Contemporary Hotel Marketing Samples †MyAssignmenthelp.com

Question: Discuss about the Contemporary Hotel Marketing. Answer: Introduction Tourism industry is considered one of the fastest and largest growing sectors. To accomplish this research on the characteristics, needs and the buying behavior of consumer, Family travelers have been selected from the different categories of travelers (Hoque, 2013). This report deals with the contemporary marketing strategy and helps understand the purpose and understand the consumer needs as well as the factors that are taken into consideration while selecting a hotel. People choose hotels depending on various purpose and factors. This purpose of this research plan is to help in understanding the specific needs and the selection behavior of a specific group of customer who have been selected. This relative research analysis has been done on the hotel industry. Situation analysis of the investigation In order for the hotel and tourism industry to maintain or improve its current status it is dependent on tourists travel decisions which are reflected in their buying behavior as well as their nature and characteristics (Narteh et al., 2013). The destination choice is also one of the influential factors that reflect the buying behavior of the travelers. This report analyzes and explains the characteristics of family travelers. The factors that influence the travel behavior are mostly due to the attribution towards the cultural, travel motivation, financial situations and the experience (Jani Han, 2014). The travel motivation is one of the important and integral part of the travelling behavior that has been widely researched and analyzed. In order to understand the prospects of a hotels business, it is therefore important to understand the significance of the traveler characteristics and the behavior. The traveler behavior is subjected to certain behavior in terms of travelling such as before, during the trip and after travelling. This behavior is direct result of the interaction between the personal and environmental strains on a continuous basis. The usual behavior of the family travelers is subjected to change and influence from people and situations from both the ends. This influence is instrumental in the reaction and the buying pattern of the travelers. The travel behavior is therefore the way in which tourist behaves and direct themselves towards any particular product and their response after the using experience (Li et al., 2013). In order to predict the travel and consumer behavior it is extremely crucial to understand the needs as well as the characteristics of a person and the way of reacting towards any specific situation or product based on the attributions (King, So Grace, 2013). Several researchers have identified the factors that influence the family travelers to to behave in their own respective manner, the situational factors as well as the environmental factors. Motivation of the person with the family is usually approached from the other members of the family who tend to influence the family head to take up the decision of travelling and recreation. Sometimes it is the individual needs of the family head to take up the cause to travel with other members of the family for recreating themselves. Based on the Maslows hierarchy theory of self-actualization and motivation the main driving force of the family travelers are usually from family members or inner situational influence. These travelers usually finds the need to travel with the family in order to escape from the daily chores of the life, from the everyday environmental influence and overload as well as discovery and self evaluation, also strengthening the familial bond between the members (Cherry, 2014). In order to understand the buying behavior of the customers, especially the family travelers a primary research methodology has been conducted. A questionnaire was developed that was analytical and was equally brief and descriptive in nature. The research was divided into two seasons to help in better understanding the nature and the pattern of the traveler behavior (Torres, Fu Lehto, 2014). The first session was conduction in the winters, primarily the weekends and the holidays. Around 150 questionnaires were equally distributed for the data collection out of which around 100 was successfully completed and used for the analysis of the data, which was based on the eagerness and the availability of the tourists. In the second session, the same research was conducted dispersion of the questionnaires through emails and other online portals. Only one questionnaire was distributed to each family. On basis of the samplings and the willingness, the analysis could be done through only 99 functional feedbacks. Therefore, the analysis has been done through 201 questionnaires that include the both primary and secondary data collection statistics. Findings What is you gender? Options No. of Responses Percentage Total Respondents Male 51 51% 100 Female 49 49% 100 Table 1: Employee Gender What is your educational qualification? Options No. of Responses Percentage Total Respondents Matric passed 41 41% 100 Diploma 45 45% 100 Others 14 14% 100 Table 2: Education Qualification of Travelers How often do you travel? Options No. of Responses Percentage Total Respondents 3-5 weekends 40 40% 100 5-6 weekends 44 44% 100 Twice in a month 6 6% 100 Once in a month 10 10% 100 Table 3: Frequency of travelers Based on the descriptive analysis of the data that had been collected by both the primary and the secondary methods indicates the gender percentage of the respondents being equal to around 49% females and around 51% being males. In context of the age distribution the 38% of travelers are aged between somewhat 40 and 50 years and 33% of the travelers being 30-40 years of age. With relevance to the education levels of the travelers a total of 41% are considerably matric passed and 45% of the travelers hold a degree or a diploma. Thus, it can be assumed that most of the travelers seem to be well educated. A total of 69% of the travelers are considerably married with children with 25% of the traveler being married but without children. Around 40% of the travelers usually travel in a frequency of 3-5 weekends annually with 44% of the travelers travel only about 5-6 weekends in a year. As per the records, the length of the stay is indicated by the 6% of the travelers to 6-8 nights where 10 % stay in an average of 10-12 nights. With the data analyzed, the primary factor that influences the travelers is the of recreational activities that can be participated by the travelers and the other family members that would ensure a better understanding and bonding amongst the other family members. The other factors that can be put into consideration are resting and relaxation, just spending some quality time with the family like normal holiday, a good social experience to know and interact with the other people along with family as well as gain knowledge regarding the place (Ali Amin, 2014). Conclusion With the help of this situation analysis report on hotel industry, it can be concluded that most of the travelers are influence to take up the travelling purpose under the motivation force from the situation and the environment. The research conducted on the target audience as selected and based on the data it can be justified that most of the travelers are family persons who wish to spend quality time with the family, as well as recreate themselves which would be in turn influential in strengthening the bond between the family members. References Ali, F., Amin, M. (2014). The influence of physical environment on emotions, customer satisfaction and behavioural intentions in Chinese resort hotel industry.Journal for Global Business Advancement,7(3), 249-266. Cherry, K. (2014). Hierarchy of needs.The Five Levels of Maslow's Hierarchy of Needs. About. com Guide.| Link. Hoque, K. (2013).Human resource management in the hotel industry: Strategy, innovation and performance. Routledge. Jani, D., Han, H. (2014). Personality, satisfaction, image, ambience, and loyalty: Testing their relationships in the hotel industry.International Journal of Hospitality Management,37, 11-20. King, C., So, K. K. F., Grace, D. (2013). The influence of service brand orientation on hotel employees attitude and behaviors in China.International Journal of Hospitality Management,34, 172-180. Li, H., Ye, Q., Law, R. (2013). Determinants of customer satisfaction in the hotel industry: an application of online review analysis.Asia Pacific Journal of Tourism Research,18(7), 784-802. Narteh, B., Agbemabiese, G. C., Kodua, P., Braimah, M. (2013). Relationship marketing and customer loyalty: Evidence from the Ghanaian luxury hotel industry.Journal of Hospitality Marketing Management,22(4), 407-436. Torres, E. N., Fu, X., Lehto, X. (2014). Examining key drivers of customer delight in a hotel experience: A cross-cultural perspective.International Journal of Hospitality Management,36, 255-262.