownePlace Suites, Fairfield Inn, SpringHill Suites and Bulgari. The Marriott group in India has being focusing on its quality of service delivered and the various other factors like customer satisfaction. The case highlights the journey of Marriott group and the various services provided by Mariott. The case also discusses the various challenges upcoming for Marriott group in India related to customer service and customer satisfaction. Pedagogical Objectives The case study helps to understand and analyse: 1. The dynamics of Indian service Industry/Hospitality Industry 2. Challenges and Opportunities for...
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...Journal of Marketing Studies Vol. 2, No. 2; November 2010 Customer Satisfaction in the Hotel Industry: A Case Study from Sicily Gandolfo Dominici (Corresponding author) Facoltà di Economia, Dip. S.E.A.F., Università di Palermo viale delle Scienze ed.13, 90128, Palermo, Italy E-mail: gandolfodominici@unipa.it Rosa Guzzo Facoltà di Economia, Università di Palermo, Viale delle Scienze ed.13, 90128, Palermo, Italy E-mail: rosyguzzo@hotmail.it Abstract In order to be successful in the market it is not sufficient to attract new customers managers must concentrate on retaining existing customers implementing effective policies of customer satisfaction and loyalty. In hotel industry customer satisfaction is largely hooked upon quality of service. A management approach focused on customer satisfaction can improve customer loyalty, thus increasing the positive image of the touristic destination. Hence, exploring the importance for customers of hotel attributes in hotel selection is indispensable. Research on the topic of guest satisfaction, which translates into the consideration of whether or not customers will return to a hotel or advise it to other tourists, is pivotal to the success of the hospitality business. Neglecting to pay attention to those hotel attributes considered most important by guests, may lead to negative evaluation of the hotel, thus restricting the chance of repeat patronage. We perform a qualitative analysis of a large hotel in Sicily (IT), the Sporting Club Hotel...
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...| Unit 1: Hospitality Environment | Feasibility Study (Mercure Resort Sanur) | Gino Severien (236594) | Joshua Ega Yus Pratama (286486) | Year 2 Module 2PBL Group 1HOSPITALITY OPERATIONS ENVIRONMENT | Assessor: Mark de Jong This is submitted in partial fulfilment of the requirements of the INTERNATIONAL HOTEL MANAGEMENT Academic Year 2013-2014 Declaration Form Hereby we declare that: 1. This work is composed by us. 2. This work has not been used in any way before. 3. The work of which this is a record is done wholly by us. 4. All verbatim extracts have been distinguished by quotation marks and the resources of our information have been specifically acknowledged. Friday, 17 January 2014 _____________________ Gino Severien _____________________ Joshua Ega Yus Pratama Table of Contents Declaration Form ii Executive Summary iv Preface v Introduction vi The Environment 1 Political 1 Economic 1 Social 1 Technological 1 Legal 2 Environmental 2 Competitor Analysis 2 Internal Analysis 4 TOWS 5 Choice 6 Implementation 7 Business Case 8 Scorecard or Dashboard 9 Bibliography 10 Appendices A Appendix 1: Overview of Mercure Resort Sanur’s Competitors A Appendix 2: Daily Revenue Report of Mercure Resort Sanur on 26 November 2013 B Appendix 3: NPV Calculation C Appendix 4: Co-operation Contract D Appendix 5: Assessment Sheet E Executive Summary A report titled Feasibility Study (Mercure...
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...Research Project Applied Business Methods (BAB08-2012) Hotel prices in US destinations and their page ranking on online travel agencies Devin Boyacioglu (358561) Kiki Qian Huang (354902) Renan Lesaffre (355688) Prestige Statistics – ABM Case Report 2013 Table of Contents 1. Introduction ........................................................................................................................................... 3 1.1. 1.2. 1.3. 2. 2.1. 2.2. Causal relationship scheme ........................................................................................................... 4 Quantitative variables ................................................................................................................... 4 Qualitative variables ..................................................................................................................... 5 Dependent/central variable: Price ................................................................................................. 7 Independent variables ................................................................................................................... 7 Univariate analysis ................................................................................................................................ 6 Quantitative variables ........................................................................................................................... 7 Qualitative variables ...........
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...VIETNAM TOURISM MARKETING STRATEGY TO 2020 & ACTION PLAN: 2013-2015 (PROPOSED) Executive Summary Developed by: European Union funded Environmentally & Socially Responsible Tourism (ESRT) Capacity Development Programme Vietnam Tourism Marketing Strategy To 2020 & Action Plan: 2013-2015 (Proposed) Executive Summary Page 1 © 2013 Environmentally and Socially Responsible Tourism Capacity Development Programme This publication has been produced with the assistance of the European Union funded Environmentally and Socially Responsible Tourism Capacity Development Programme (ESRT). The content of this publication is the sole responsibility of the ESRT programme and can in no way be taken to reflect the views of the European Union. The European Union and ESRT do not guarantee the accuracy of the data included in this publication and accept no responsibility for any consequence of their use. By making any designation of our reference to a particular territory or geographic area, or by using the term “country” in this document, ESRT and the EU do not intend to make any judgements as to the legal or other status of any territory or area. ESRT and the EU encourage printing or copying exclusively for personal and non-commercial use with proper acknowledgement of ESRT and the EU. Users are restricted from reselling, redistributing, or creating derivative works for commercial purposes without the express, written consent of ESRT and the EU. Environmentally...
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...(11020541133) Sumit Bhattacharya(11020541130) INTRODUCTION The Gap model provides an integrated framework for managing service quality and customer driven innovation. The hallmark of this model is its anchoring on the customer and integration of the customer throughout all gaps within the model. Every gap and every strategy is used to close the gaps in the model and meet or exceed the customer expectations. SERVAQUAL is the service quality framework. It has 5 dimensions: reliability, responsiveness, assurance, empathy and tangibles. SERVQUAL measures have been applied in and adapted to many industry settings. The 5 gaps are: •Gap 1 is the distance between what customers expect and what managers think they expect - Clearly survey research is a key way to narrow this gap. •Gap 2 is between management perception and the actual specification of the customer experience - Managers need to make sure the organization is defining the level of service they believe is needed. •Gap 3 is from the experience specification to the delivery of the experience - Managers need to audit the customer experience that their organization currently delivers in order to make sure it lives up to the spec. •Gap 4 is the gap between the delivery of the customer experience and what is communicated to customers - All too often organizations exaggerate what will be provided to customers, or discuss the best case rather than the likely case, raising customer expectations and harming customer perceptions...
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