Dissertations / Theses: 'Marketing of a family hotel'

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Danišová, Magda. "Marketing rodinného penzionu ve Vysokých Tatrách." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-9163.

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Master's thesis "Marketing of a family hotel in the High Tatras" is a marketing concept for a family hotel introducing all aspects of marketing that we should take into consideration both before and during its operation.

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Vaňková, Lucie. "Marketing služeb lázeňského zařízení." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-15426.

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My thesis are focused on importace of marketing application through marketing analysis of the spa hotel that is occured in dynamical competitive environment. In the first chapter of my thesis are represented theoretical marketing ressources in a field of health services that leads to beneficial market position of enterpreneur entity. In the next chapter, marketing mix analysis, micro and local analysis and following evaluation of enterpreneurs competition situation are accomplished. This chapter comes out of internal resources of spa hotel afforded from marketing departement representative. The final chapter includes analysis evaluation towards to theoretical marketing knowledge.

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Pontarelli, Francesco, and Alarcón María Fernanda Ramos. "Hotel Eco-Friendly." Tesis, Universidad de Chile, 2016. http://repositorio.uchile.cl/handle/2250/144285.

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TESIS PARA OPTAR AL GRADO DE MAGÍSTER EN MARKETING
Francesco Pontarelli [Parte I], María Fernanda Ramos Alarcón [Parte II]
El plan de marketing descrito a continuación busca la implementación de un hotel de características ecológicas en la zona central de Chile, la que según datos de Sernatur es la que recibe anualmente la mayor cantidad de turistas tanto nacionales como extranjeros, para definir el concepto bajo el cual se implementará el hotel, se ha tomado como referencia el concepto de Eco-Friendly al cual los autores han llegado a definir a través de la exploración de fuentes nacionales como también a nivel internacional. La estrategia a implementar se basará en en los ejes estratégicos logrados a partir de un análisis situacional que dio como resultado tres posibles opciones de desarrollo como lo so 1.- Aprovechar la búsqueda de viajes cortos de naturaleza a partir de una oferta basada en nuestra capacidad de inversión, y flexibilidad para dar ofertas concretas a partir de nuestro conocimiento de las necesidades de los clientes. 2.- Hacer frente a la desaceleración económica de los países latinoamericanos a partir de una oferta nueva, que se adecue a la necesidades especificas de los clientes generando propuestas flexibles y de colaboración con otros oferentes. 3.- Aprovechar el reconocimiento de Chile como destino de turismo de naturaleza y el apoyo de planes de gobierno a esta industria con una oferta novedosa basada en el conocimiento de los clientes. A partir de los ejes estratégicos, el plan de marketing buscará cumplir con los siguientes objetivos: 1. Conseguir a partir de nuestra propuesta como hotel sustentable ser reconocidos ante los consumidores pro ecológicos, como el mejor hotel ecológico en la zona de Casablanca, en un plazo de dos años. 2. Mejorar la competitividad del sector con trabajadores altamente capacitados, que entreguen valor en su desempeño, y contribuir al cierre de las brechas entre las competencias que tengan los profesionales del sector y los requerimientos de la industria. La consecución de los objetivos de marketing se plasman en la propuesta de valor definida como "Un hotel a menos de una hora de la capital de Chile, el que permitirá a sus huéspedes a partir de sus emplazamiento, mobiliario y actividades de naturaleza una experiencia ecológica y sensación de desconexión, relajo y disfrute.” En el plan de marketing se podrá observar en detalle el desarrollo de las siete variables del marketing de servicios, lo que concluye con un detalle del planes de implementaciones que permitan así el completo cumplimiento de los objetivos al final del segundo año de implementado el hotel.

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Boonchoo, Pattana. "Entrepreneurial marketing : evidence from the Thai hotel industry." Thesis, University of Reading, 2011. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.553058.

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The present thesis seeks to contribute to a relatively new area of research examining the interface between entrepreneurship and marketing, which is commonly referred to as entrepreneurial marketing (EM). The main aims of the study are twofold: (1) to explore and integrate the key dimensions of EM found in major EM literature in order to develop a new conceptual framework based on a resource-based view and the contingency theory in explaining the EM characteristics and behaviour of Thai hotels, and (2) to provide empirical evidence substantiating the interrelationships between the key dimensions of EM using exploratory and explanatory studies. To achieve these objectives, four major quantitative and qualitative studies were conducted, all of which complemented one another and contributed to the overall understanding of the proposed EM model. Through the use of cluster and regression analyses, the first two studies sought to explore the possible clusters of Thai hotels, based on key EM variables, and to test the interrelationships between the major variables governing cluster formations and selected EM variables. The third study explained and assessed the causal relationships and overall fit of the main EM model through structural equation modelling analysis. The last study was a qualitative study that sought to extend the explanations of marketing variables included in the model. It particularly aimed to explain the factors affecting managers' decisions to make changes to their marketing strategies, as well as the processes through which they make these changes. The data for the quantitative analyses were obtained through a mailed survey, with the final sample comprising 369 hotels across Thailand. Qualitative data were collected through semi- structured interviews with 40 hotel managers in five regions of the country. The overall findings supported the major claim of this thesis that organisations that are more entrepreneurially market- oriented tend to achieve better levels of organisational performance.

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Ondrášek, Pavel. "Návrh marketingové strategie pro vybraný hotel." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2019. http://www.nusl.cz/ntk/nusl-403839.

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Diplomová práce je rozdělena do třech části. První část se zaobírá teoretickými východisky vztahujícími se k marketingu a marketingové strategii. Poznatky z teoretických východisek jsou pak aplikovány k analýze současného stavu a prostředí hotelu. Na základě výsledků jednotlivých analýz je pak navrhnuta samotná marketingová strategie.

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Chapman, Alexis. "The co-creation of a luxury hotel brand online : The case of an international hotel brand." Thesis, Université Côte d'Azur (ComUE), 2017. http://www.theses.fr/2017AZUR0014/document.

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Le processus de co-création de valeur est un sujet déjà bien étudié dans la littérature marketing. Pour autant, la co-création de valeur dans un contexte digital, reste un domaine peu abordé si l’on prend en compte le nombre des recherches empiriques sur ce sujet. La recherche menée par l’entreprise Forrester par exemple montre une corrélation entre l’expérience des clients et les gains de revenus liés à leur fidélisation, que cette dernière soit mesurée par des achats répétés, un taux de changement de marque moins élevé, ou une augmentation des recommandations par bouche-à-oreille. Cette étude a également révélé, sur l’ensemble des industries analysées, un revenu supplémentaire potentiel de deux milliards de dollars pour les compagnies aériennes et de un milliard pour le secteur de l’hôtellerie. Le but de cette étude est d’explorer le double aspect de co-création marketing et de mesure de la valeur client entre l’entreprise et ses clients, dans le cadre du marketing digital. Des études précédentes sur les communautés en ligne ont principalement abordé la création de valeur du point de vue du client (Cova, Pace, 2006; Cova et al., 2011; Pongsakornrungsilp, Schroeder, 2011) en positionnant celui-ci comme le principal acteur de la création de la valeur (Grönroos, 2008; Vargo, Lusch, 2004; Vargo, Lusch, 2008)
This thesis presents and analyses the findings that showcase value co-creation within an online community of a luxury hotel business: the Fairmont Resorts Hotels and International. The FRHI group consists of the Fairmont Hotels & Resorts, Swiss Hotel, and Raffles Hotels & Resorts, but the focus for this case is specifically the online community of the Fairmont Hotel & Resorts brand website. In July 2016, FRHI was acquired by AccorHotels Group. Fairmont Hotels & Resorts, the Canadian based hotel group manages over 74 hotel properties in 21 countries worldwide. The aim of this study is to analyse the value dimensions between the company and its customers from a digital marketing perspective. Previous studies relating to value co-creation in digital communities have for the most part focused on the consumer perspective in the creation of that value (Cova and Pace, 2006; Cova et al. 2011; Grönroos, 2008; Vargo & Lusch, 2004, 2008; Pongsakornrungsilp and Schroeder, 2011). This thesis adopts a holistic approach through a qualitative multi-method case study, and reveals significant insights into the relationship between brand communities and company strategies. With the proliferation of social media platforms and consumers dedicating ever-increasing time to online activities this research area is becoming increasingly important to companies and their marketing executives (Wang et al. 2016)

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Barata, Inês Bento Loureiro. "Plano de marketing - Hotel Palácio Estoril Golf & SPA." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/10666.

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Mestrado em Marketing
Este projeto tem como principal objetivo o desenvolvimento de um Plano de Marketing, para o Hotel Estoril Palácio Golf & Spa, visando uma reformulação e inovação do produto oferecido e estratégias já utilizadas, podendo-se destacar como as duas problemáticas principais da atualidade a dificuldade em acompanhar os preços médios estabelecidos e existência de falhas ao nível da comunicação interna. A metodologia utilizada denomina-se como Action Research, pretendendo-se a elaboração de um trabalho de pesquisa referente aos fatores com ligação direta ao negócio que caracteriza este estabelecimento, bem como uma recolha de dados primários e secundários. De modo a obter a perceção dos clientes, foi aplicado um inquérito baseado no modelo SERVQUAL, adaptado à Indústria do Turismo e Hotelaria, de Salazar, Costa e Rita (2010). Foram, também, desenvolvidas entrevistas semi-estruturadas, de carácter informal, a alguns funcionários do hotel. Neste seguimento, foi possível identificar os principais pontos fortes e fracos desta empresa, bem como as áreas com maior necessidade de incidência. Um target elitista e uma aposta nos mercados emergentes estão subjacentes às ações de marketing-mix a desenvolver. A criação de novas ofertas traduz-se em packages com ligeiros aumentos no preço dos quartos, aliados à inclusão de serviços inovadores. A nível da comunicação interna salienta-se a implementação de práticas motivacionais e recreativas, assim como a criação de uma plataforma de intranet. Assim, o Plano de Marketing desenvolvido apresenta diversas ações e estratégias, que focam o contínuo crescimento e reforço da imagem de marca deste hotel, bem como uma melhoria dos resultados alcançados.
This project has as main objective to develop a marketing plan, directed to the Hotel Palácio Estoril Golf & Spa, seeking a reformulation and innovation of the offered product and strategies presently used, once the two main problems stand out are the difficulty in following the average prices established and shortcomings in the Internal Communication. Action research was the methodology used, which aims to prepare a research work related to factors with direct connection to the business that characterizes this establishment, as well as the collection of primary and secondary data. In order to obtain the perception of the clients, a survey based on the SERVQUAL model adapted to the Tourism and Hospitality Industry from Salazar, Costa and Rita (2010), was applied. Furthermore, semi-structured interviews were developed and conducted, with an informal character, to selected hotel staff. This way, it was possible to identify the main strengths and weaknesses of this company as well as the areas with greatest need of focus. An elitist target and a focus in emerging markets underlie the marketing-mix tactics to implement. The creation of new offers translates into "packages" with slight increases in room rates, combined with the inclusion of innovative services. Regarding the reformulation of the internal communication, the implementation of motivational and recreational practices and the creation of an intranet platform are highlighted. Thus, the marketing plan presents actions and strategies that focus on continued growth and strengthening of the brand image of this hotel as well as improvement of achieved results.

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Summa, Tosporn. "Assessing the hotel requirements of professional sports teams for the hotel industry." Thesis, Virginia Tech, 1994. http://hdl.handle.net/10919/41944.

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Pienaar, J. A. "Effective international expansion strategies for hotel companies." Thesis, Nelson Mandela Metropolitan University, 2009. http://hdl.handle.net/10948/1156.

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This study investigated the expansion strategies of hotel companies that want to expand away from their local market. Due to the growing importance of services in economic development, there is an impressive body of knowledge on the process of internationalisation and service industries. Due to the major changes impacting upon the industry due to the effects of technology and globalisation, it would be useful to establish the important key factors and processes involved during internationalisation. Expanding cross border for a hotel group signifies a number of challenges that must be focused on at the same time. Markets need to be identified, political stability needs to be scanned and cultural differences must be taken into consideration. Logistics and supply chain have to be developed together with operational issues from financial reporting, marketing and human resources. Organisational structures must be adapted to take into account the new levels of responsibility. An in-depth review of the literature regarding internationalisation was conducted, which evidenced that the most useful model for answering the questions was the eclectic paradigm as developed by John Dunning (1993). The paradigm has been used in many manufacturing and service sector studies, including that of the hotel sector (Contractor and Kundu, 1994). A questionnaire was compiled and interviews were set up with the directors and executives tasked with the respective companies’ expansion programmes. Due mainly to the effects of new technology and globalisation on the hotel industry, there have been many changes in the last decade, including increasing consolidation and concentration and an increasing importance upon branding and financial performance. It was apparent from the research that the time taken to internationalise by hotel chains has reduced significantly in the last decade, especially if one looks at the performance of hotel companies such as Accor Hotels. iii Only two of the three companies studied in this treatise had undertaken expansion into Africa with the third company ready for entering soon. Nonequity involvement in general was the most favoured form of involvement with majority of their expansions based on management contracts, joint partnership or franchises. The role of the functional departments, the importance of a global outlook and the necessary structural changes during international expansion was also explored. In order to answer the various research propositions that are posed, the researcher chose to base this research on a phenomenological approach through case study analysis.

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Vachková, Rita. "Online marketing v hotelnictví." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-191697.

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This thesis is focused on online marketing and its application and use in hotel industry. The aim is to familiarise the reader with this issue and in the context of this objective create a study with a comprehensive view on online marketing in hotel industry, that is further complemented by the own research. In the context of primary research was determined the sub-objective - to analyse the situation of online marketing on the market of hotels in Prague, especially in terms of their internet presentation and advertising in search engines. The thesis is divided into three parts. First is a theoretical definition of online marketing, which is followed by secondary research concerning the usage of internet in the Czech Republic, then there is a mapping of the current situation in hotel industry, where is again used secondary research. The thesis concludes with primary research focused on the online marketing of hotels in Prague. Whole thesis is carried out in cooperation with the company Blueberry.cz Apps, s.r.o.

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Zábrž, Jan. "Marketingová strategie pro hotel Panská lícha." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224391.

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The aim of this master’s thesis is the suggestion of marketingstrategy for Hotel Panská lícha. The theoretical part contains an explanation of basic concepts of marketingstrategy. The practical part is concerned with analysisof the current situation of the company whichservesas a basisfor suggestingmarketing strategies. The result is a summary of measures and proposals, includingtheir benefitsfor the company.

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Ferreira, Ana Jorge Amaro. "Apple design hotel: proposta e desenvolvimento de plano de marketing." Master's thesis, Universidade de Aveiro, 2013. http://hdl.handle.net/10773/12794.

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Mestrado em Gestão e Planeamento em Turismo
Este relatório propõe-se a traçar um plano de marketing para a criação de um hotel rural, na vila de Armamar. Um conceito que pretende combinar inovação com a ruralidade, agregando as tradições da região. Assim, este relatório tem o propósito de ser um documento de apoio ao lançamento desta nova unidade, delineando diretrizes a seguir e as estratégias que devem ser utilizadas para alcançar o sucesso.
This paper proposes to outline a marketing plan for the creation of a rural hotel in the village of Armamar. This is a hotel that aims to combine innovation with rurality, the traditions of the region. Thus, this report comes as a document to support the launch of this new unit, guidelines outlining the way forward and the strategies that should be used to achieve success.

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Preechanont, Piyanuch. "Relationship marketing with customers in the hotel industry in Thailand." Thesis, Nottingham Trent University, 2009. http://irep.ntu.ac.uk/id/eprint/87/.

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This thesis explores the scope, nature and form of relationship marketing in the hotel industry in Thailand. For the last twenty years, relationship marketing has attracted enormous interest from both academic researchers and business practitioners. However, the majority of research conducted in this area has been conducted in Western business environments (Palmer 2000). Theoretically, the aim of relationship marketing is to establish long-term relationships with customers and is subject to cultural specificities. While relationship marketing research may achieve encouraging results in Western business environments, its wider effectiveness in the context of Eastern culture remains unverified. This study thus aims to produce insightful results by carrying out relationship marketing research in Eastern business environments and within a specific cultural context - that of Thailand. This thesis investigates the influence of national culture on the development of relationship marketing and finds that specific aspects of Thai culture have a significant influence on the success of relationship marketing in the Thai hotel industry. In the context of Thai culture, 'relationship marketing' is interpreted as a long-term commitment to customers and all hotel business stakeholders, and it possesses certain cultural implications which differ substantially from Western business concepts. The findings from the research conducted in this study are based on the data collected from interviews which examined the individual attitudes, beliefs, behaviours and preferences of 41 respondents. Quantitative surveys were also conducted and targeted a larger group of 369 travellers from eighteen hotels in Bangkok. An extensive analysis of the data enabled the researcher to formulate a relationship marketing model for the Thai hotel industry in order to conceptualise customer-hotel relationships. The model combines relationship marketing theories with business practice in the hotel industry in Thailand. It contributes to the existing body of tourism and marketing literature by introducing nine relationship marketing elements: Thai personality, quality of service, personal attention, customer recognition, product improvement, creativity, trust and commitment, friendship, and social networks. These nine elements are considered to play a significant role in customer-hotel relationships and relationship marketing strategies, particularly in the maintenance of customer loyalty and the development of long-term relationships.

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Gajdoš, Martin. "Using online technology for hotel presentation." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-17367.

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The thesis is devoted to describing the current on-line marketing opportunities and their application for the newly emerging hotel. The goal was to describe current technologies and suggest how to use them in hotels Moods.

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Catita, Bruno Miguel Z. "Contributos para o desenvolvimento de um plano de marketing para o lançamento de um Hotel de Charme no Palácio do Vidigal." Master's thesis, Universidade de Évora, 2015. http://hdl.handle.net/10174/16412.

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Este trabalho de projeto tem como objetivo a elaboração de uma proposta de plano de marketing para o lançamento de um Hotel de Charme no Palácio do Vidigal. Tem como objetivos específicos a realização de uma análise diagnóstico da situação, a definição de objetivos, o estabelecimento de opções estratégicas e a definição do plano operacional para este empreendimento. Em termos metodológicos este trabalho baseou-se unicamente em dados secundários. Realizou-se uma revisão da literatura sobre plano de marketing e marketing turístico. Recolheram-se também dados para caracterizar a envolvente, o setor do turismo, o mercado, a Fundação Casa de Bragança e a propriedade em si. Analisaram-se vários modelos de plano de marketing propostos por alguns dos principais autores que se debruçam sobre esta temática, tendo-se optado por adaptar os modelos de Kotler & Armstrong (2008) e de Wood (2007) para que respondessem às necessidades deste projeto. Este trabalho propõe a transformação, conservação e aproveitamento do Palácio do Vidigal da Fundação Casa de Bragança, numa unidade de hoteleira de luxo, geradora de fundos para a fundação e para a região em que se insere. Considera-se que foram atingidos os objetivos propostos no inicio deste trabalho de projeto, tendo-se desenvolvido uma estratégia para o lançamento deste edifício histórico como hotel de charme; ABSTRACT: “Contributions for the development of a marketing plan for the launch a charme hotel in the Palace of Vidigal” This project work aims to draw up a proposal for a marketing plan for the launch of a boutique hotel in the Vidigal Palace. Its specific objectives are to conduct a diagnostic analysis of the situation, setting goals, establishing strategic options and the operational plan definition for this project. In terms of methodology this work was based solely on secondary data. We conducted a literature review of marketing and tourism marketing plan. Data also were collected to characterize the environment, the tourism industry, the market, the House of Bragança Foundation and the property itself. Various marketing plan templates offered by some of the authors who have addressed this issue were analyzed, and it was decided by adapting the models of Kotler & Armstrong (2008) and Wood (2007) to respond to the needs of this project. This paper proposes the transformation, conservation and use of Vidigal Palace of the House of Braganza Foundation into a luxury hotel unit, generating funds for the foundation and for the region in which it operates. It is considered that the objectives proposed at the beginning of this project work were achieved, and a strategy for the launch of this historic building as boutique hotel have been developed.

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Wan, Soi Kok. "Employees' behavior in an organization : (hotel grandeur)." Thesis, University of Macau, 1997. http://umaclib3.umac.mo/record=b1636789.

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Jachninová, Kateřina. "Marketing hotelu Mövenpick." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-1435.

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Práce se zabývá využitím marketingu v hotelovém provozu. Charakterizuje marketing služeb, marketing cestovního ruchu a pohostinství. Práce se zaměřuje na aplikaci marketingové strategie hotelu v praxi, analýzu vnitřního a vnějšího prostředí hotelu, na zjištění silných a slabých stránek, příležitostí a hrozeb. Náplní práce je také analýza spokojenosti zaměstnanců a hostů hotelu Mövenpick.

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Amez, Noriega Jorge Enrique, Segura Julio Andrés Cortez, and Huaringa Hans Celso Pacheco. "Plan de marketing para el relanzamiento del hotel Sol de Luna en Lunahuana." Master's thesis, Universidad del Pacífico, 2019. http://hdl.handle.net/11354/2280.

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El presente plan de marketing evalúa el relanzamiento del hotel Sol de Luna, ubicado en la localidad de Lunahuaná, en Cañete, con un nuevo concepto enfocado en atender las necesidades de los turistas del segmento conformado por familias. La ventaja principal de este plan es que contará con infraestructura y una amplia gama de servicios pensados en brindar descanso, diversión y seguridad, tanto a padres como a niños. Del análisis del entorno, se aprecia la enorme relevancia que está cobrando el aspecto digital en los hábitos de compra de los turistas y en los canales de venta. La tendencia del sector hotelero es la de enfocarse en nichos específicos del mercado y se identifica con el segmento de familias, como el principal dentro de los turistas nacionales. La investigación de mercado identificó que las familias que visitan Lunahuaná buscan una mayor oferta de actividades, especialmente para los niños. Por otro lado, la encuesta realizada a ese segmento identificó que el 87% estaría dispuesto a visitar el nuevo hotel y el 24% estaría de acuerdo con pagar un precio 33% por encima del actual. El nuevo concepto de hotel familiar contempla la remodelación de espacios actuales y la construcción de instalaciones en los más de 12 mil m2 con los que cuenta el hotel, que tiene casi un 40% de terreno libre. Se incluye la remodelación de las 36 habitaciones familiares, piscina y el restaurante, además de la construcción de una zona de entretenimiento familiar y un miniclub, diseñado para niños menores de 5 años.

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Quintas, Nuno Miguel Alves. "Proposta de plano de comunicação: Curia Palace Hotel Spa & Golf." Master's thesis, Universidade de Aveiro, 2015. http://hdl.handle.net/10773/16023.

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Mestrado em Marketing
O presente projeto propõe-se a contribuir para a melhoria da comunicação do Curia Palace Hotel Spa & Golf de forma, a que este recupere o brilho de outros tempos. O livro inicia-se com uma apresentação do turismo mundial e em Portugal (com todas as suas características e tendências), assim como a hotelaria e o marketing a ela associado. Segue-se toda a informação da unidade hoteleira em questão e o perfil dos seus clientes (considerando os dados recolhidos através de inquéritos), e a proposta de um plano de comunicação usando como base o perfil previamente estabelecido.
This project proposes to contribute to enhance Curia Palace Hotel Spa & Golf communication, in order for it to recover its older days glow. The book starts with a presentation about the tourism in the world and on Portugal (with all their characteristics and tendencies), as well as hospitality and the marketing associated with it. Following is all the information about the hotel unit and its client profile (considering all the collected data from questionnaires), and the proposal of a communication plan using as base the previous established client profile.

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Suvagondha, Apiwat, and Pattamaporn Soparat. "Creating marketing strategies for wedding business unit of Amari Atrium Hotel." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-818.

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Abstract

Date: May 29, 2008

Course: Master Thesis (EFO 705)

Authors: Apiwat Suvagondha 790819

Pattamaporn Soparat 840216

Tutor: Tobias Eltebrandt

Title: Creating marketing strategies for wedding business unit of Amari Atrium Hotel

Problem: What should be marketing strategies for wedding business unit of Amari Atrium Hotel?

Purpose: The aim of our thesis is to analyze the wedding market in Bangkok together with consumer purchasing behavior of Thai’s couple regarding to wedding ceremony in order to create the marketing strategies towards marketing mix (7Ps) for wedding business unit of Amari Atrium Hotel.

Method: This thesis will be mainly focused on the information gathering from the primary data by conducting interviews and questionnaires distribution to gain the insight and in-dept information for this market and very useful for the target audience. Moreover, the researchers realized that the secondary data can give us the general overview for this market. The theoretical framework is based on “Marketing Plan for Service Business” book by Malcolm McDonald. This framework illustrated the outline of marketing planning process for service organizations which consisted of four phases: establishing the strategic context; conducting the situation review; formulating marketing objectives and strategies; allocating budgets and devising a detailed first-year implementation plan. However, the phase of formulating marketing objectives and strategies will be focused.

Conclusion and Recommendation: As the rapid growth of wedding market in Thailand, many companies would like to take the opportunity to gain the market value. Amari Atrium Hotel is known as the wedding venue provider also would like to be in this market that comes with the new form, providing full wedding service or one stop service. In order to compete with the existing rivalries, the hotel should have sustained marketing objective and strategies toward their target customers. Since the full wedding service is considered as the services development for Amari Atrium Hotel; therefore, the marketing objective is to promote one stop service about value added and benefit of this new service to target audience in order to increase sales volume by 10 percent in one year. Moreover the created marketing strategies are compatible with this marketing objective in order to archive the objective. The specific approach for marketing strategy in each element of the marketing mix will be explained in the recommendation part.

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Kharouf, H. "Relationship marketing : an evaluation of trustworthiness within the Jordanian hotel sector." Thesis, Coventry University, 2010. http://curve.coventry.ac.uk/open/items/3e306176-578f-259b-0c04-5fb3451b3e2b/1.

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The objective of this study is to investigate the concept of trustworthiness and then examine its effect within the venue of the hotel sector. Given trustworthiness accepted importance to relationship marketing, there appears to be a failure to develop a coherent framework to indicate trustworthiness. This is a gap that this thesis addresses and by doing so, it will extend the body of knowledge by contributing to our understanding of the construct and its determinants. The main hypothesis in this thesis is identifying the determinants of trustworthiness with an outcome as part of a causal model. Within the proposed model, the determinants; consistency, competence, integrity, benevolence, value alignment and communication are assumed to have a positive impact on trustworthiness. In turn, trustworthiness has a positive impact on both attitudinal loyalty and behavioural loyalty, the two types of loyalty are proposed as the model outcome, whereas the previous six determinants are proposed as antecedents of trustworthiness. In order to test the proposed hypotheses, a new measurement scale was developed in order to evaluate trustworthiness with its determinants and outcome, the model was tested within the hotel sector in Jordan where over 526 respondents took part in the main survey collection, 60 respondents participated in the pilot study along with 11 interviewees. The results from the empirical study revealed that the hypothesised model is valid and significant, in which all the antecedents of trustworthiness had a significant loading as well as the model corollaries. These loadings vary in its significance and strength; this created a clearer picture on the expected impact of each of these determinants once the model being applied within service organisations.

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Martins, Ana Catarina António. "Plano de marketing 2020 para o Sobreiras Alentejo Country Hotel (SCH)." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19220.

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Mestrado em Marketing
O presente trabalho de projeto visa definir estratégias de marketing para o Sobreiras Alentejo Country Hotel, como a reformulação do produto, através do desenvolvimento de um Plano de Marketing. Face ao facto de o hotel ser recente e não ter a notoriedade pretendida, existem duas problemáticas que têm dificultado o crescimento do Sobreiras: a fraca taxa de ocupação de outubro a março durante os dias da semana e o facto de não se conhecer a perceção dos clientes de como é prestado o serviço e qual a sua qualidade e, para potenciais clientes, quais é que são os atributos mais importantes na prestação de um serviço hoteleiro. Foi utilizada a metodologia action research com o principal objetivo de compreender e resolver as problemáticas do hotel, através de fatores que estejam ligados diretamente ao seu desempenho, bem como também a recolha de dados primários e secundários. Para entender a qualidade de serviço e opinião dos clientes do Sobreiras, foram feitas entrevistas via Skype e, a potenciais clientes, foi aplicado um questionário baseado no modelo SERVQUAL, adaptado à Indústria do Turismo e Hoteleira, de Akbaba (2006). À diretora do Sobreiras, Sónia Gonçalves, foi também realizada uma entrevista via Skype de forma a compreender melhor como o Sobreiras presta o seu serviço. Com os dados recolhidos foi possível identificar os pontos fortes e fracos do hotel bem como compreender onde maiores estratégias de atuação são necessárias.
This project work aims to define marketing strategies for Sobreiras Alentejo Country Hotel, such as product reformulation, through the development of a Marketing Plan. Due to the fact that the hotel is new and does not have the desired notoriety, there are two problems that have hindered the growth of Sobreiras: the low occupancy rate from October to March during the weekdays and the lack of knowledge regarding the perception of customers on how the service is provided and what is its quality and, for potential customers, what are the most important attributes in providing a hotel service. The action research methodology was used with the main objective of understanding and solving the problems of the hotel, through factors that are directly related to its performance, as well as the collection of primary and secondary data. In order to understand the quality of the service and opinion of Sobreiras? clients, Skype interviews were conducted, and potential clients were given a questionnaire based on the SERVQUAL model, adapted to the Tourism and Hotel Industry, by Akbaba (2006). An interview via Skype was also conducted with the director of Sobreiras, Sónia Gonçalves, in order to better understand how Sobreiras provides its service. With the data collected it was possible to identify the strengths and weaknesses of the hotel as well as understand where major action strategies are needed.
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Valer, Villanueva Cinthya Lissete, Quispe Jefferson Raúl Delgado, Novoa Julio José Marino, and Mendoza Juan Manuel Mendoza. "Hotel empresarial “El Muky”." Master's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2016. http://hdl.handle.net/10757/620752.

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Presenta una propuesta de negocio rentabe con la creación de un Hotel en el Distrito de Caylloma, debido a que es el centro de tránsito de los trabajadores mineros de las 13 empresas mineras situadas en la Provincia asimismo es el Distrito que cuenta con todos los servicios básicos requeridos, y al haber realizado el Análisis de las Cinco Fuerzas de Porter y Matriz BCG, nuestra propuesta de negocio es innovadora en esta localidad, lo cual nos proporciona una gran ventaja competitiva, ante la gran demanda latente y un tener en general un poder de negociación medio, gracias a la ayuda estratégica del Municipio ante los pobladores que son reacios a acoger nuevos modelos de gestión por parte de personas foráneas a la localidad, consideramos la factibilidad del proyecto. Consolidamos la idea de la Empresa a través de la misión, visión y valores, a través de los cuales todas las estrategias a desarrollar y modelo de gestión a realizar estarán siendo coherentes con lo que se busca lograr, que es excelencia en calidad de servicio, que será brindada enfocándose en las necesidades del trabajador minero.
Tesis

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Kadlecová, Alena. "Marketingová komunikace hotelu (na příkladu hotelu Golf Praha)." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-15981.

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Marketing communication (demonstrated on hotel Golf Praha) The aim of this thesis is to define criteria of marketing communication in the field of hospitality. One part of the thesis is focused on evaluation of hotel Golf Praha communication according to its quality and efficiency. Benefits should be definitely eventual suggestions for improving the communication and its quality, or changes that should actuate on clients as effectively as possible to help reach better commercial results.

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Kinzler, Lindomar. "A importância dos componentes de marketing para alcançar o mercado alvo: um estudo no setor hoteleiro das regiões oeste e sudoeste do Paraná." Universidade Estadual do Oeste do Parana, 2014. http://tede.unioeste.br:8080/tede/handle/tede/989.

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Made available in DSpace on 2017-07-10T16:32:23Z (GMT). No. of bitstreams: 1 LINDOMAR_KINZLER.pdf: 2387543 bytes, checksum: 85436629ac7b29b5d5408032f710219a (MD5) Previous issue date: 2014-07-23
Organizations have used the traditional marketing mix to reach the target market and thus sell more. However, created in the 50s, the compound has four components: price, place, product and promotion, appears to be an insufficient approach to achieve the intended purpose. Appeared then, based on the concepts of the literatures, the interest in evaluating other components that might be important to integrate and form a new compound. Therefore, this work through an exploratory study as more assertive method to achieve your goal, sought to evaluate the degree of importance of the four traditional elements that make up the marketing mix, compared with six others, viz: Person, process , test physics, research, planning and placement. So much for the marketing mix for the hospitality industry and for other industries. The methodological procedures sought at all times comply with the assumptions of scientific rigor, while recognizing that science is a process of continuous construction. For that we adopted the deductive method with mixed approach. Still elaborated a structured collection of empirical information from managers of hotels, which after its validity by the pre-test were applied in the hotels of the cities of Francisco Beltrão and Cascavel questionnaire, belonging respectively to the Southwest and West regions of Paraná. To check the reliability of the data collected from the Cronbach Alpha test was performed. Subsequently were tabulated and assessed through exploratory multivariate analysis technique known as cluster analysis and also by correlation analysis. After analyzing and interpreting the data, it was possible to observe and compare the importance of the ten components of marketing reviews, which together enable it should expand the traditional marketing mix.
As organizações têm utilizado o tradicional composto de marketing para alcançarem o mercado alvo e consequentemente venderem mais. Entretanto, criado na década de 50, o composto têm quatro componentes: preço, ponto, produto e promoção, parece ser uma abordagem insuficiente para atingir o fim proposto. Surgiu então, com base nos conceitos das literaturas, o interesse em avaliar outros componentes que poderiam ser importantes para se integrarem e formarem um novo composto. Diante disso, esse trabalho por meio de um estudo exploratório como método mais assertivo para alcançar seu objetivo, buscou avaliar o grau de importância dos quatro tradicionais elementos que compõe o composto de marketing, comparativamente com outros seis, a saber: Pessoa, processo, prova física, pesquisa, planejamento e posicionamento. Tanto para o composto mercadológico para o setor hoteleiro quanto para empresas de outros setores. Os procedimentos metodológicos procuraram a todo tempo respeitar as premissas do rigor científico, embora se reconheça que a ciência seja um processo de construção contínua. Para tanto se adotou o método dedutivo, com abordagem mista. Elaborou-se ainda um questionário estruturado para a coleta das informações empíricas junto aos gestores dos hotéis, que após sua validade pelo pré-teste, foram aplicados nos hotéis das cidades de Francisco Beltrão e Cascavel, pertencentes respectivamente às regiões Sudoeste e Oeste do Paraná. Para verificar a confiabilidade dos dados coletados foi realizado o teste de Alfa Cronbach. Posteriormente foram tabulados e avaliados por meio da técnica exploratória de análise multivariada conhecida como análise de cluster e também pela análise de correlação. Após análise e interpretação dos dados, foi possível constatar e comparar a importância dos dez componentes de marketing avaliados, que juntos permitem dar maior amplitude ao tradicional composto de marketing.

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Porto, Rogerio Ortiz. "Hotel Dall'Onder uma empresa sociotélica." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2002. http://hdl.handle.net/10183/2891.

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Nesta dissertação procura-se demonstrar que os conceitos de empresas visionárias, de Collins e Porras (2000), e de empresas missionárias, de Mintzberg (2001), podem ser aplicados para entender o comportamento do Hotel Dall’Onder. Foi aplicada a metodologia do estudo exploratório de caso único, por ser um caso revelador e por representar um teste local de uma teoria significativa. A coleta de informações em vários documentos publicados pela imprensa, em livros, artigos e reportagens, além do que se pôde obter nas entrevistas de profundidade com pessoas representativas do empresariado, com micro-empresários, com colaboradores da empresa e com seus acionistas e diretores, representaram, neste, trabalho “provas testemunhais”, não sendo, assim, necessária qualquer análise estatística qualitativa ou quantitativa. A história da colonização italiana no Rio Grande do Sul aportou elementos para o melhor entendimento da formação da cultura do “colono”. O meio ambiente, embora adverso, facilitou a “acumulação primitiva” e forçou a procura de novos mercados. Foram analisados a missão, a ideologia e o comportamento histórico e presente do Hotel Dall’Onder, suas semelhanças e diferenças com os conceitos de Mintzberg (2001) e Collins e Porras (2000) e sua aderência a princípios éticos e de respeito social e ambiental, considerando a sua inserção nos projetos administrados pela Atuaserra e pelo projeto que ele próprio criou: Caminhos de Pedra. As conclusões são de que o Hotel Dall’Onder supera as exigências de Collins e Porras (op. cit.) e Mintzberg (op. cit.), podendo ser classificada como uma empresa visionário e missionária plus, pois adota os princípios éticos de Abela (op. cit) e res peita o meio ambiente, na linha do Sistema de Produto Inteligente de Blue e outros. Além disso, aplicou intuitivamente as bases teóricas do marketing social como instrumento de transformação social, visando a melhoria de vida das pessoas envolvidas, e a implantação de um novo modo de agir, criando o turismo cultural, apoiado na arquitetura, na gastronomia, na vitivinicultura, na agroindústria caseira, nos costumes e nas idiossincrasias, sem utilizar nenhum mecanismo de propaganda, difusão ou uso de mídia paga. Por isso se propõe sua qualificação como empresa sociotélica, ou seja, voltada para uma missão externa a si própria e de profundo cunho social. Apresenta diferenciais enormes: a distribuição de 10% do faturamento bruto, todos os meses, para todos os colaboradores; o estímulo ao surgimento de concorrentes em seu próprio ramo de negócios; o investimento, o apoio e a criação de atrativos turísticos sem mercado cativo e o investimento maciço no desenvolvimento do turismo regional, mesmo em prejuízo dos investimentos que lhe dariam maior escala e melhor condição competitiva, e isso por acreditar na máxima em dialeto vêneto dos colonos: Quanto pi baletere, tanto pi tordi (Quanto mais frutas, mais pássaros).

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Brito, Alexandre Barradas. "Emotion's: hotel funcional: como criar, conquistar e dominar mercados hoteleiros." Master's thesis, Universidade de Évora, 2012. http://hdl.handle.net/10174/15222.

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Este projeto tem como principal objetivo a criação dum programa desportivo inovador adaptado aos espaços hoteleiros capaz de responder à atual situação de recessão económica, conforme foi verificado no respetivo plano de negócios que lhe está associado. O Emotion´s é um programa de animação desportiva para ambos os sexos, acima dos 16 anos, desenhado para proporcionar uma experiência emocional diferente e desafiante. Atividades físicas rotineiras, são transformadas num treino desportivo que utiliza além de materiais reciclados, a projeção de filmes de reconhecimento da cidade, criando um treino único tornando-se um desafio completá-lo seja individualmente seja em família. O investimento inicial é de 20.000€ e a receita anual de 27.366,4€ conseguindo retorno ao final do primeiro ano. A aquisição de materiais é de 10.199,76€, significativamente inferior a um ginásio de hotel comum (30.443€); ABSTRACT:This project has as main goal the creation of an original sports program adapted to hotels able to address the current economic recession, as verified on the associated business- plan. Emotion's is a program of sports recreation for both sexes, above 16 years, designed to provide an emotional experience different and challenging. Routine physical activities are converted into sports training using in addition recycled materials, screening city movies for recognition of the city, creating an unique training and becoming a challenge to complete it, whatever alone or in family. The initial investment is 20,000 €, the annual income 27,366 ,4€ getting return at the end of the first year. The acquisition of materials is 10,199,76 €, significantly lower than a common hotel’s gym (30,443 € ).

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Kožíšková, Jana. "Návrh marketingové komunikace pro Hotel 16 U Sv. Kateřiny." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-85268.

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This thesis analyzes the marketing and communication mix of Hotel 16 At St. Catherine. This work defines marketing tools used in the hotel industry, SWOT analysis and segmentation. This analysis then derives individual recommendations for increasing the efficiency of marketing communication tools used.

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Moreo, Andrew. "Green Consumption in the hotel industry a an examination of consumer attitudes /." Access to citation, abstract and download form provided by ProQuest Information and Learning Company; downloadable PDF file, 67 p, 2008. http://proquest.umi.com/pqdweb?did=1597631261&sid=16&Fmt=2&clientId=8331&RQT=309&VName=PQD.

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Chu, Cheok Mei. "Customer loyalty in the hotel industry." Thesis, University of Macau, 2003. http://umaclib3.umac.mo/record=b1636644.

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Lei, Sin U. "Success factors : a best practices study in hotel management in Guangzhou, China." Thesis, University of Macau, 2002. http://umaclib3.umac.mo/record=b1636745.

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Mišková, Zuzana. "Vplyv sociálnych sietí a recenzných portálov na kvalitu služieb vybraného hotela." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-198017.

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The aim of the thesis is to determine influence of social media and hotel review sites on quality of services of Louren Hotel **** in Prague and their major role in the marketing activities of the hotel. The first part deals with these media in general, their benefits, potential risks and advice, how to use them in practice. The second part examines the use of these media in selected hotel. Research of perception of hotel review sites amoung costumers of Hotel Louren is also part of the work. The research was processed on the basis of a questionnaire survey. The aim of the investigation was to determine whether the hotel guests follow reviews and what meaning it has for them. This work shows a position of social media and review sites in the current hotel marketing and their possible impact on the improvement of services in the hotel.

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Yung, Yee Lee. "Human resources development in Macau hotel industry : a case study." Thesis, University of Macau, 1996. http://umaclib3.umac.mo/record=b1636793.

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Čmelíková, Lucie. "Nové trendy v hotelovém managementu a marketingu a jejich aplikace na vybraný hotelový provoz." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162545.

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Work is focused on the latest trends in hotel management and marketing. The main aim is to suggest a strategy and marketing management for hotel Julian **** Prague. Secondary aim is the implementation of marketing research regarding customer satisfaction and situational analysis of the hotel. The theoretical and methodological section describes the theoretical basis for the theme from professional sources. The chapter is divided into two parts, each of them deals in detail with the latest trends in management first, then in marketing. An overview of the object highlighting the main points necessary to approach the character of the hotel. On company profile is established the detailed situation analysis that includes PEST analysis, analysis of competitive forces and SWOT analysis. The last chapter is a marketing research project focused on customer satisfaction with communications hotel via the internet. In conclusion, followed by interpretation of results situational analysis and marketing research and recommendations on marketing management hotel.

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Edmond, Helen. "Marketing, innovation and business relations in Scotland's rural hotel industry a regional development perspective /." Thesis, Available from the University of Aberdeen Library and Historic Collections Digital Resources, 2009. http://digitool.abdn.ac.uk:80/webclient/DeliveryManager?application=DIGITOOL-3&owner=resourcediscovery&custom_att_2=simple_viewer&pid=25502.

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Tubb, Shawn Patrick. "(re)Marketing Modernism: the revision of an iconic mid-century, mixed-use hotel." University of Cincinnati / OhioLINK, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1243361231.

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Sherif, Hassan S. A. "Marketing hotel operations : an investigation into the marketing behaviour of national and international chain affiliated hotels operating in Egypt." Thesis, University of Strathclyde, 1986. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=21475.

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The inception of the marketing concept has been closely associated with tangible consumer products. However, the successful application of the concept in consumer, and later in industrial product industries has prompted marketers to examine its transferability and application to other areas of significance. The purpose of this study is to examine the broadening of the marketing concept beyond its traditional boundaries of commercially orientated amnufacturing concerns by discussing its relevance, transferability and contribution to industries of a service nature in general and to the hotel industry in particular. The study also aims at examing the extent to which the marketing concept and its associated practices have been accepted and implemented by both local and foreign chain affiliated hotel operations in Egypt. A thorough examination of the literature regarding the applicability of marketing concepts and techniques to hotel operations was carried out. Towards this end, the literature examines the nature of services marketing and discusses the similarities it shares with product marketing, as well as the unique implications associated with marketing intangibles. It thus capitalizes on theories drawn from both resources and examines their applicability to the industry in question. The empirical study was carried out in the period between April and the end of June, 1985. Two studies were conducted in order to assess the marketing behaviour of international hotel firms operating in Egypt and those which are state owned and managed. The gathering of data was based on the tentative supposition that the relative success achieved by the international firms over their local counterparts is attributed, partially, to their application of marketing or marketing-like activities. The first study involved a self-administered questionnaire directed at the executives carrying out marketing responsibilities at the hotels concerned. It aimed at examining the extent of their integration of marketing into their overall business strategies. The second study examined the hotels' marketing behaviour from a different perspective by eliciting the opinions of guests regarding their experiences at the properties in which they stayed. The findings of the field work reveal that the Egyptian hotel authorities are far from being market orientated as they have not adopted the marketing concept either conceptually or in practical terms. They have some distance to travel before they achieve an organizational straucture that integrates marketing and operations in ways calculated to achieve customer satisfaction and a higher profitable position. As for the operations which are under management contracts with international hotel firms, marketing has been introduced at an uneven rate with some operations taking major steps while others lag behind. In many of these operations, there is still room for improvement by means of which they could implement a fully comprehensive and integrated philosophy of marketing.

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Hammer, Malin. "Acquiring and Retaining Customers through Traditional- and Relationship Marketing : Case- Study on the Quality Hotel Burke & Wills." Thesis, University of Gävle, Department of Business Administration and Economics, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-649.

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The hotel industry is highly competitive and the right knowledge about customer values and demands is essential to differentiate from competitors and gain sustainable competitive advantage. Implementing traditional marketing strategies is often no longer enough to achieve this goal. Relationship marketing has increasingly become more important, as this concept suggests more focus on retaining the customer and creating a win- win situation with a long- term perspective. In traditional marketing there is more focus on acquisition. Most importantly a good balance between acquisition and retention directed to the right segments is essential for future success.

This thesis is a case- study of a single business in the hospitality industry and the company of interest is the Burke & Wills, a hotel situated in Toowoomba, a regional city in Queensland, Australia. The purpose is to explore how well Burke & Wills markets itself, looking closely at the strategies used and how these are implemented. I also wanted to investigate whether the hotel’s present acquisition- and retention efforts are suitably divided between the various segments. The final objective with this thesis is to identify any opportunities for improvements.

The case- study consists of both a qualitative- and a quantitative approach. Two staff interviews were carried out and a survey in the form of a questionnaire was handed out to the customers of the hotel. The intention with this was to explore whether present marketing strategies are effective or not.

I found that the management of Burke & Wills has little knowledge about how to best market the hotel both when it comes to acquisition- and retention efforts and to direct these to suitable segments. The company seems inadequate to identify and attract potential customers during quiet periods which results in a big loss of potential revenue. The survey shows that the company’s awareness of what the customer values as quality service is fairly good but might not be enough to prevent future loss of customers. As a result of this these customers may turn to competition for better service in the future. The majority of returning customers also state that they would value a more personalised approach from Burke & Wills. I draw the conclusion that there is a lack of interest in how to improve the marketing of the company. No surveys have been conducted in the last few years to get customers´ opinions. They take their position on the market for granted and even with new competition they chose to stay inactive. Focus on improvement should be a priority but it is not. I believe it is essential to, at this stage, employ a person with marketing experience to make the company stronger and to maximise the possibilities of the hotel.

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Zhang, Li. "The impact of leisure travelers' characteristics on hotel Website attributes preference." Thesis, University of North Texas, 2004. https://digital.library.unt.edu/ark:/67531/metadc4644/.

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Travel is now the largest online business-to-consumer product in the United States. Online hotel bookings are the second largest segment of online travel. Leisure travelers online spending will increase dramatically from 2002 to 2007. However, a majority of hospitality companies do not currently take advantage of the Internet as the cheapest and most efficient distribution medium. The purpose of this study examined leisure travelers' demographic and psychographic characteristics, online booking and travel frequency that influence travelers' desired hotel Website features and functions. The results found out that demographics (gender, occupation, and ethnicity), and psychographics (travel benefit sought), number of leisure travel trips per year, and number of online hotel bookings per year have impact on hotel Website attribute preferences.

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Pinto, Sara Elisabete Silva. "Relatório de estágio curricular realizado no Hotel Solverde Spa & Wellness Center." Master's thesis, Universidade de Aveiro, 2017. http://hdl.handle.net/10773/22104.

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Mestrado em Línguas e Relações Empresariais
O presente Relatório foi elaborado no âmbito do Estágio Curricular realizado no Hotel Solverde Spa & Wellness Center, no contexto do Mestrado de Línguas e Relações Empresariais. O documento inicia-se com uma descrição da Entidade Acolhedora do Estágio, seguindo-se de uma análise detalhada de atividades efetuadas no Estágio. O objetivo principal deste documento passa por conseguir explicar a importância que o Marketing representa para uma Unidade Hoteleira de sucesso, como é o caso do Hotel Solverde, através de uma proposta de campanha a ser realizada pela Unidade Hoteleira.
The former report was elaborated during an internship in Hotel Solverde Spa & Wellness Center, regarding a Master’s Degree in Languages and Business Relations. In the document, it’s made a description and presentation of the Entity that held the Internship, followed by the activities performed during this period. The purpose of this document is to be able to explain the importance and the role of Marketing to such Luxury Hotel, just like Hotel Solverde, through a proposal of campaign to be realized by the Hotel.

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Cardoso, Sara Raquel Neto. "Estudo de caso: análise da usabilidade do site do Hotel Sheraton Porto." Master's thesis, Universidade de Aveiro, 2013. http://hdl.handle.net/10773/10638.

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Mestrado em Economia
No presente relatório propõe-se expor as actividades realizadas durante o estágio curricular no Sheraton Porto Hotel & Spa, demostrando a importância da realização do mesmo para a transição de uma plataforma académica para o mundo de trabalho. O presente estudo pretende principalmente divulgar a análise realizada durante o mesmo período sobre a “usabilidade” do website da instituição de estágio, apresentando as conclusões retiradas.
This report aims to expose the activities performed during the internship at the Sheraton Porto Hotel & Spa, showing the importance of the transition from an academic platform to the practice of the working world. Mainly, this text aims to present the study realized during the same period, on the usability of the institutionʼs website, presenting the conclusions drawn.

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Hou, Hui Qing. "A study of sustaining competitive advantage of hotel industry in Fuzhou." Thesis, University of Macau, 2006. http://umaclib3.umac.mo/record=b1874077.

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Gameiro, Filipa Sofia Manique. "Análise dos questionários de satisfação do cliente no Hotel Moliceiro." Master's thesis, Universidade de Aveiro, 2012. http://hdl.handle.net/10773/9840.

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Mestrado em Línguas e Relações Empresariais
O presente relatório resulta do estágio curricular realizado no Hotel Moliceiro, no âmbito do Mestrado em Línguas e Relações Empresariais e tem como objectivo divulgar as actividades desenvolvidas ao longo do mesmo, entre Fevereiro e Junho de 2011, bem com o fazer uma análise dos questionários de satisfação dos hóspedes do Hotel. Inicialmente farei uma contextualização do Hotel e a sua envolvência, as características dos seus quartos temáticos e os programas que oferece aos clientes, seguida da descrição das tarefas que desempenhei, como Recepcionista e Assistente de Direcção. De seguida apresento os resultados da análise que fiz aos questionários de satisfação dos hóspedes do Hotel, bem como sugestões para melhorar os seus serviços. Em jeito de conclusão farei uma reflexão de todo o trabalho desenvolvido, e relaciono também o estágio com os conhecimentos adquiridos no curso.
This report is the result of the curricular internship carried out at the Hotel Moliceiro, between February and June 2011, for the Master’s Degree in Languages and Business Management, and has the purpose of showing the activities developed during the internship as well as making an analysis of the questionnaires answered by the hotel guests measuring their satisfaction with the hotel’s services. First I will contextualize the Hotel, its rooms’ characteristics and the programmes it offers to the guests, and also a description of the tasks I carried out as Receptionist and Director’s Assistant. Next I will present the results of the analysis of the satisfaction questionnaires, as well as suggestions of how to improve the Hotel’s services. In conclusion, after summing up the work, I relate the Internship with the knowledge acquired during the course.

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Horák, Tomáš. "The Importance of Managing eWOM in the Hotel Industry." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-196522.

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The goal of this thesis is to investigate the effects of different hotel response strategies to negative user-generated electronic word of mouth on online travel guide sites and subsequently to identify managerial implications that would lead to an effective online review management in the hotel industry. Three basic response strategies to a negative review were identified: no-response strategy, defensive response strategy and accommodating response strategy. An experimental research method with 240 respondents proved that accommodating response to a negative review has positive impact on customer's perception of a hotel. The most negative perception was observed by the defensive response strategy. The results of this experimental research were confirmed in a Mann-Whitney U-test.

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Armestar, Urbina Greta Cecilia, and Huamaní Lizzett Nataly Seminario. "Plan de marketing para el relanzamiento de la categoría vuelo + hotel para una agencia de viajes online." Master's thesis, Universidad del Pacífico, 2019. http://hdl.handle.net/11354/2691.

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El presente estudio busca abordar una oportunidad de crecimiento para la agencia de viajes online Atrápalo.pe en la línea de negocio de vuelo + hotel. La investigación de mercado se basó en una etapa exploratoria con análisis de fuentes secundarias, entrevistas a expertos y focus groups a distintos grupos objetivos. Luego se llevó a cabo una etapa descriptiva mediante la realización de una encuesta. El objetivo de la investigación es tener un mayor entendimiento del problema del porqué el vacacionista no tiene tendencia a comprar vuelo + hotel en un mismo pedido, así como tener un mayor conocimiento del perfil, las motivaciones, actitudes y preferencias más importantes del mercado objetivo (vacacionista peruano que compra solo vuelos y el que compra vuelos + hotel), comprendido por personas entre 25 y 64 años, habitantes de Lima Metropolitana y Callao, pertenecientes a los NSE A y B. Esto a fin de ofrecer una propuesta más diferenciada en esta categoría versus la oferta actual en el mercado.

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Bučková, Lenka. "Podnikatelský plán pro wellness hotel." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-205309.

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The aim of this thesis is to characterize the situation in the field of wellness and subsequently set the wellness hotel business plan. The emphasis is placed on finding public awareness about the importance of the field of wellness and public interest in a healthy lifestyle. The work focuses on the research of the demand, which builds actual business plan. The processing of this thesis will help in deciding whether the project of the wellness hotel is realistic.

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Hlavatá, Michaela. "Návrh změn marketingových aktivit hotelu U Loubů." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-318602.

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The thesis deals with the analysis of the marketing stratégy of the Hotel U Loubů. It anyalyses and evaluates current phane of the services, marketing communication and staffing. Proposal part of the thesis contains suggestions leading to increasing current situation, which has the aim to promote and increase occupancy of the hotel.

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Alpysbayev, Yesset. "The effectiveness of advertising in the hotel “Holiday Inn Almaty&#8221." Master's thesis, Česká zemědělská univerzita v Praze, 2017. http://www.nusl.cz/ntk/nusl-262794.

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This Diploma Thesis is focused on the evaluation and study of the main features of advertising in the hospitality industry. The first part is a theoretical part, which describes in detail the definition as advertising, media advertising, promotional function. Further detailed adertising types, their advantages and disadvantages. In the practical part is the presentation of the hotel "Holliday Inn Almaty". This part describes in detail the structure of the hotel, SWOT analysis, advertising activity by hotel. Another part of the analysis survey research, which based on advertising. The questionnaire focused on the advertising strategy and evaluation of the hotel altogether. The final section presents recommendations for improving advertising business and conclusion is about the advertising business of the hotel "Holiday Inn Almaty".

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LEE, HUI-CHUN, and 李慧君. "Hotel Management and Marketing Strategy – Shanghai The PuLi Hotel Case Study." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/n7qgn9.

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碩士
世新大學
傳播管理學研究所(含碩專班)
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This study was based on marketing concept to explore the relationship between the business development of contemporary well-known international hotels and Shanghai city marketing, and to think about the construction of the specific co - operation model. We found that the city can also promote the competitiveness of urban development through marketing as a commodity, while the hotel industry plays a strong co - governance participant in this marketing process. Furthermore, the hotel's participation in the city marketing process can also enhance its market visibility and market competitive advantages. When there is mutual benefit between the two sides, the common cause is to promote sustainable development. In the process of participating in the city marketing, the hotel industry must break the barriers of the traditional market boundary and hold the operating viewpoint of coexistence and co prosperity with the city. In the process of marketing, it combines the marketing positioning, marketing brand, marketing image and the unique market uniqueness of the city itself. As an important matter of corporate social responsibility, it can ensure the feasibility of joint management of hotel and city marketing.

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Castelão, Miguel Filipe Duarte. "A marketing plan to Hotel Castelão." Master's thesis, 2017. http://hdl.handle.net/10071/16138.

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The purpose of this project is to study how to increase Hotel Castelão's sales, hence a marketing plan was elaborated. Hotel Castelão never, in its existence, had one, which is very important and useful for companies, as it provides a strategy and explains how to accomplish it. Hotel Castelão is a two-star hotel in Mafra, Lisboa; built in 1982, to fill a market opportunity, since Mafra had no accommodation establishments, the closest place was in Ericeira. Due to its longevity and location, near the centre, in one of the main roads, Hotel Castelão is already a well-known brand in the region. The Hotel has some direct competitors in the region, however only one in Mafra. Therefore, since the region is growing, the management feels the establishment has potential for more; desiring a sales increase. Following the structure of a marketing plan, this thesis presents analysis to tourism, lodging, competitors and the company itself. The reasons why the Hotel does not have more sales are shown and solutions and implementations proposals to increase sales are presented. Proposals are presented throughout the paper, but with more detail in the operational part of the marketing plan. It was analysed what is happening now and what could be adjusted, more specifically in the STP, as well as in the marketing mix. With this analysis, and the adjustments proposed, being implemented, an improvement in the Hotel and its service is achieved, resulting in an expected increase in sales.
O objetivo desta tese é estudar como aumentar as vendas do Hotel Castelão, pelo que foi elaborado um plano de marketing. O Hotel Castelão nunca teve um, apesar de ser algo muito importante e útil para as empresas, dado que providencia uma estratégia e explica como a atingir. O Hotel Castelão é um hotel de duas estrelas em Mafra, Lisboa; contruído em 1982 para responder a uma oportunidade de mercado, dado que Mafra não tinha nenhum estabelecimento do género, o mais perto localizava-se na Ericeira. Graças à sua longevidade e localização, perto do centro, numa das principais avenidas, este Hotel é já uma marca bem reconhecida na região. O Hotel tem alguns concorrentes diretos, contudo apenas um em Mafra. Assim, e sabendo que a região está a crescer, a administração sente que o estabelecimento tem potencial para mais, ambicionando um aumento nas vendas. Seguindo a estrutura de um plano de marketing, esta tese apresenta análises ao turismo, à hotelaria, à concorrência e à própria empresa. Os motivos que explicam as atuais vendas são apresentados, assim como soluções e medidas de implementação que permitem aumentar vendas. As propostas estão presentes ao longo do projeto, com especial detalhe na parte operacional do plano de marketing. Foi analisado o panorama atual e o que pode ser ajustado, mais concretamente na STP e no marketing mix. Com esta análise e as alterações propostas, sendo implementadas, o Hotel e a qualidade do serviço irão melhorar, pelo que se espera um consequente aumento nas vendas.

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Dissertations / Theses on the topic 'Marketing of a family hotel'

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