...Gold Coast is indisputably Australia's most popular holiday destination and offers many different types of beachfront accommodation, award-winning dining, shopping and thrilling attractions. This marketing report aimed to devise a marketing strategy for this location. It began by scanning the macro environment and found that the location is politically stable, although currently the entire world is being severely affected by the economic recession. This has therefore meant that non-essential spending is down, which will have a negative economic impact. Conversely, new technologies such as efficient aircraft are allowing for more visitors to the region. A current concern is that of global warming, being a beach front city, this will affect the climate and cause beach erosion. The Gold Coast and Queensland are famous for the Sun and Surf as well as a very active party and bar scene, and some world famous events. The existing marketing plan has made good use of these factors, although the report has shown that it may be further refined. A brand-new aspect of the Gold Coast promotion has been introduced in the form of a new logo which consists of a rainbow theme. It has been designed to appeal to several markets such as self discoverers, active explorers, and stylish travellers, un-winders, social fun-seekers and connectors which are further outlined in the target market section. In order to promote the destination effectively, this report justifies that the existing types...
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...Let your soul and spirit fly Let your soul and spirit fly PANDA EXPRESS ON THE SILK ROAD PANDA EXPRESS ON THE SILK ROAD TABLE OF CONTENTS Introduction3 - 5 Introduction of China and its features3 - 4 Marketing objectives of campaign : entertainment 4 - 6 Theme design: Avatar Project 6 - 12 French target markets and motivations 5 Reasons and selection of themes 6 Implementations of a virtual animated journey 7 Different steps (media planning)8 Online network and virtual technology support and promotion9 Management of the effects 4 Budget 5 Evaluations of the outcomes 6 * A. Introduction Introduction of China and its features China is situated in eastern Asia on the western shore of the Pacific Ocean. Among the 220,000 kilometers of rivers the Changjiang (Yangtze), Huanghe (Yellow River) and Zhujiang (Pearl River) are the most famous. Yangtze River Basin is the cradle of Chinese civilization, as the many cultural-historical sites along the banks of the Yangtze River attest. China is divided into 35 administration unites, including 23 provinces, five autonomous regions (Inner Mongolia, Ningxia, Guangxi and Tibet), four municipalities directly under the central government (Beijing, Shanghai, Chongqing and Tianjin) and two special administrative regions (Hong Kong and Macau). China has beautiful scenery, with mountains and ranges, highlands, plains, basins, and hills. There are thousands of mountains of various sizes scattered across...
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...the tourism industry, its component parts and especially where you fit in is an important starting point to a successful career in tourism. What Is Tourism? Tourism may be described as the activities of tourists and those who cater for them. It is a highly diversified business with many component parts ranging from airlines to hotels. Tourism is concerned with providing: Travel and transport facilities Accommodation Food and drink Entertainment/recreation Information and assistance Souvenirs Above all, tourism is a hospitality industry providing a service to visitors in a warm and welcoming way. ICHM Page 1 Introduction to Hospitality Industry Who Are Tourists? Tourists are people who for a variety of reasons travel to destinations, where they stay at least one night. Excursionists are also visitors that do not make an over-night stop, such as daytrippers or people on cruises. There are several basic types of tourists: People who travel to another country simply for pleasure/leisure. People who travel to pursue specialist activities, e.g. cultural tourism, visit to People who travel for business purposes. People who attend international conferences and meetings. People who travel to another country to pursue specific courses of study. People who visit their friends and relatives in another...
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...Planning a World Class Hotel Hospitality and Tourism 594 Kimberly Farmer April 19, 2014 Table of Contents Introduction ……………………………………………………………. 3 Development planning …………………………………………………… 5 Environmental impact ……………………………………………………. Sociological and/or cultural impact …………………………………….. Economic feasibility and economic impact on the area ………………….. Markets, demand, marketability, and marketing …………………………… Management and maintenance ………………………………………………. Financial planning ……………………………………………………………… Landscape architecture and structural architecture ………………………… Interior design and decoration ………………………………………………….. Conclusion ……………………………………………………………………….. References ………………………………………………………………………… Introduction When I am on vacation, I love to visit places that are all inclusive. I want to be able to stay on the resort, have many different dining options to choose from. I want my hotel room to be comfortable, chic, and up to date with current trends. Also, while on vacation, I would like to be in a resort that has many different activities such as, spa, pools with activities, water sports such as snorkeling or parasailing, beach cabanas and much more. The hotel/restaurant that I would like to create a business plan would be one that is a mid-size all inclusive resort style property with catering capabilities that focused mainly on the wedding business. The name of my hotel/resort will be Shelbyville. The hotel will be mid-size with up...
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...Module title: Service Marketing The Accra Beach Hotel The Accra Beach Hotel is situated on the Caribbean Island of Barbados which is a popular holiday destination. The country’s main economic drivers are tourism, offshore banking and financial services sector that explain visitors’ profile. In 2010 Barbados received 532,180 tourists among those UK, USA and Canada were the main one 181,054, 134,969 and 72,345 respectively. (Appendix 1) Since Barbados in the past was a British colony, UK tourists provide about one-third of all overnight visitors to the island. In addition, interest in cricket is one of the historical echoes of Barbados. There are two major factors that affect demand in the hotel industry. First factor is economic. Smooth running of any business depends not only on the economic stability of the country but on worldwide economic health in a whole, in particular those countries, like Barbados, where hospitality is one of the major industries. Hospitality industry is highly sensitive to economic market conditions. When economy is down, it impedes instantly business activity that as a result diminish business travels and tourism activity. During economic instability people tend to spare more and avoid unnecessary expenses like for instance leisure or holiday trips. As Barbados is a reputable vacation destination and the business-oriented country because of its offshore regime, economic cycle is one of the major factors for the Accra Beach Hotel those revenues...
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...TROY UNIVERSITY INTERNSHIP PROGRAM TERM PAPER Submit day: June 1st ,2012 INTRODUCE ABOUT THE TOUSIST IN VIETNAM Vietnam has enough elements to develop tourism into a spearhead economic sector. With tourism potential and rich diversity, this country is a popular destination in the world. In 2008, Vietnam welcomed 4.218 million international passengers; this figure in 2009 was 3.8 million, down 11% over the previous year. Vietnam National Administration of Tourism predicts the number of international visitors to Vietnam in 2010 was 4.5 to 4.6 million; the number of domestic tourists was 28 million in 2010, up 12% to 2009. Revenue from tourism in 2009 reached Vietnam from 68,000 to 70,000 billion. According to the Vietnam National Administration of Tourism, 2015 Vietnam's tourism sector will attract 7-8 million international passengers, 32-35 million domestic tourists; the corresponding figure in 2020 was 11-12 million international 45-48 million domestic tourists. Revenue from tourism will reach 18-19 billion USD in 2020. However, Vietnam's tourism industry for many years, are also alarmed about the victims' tight guillotine, "bullying travelers, weak infrastructure and poor service quality, create a bad impression to tourists. Tourism potential of Vietnam: Monuments: As of May 8/2010, Vietnam has more than 40,000 relics, including places of over 3,000 monuments are ranked national monuments and ruins are over 5000 provincial rankings. and the number density most monuments...
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...From a marketing standpoint, the purchase of the mentioned hotel chain in Italy would do nothing but expand our hotel brand. Italy would be where we break into the European market, hopefully to continue to expand globally in the future. Thousands of U.S. tourists visit Italy every year. Seeing our hotel name as a local hotel option would give U.S. tourists a sense of familiarity in a foreign location. They know what to expect from our brand and that’s what they should receive in every one of our hotel locations. We have built the reputation we have because of the quality of our hotels and the service our guests receive. They’ve come to expect this! European customers may not be familiar with our hotel brand. We need to work to build the same reputation in Europe that they have built within the U.S. Because we are a U.S. based hotel brand looking to break into the European market, we should work with local PR and Marketing professionals since they know the area and people better than we do. These individuals can help spread the word of our hotel brand coming to Italy and raise interest in the brand. We should work on building good relationships with local journalists, and newspaper/magazine editors; this could benefit us in getting our hotel featured in their publications, which would be seen by thousands of potential customers all over Europe. When opening the new Italy hotels, we could host grand opening events to attract the local community to view our hotels. This could...
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...Market Research Hotel and Leisure Hotel room inventories in metro manila continue to increase annually with last year posting over 800 new units delivered. These hotels include acacia grove hotel (262 rooms) in alabang, f1 city center (240) in bonifacio global city and the recently completed remington hotel (300 units) in new port city. As of 2h 2011, overall hotel occupancy was at 65% while room rates for both five-star and four-star remain generally stable at us$255 to us$260 per night. Expectation on occupancy is to exceed 65% at the end of this year considering the increase in visitor arrivals particularly towards the holiday season Supply Investors are kept positive in their outlook on the hotel and leisure industry as key market scenarios had a favourable impact on the tourism sector last year. This includes the rise in business and leisure travel which was driven by competitive travel packages, discounted rates of different airlines and agencies, and heightened local tourism campaigns, over a backdrop of a generally stable economy. The latest government data shows that in the first eleven months of 2011, international arrivals reached 3,522,887 or a 12.6% increase over the same period a year ago, even topping the total arrivals of 3,520,471 recorded in the full year of 2010. Similarly, air passengers continued to increase by 14.1% to 14.03 million from January to September...
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...beaches and soaking up the sun but that is just a small part of what this region has to offer. With a thriving tourism industry more people are experiencing the gems of the Caribbean and to keep that alive, efficient and effective business management within the hospitality industry have helped to make tourism one of the largest revenue generating sectors in the Caribbean. Tourism is the business or industry of providing information, accommodation, transportation and other services to tourists. The Caribbean is a multicultural area of the globe of more than seven thousand islands, set in the pristine waters of the Caribbean sea with a backdrop of lush green vegetation and breathtaking sunsets, making it the world’s biggest cruise ship destination (Mather). Businesses within the industry along with the government have an obligation to put forth the best tourist package that not only invites tourists but also seals their ultimate return to the Caribbean. The way to do so is by the efficient and effective management of those businesses comprising of warm hospitality and service of the best quality to leave a wonderful lasting impression upon the visitor. There are many different businesses within the tourism industry such as hotels, guesthouses, tour guide operations, restaurants and bars, souvenir stores and much more. Hotels are the biggest businesses within the tourism industry, as this is one of the most important aspects of a visitor’s trip and they spend a lot of money to...
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...TITLE: Villa Pena Resort Reservation System Introduction: “Due to the enormous increase in tourism worldwide during the last decades of the 20th century, standards, especially those of smaller establishments, have improved considerably. For the sake of greater comparability, systems have been introduced.” Technology in the form of computers, communication devices and laborsaving mechanical equipment has had and will have a major effect on the way in which hotels are managed and operated. The speed with information is accumulated, stored, manipulated and transferred is such that today most travelers expect that the hotel rooms they rent will allow them to be as productive as they are in the office or at home. Moreover, the legal and regulatory environment are increasingly important to all business managers , and hotel operators no exception. The management task for a hotel consists of a number of processes like room reservation, room services , front desk , lodging, transport, food and beverages , security , staff management etc. these processes involve a lot of information which is created and shared between them and it is only imperative that there should exist a centralized information management system to effectively facilitate this information sharing for the smooth functioning of the hotel business. This system will indeed help the hotel management and the esteemed staff members to manage and steer the hotel’s functionality and transactions...
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...The case revolves around the Regal Carnation Hotel, located in Guam. Partly narrated by Steve McKenzie, he described his experience with the Regal Carnation Hotel. In his description of the situation, the “me too” approach to hotel management led to poor service, false representation, and a pricing plan that does not match the value of the hotel. The hotel industry in Guam has important statistical information that will lead to an effective analysis. Over a period of years, Guam has experienced a boost to its tourism industry. The year 1967 was the beginning of that upward trend. that includes support from the United States. However, the decline of the Japanese economy in the 1900’s and onward severely damaged the economy of Guam. How many of us can attest to looking up a product or service online, seeing its respective pictures, only to find out that the actual product is dissimilar to the original picture? The excess room inventory in the hotel industry paired with the decline in the general tourism of Guam could only lead to failure. In other words, supply greatly outnumbered demand. Additionally, applying a “Me-too” approach to hotel operations in such conditions can have limited success. Research has shown that piggy backing on others in the industry can often lead to failure, because companies employing this tactic rarely see the need to differentiate with a product or service. It can be assumed that a “me too” company’s sole intention is to capitalize on the success of...
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...Decisions in Paradise – Part 3 Student’s Name MGT350/Critical Thinking: Strategies in Decision Making Date Instructor Choice Hotels is a highly reputable, well established and prosperous luxury hotel chain located in the United States. The owner of the hotel chain has an interest in establishing a presence on the South Pacific tropical island of Kava. A few months ago, Nik was hired by Choice Hotels. His very first assignment was to fly to the tropical island of Kava and meet with Alex, the Director of Strategic Planning for Choice Hotels, to strategize and form a decision as to whether or not the idea to construct hotels on the island is a wise one for the hotel chain. A Cost-Benefit Analysis (CBA) and a Financial Justification were developed to determine if the potential negatives of building on the island outweighed the positives. The costs involved with building and furnishing the hotel, employee salaries, property insurance and the routine costs involved with maintaining the property were analyzed against the potential advantages. The owner of Choice Motels’ desire to make life better for the people of Kava by doing something to help revive the island’s economy was one of the most important factors in the deciding to build on the island. Building on Kava would provide Kava residents with job opportunities during the construction phase and then even more job opportunities once the hotel was open for business. Once tourists start returning to the island, there...
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...with a similar organization such as a successful hotel chain, the merger could increase the company's growth and market power. A merger with another hotel chain could also give Baderman Island a stronger position in the hotel industry because it would have access to a larger clientele. A broader clientele would increase the company’s strength and growth. Such merger would also give the company a competitive advantage because it would increase market share. As a result, the company should increase sales, revenue, and efficiency. However, a merger would also have some disadvantages, which could present weaknesses. Baderman Island could lose its identity by merging with another hotel chain Baderman prides itself for providing a unique destination offering privacy and a pristine land. With the merger, the company could lose it focus and purpose, which is to offer a unique vacation. Becoming more popular could affect Baderman Island’s uniqueness. Baderman Island will need to measure the negatives and the positives. A merger could offer numerous opportunities. For example, the company plans to expand and develop the island, which will require great financial resources that Baderman Island Resort could acquire through a merger. A merger will increase the company’s financial liquidity, which will help to allocate more internal funds to the development projects. This presents a great advantage because the company may not need to borrow money from outside sources. This means that...
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...in the industry increased and many established brands e.g. hotel sector, started to enter the market. Facing these changes and the customers’ demands for more exotic destinations abroad, resulted in the need to expand internationally. The case reflects the company’s recent development and discusses several options and strategic alternatives. This paper will analyze Exclusive Resorts situation in terms of industry, environment, and as well as internal factors. We will present a number of possible strategic alternatives with its advantages and disadvantages. Finally we will conclude the analysis with our recommendations. II. INDUSTRY AND ENVIRONMENT ANALYSIS Over the last few decades the luxury vacation industry has been characterized by the increased demand for the perfect vacation and increases in income in top percentages of the American population. Around the time of the early 2000's only 3 to 5 million Americans could afford the type of membership fee required to join a business similar to Exclusive resorts. The residence club industry is high fragmented and made up of timeshares, private resident clubs, whole ownership second homes, luxury villa rental, branded private residence clubs and destination clubs. The only one of the above mentioned that competes directly with Exclusive Resorts are destination clubs. Exclusive Resorts follows a differentiation strategy distinguishing themselves from the others by product offerings, market presence and growth strategies. ...
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...The effective use of the Internet The final chapter in this study presents a brief summary of the study, together with the conclusions drawn from the study findings. A sample was selected of 30 small hotels located in Paris that were actively operating Web sites at the time of the conduct of this study. The small hotels located in Paris that were included in the sample were as follows: The hotel Web sites were rated on 10 factors. The factors were as follows: Links to All Hotel-Related Information Links to Other Sites [Services; Destinations] Each of the factors was rated on a five-point scale, in which "5" was the highest rating. Ratings on the 10 factors were aggregated and divided by 10 to produce mean ratings for each hotel. Data were collected for each hotel that reflected estimates of the proportion of total bookings that were obtained through the hotel Web site. The booking proportions were expressed as percents. The mean ratings were compared with the booking proportions through the application of correlation analysis. The purpose of the correlation analysis was to measure the strength of the relationship between Web site ratings and Web site effectiveness. The Hospitality Industry and Tourism The hospitality industry is one of the largest industries in both global and national contexts. As an industry, however, the hospitality industry tends to suffer from an identity problem. Many people cannot accurately define the industry. Most people...
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