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Essay / Research Paper Abstract
This 5 page paper is written in to parts and is based on a case study of a budget hotel located on the shores of the Caspian Sea. The first part of the paper considers customer behaviour and the influences on how they make the decision to book rooms at the hotel. The second and longest part of the paper outlines a marketing strategy that uses advertising in the press, the sue of direct marketing to existing customers and the setting up of a public relations event to get free publicity and enhance the hotels’ reputation.
Page Count:
5 pages (~225 words per page)
File: TS14_TEkazahot1.rtf
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Unformatted sample text from the term paper:
a family holiday will be subject to greater consideration than a smaller and less costly purchase. This means there will be a considered decision making prices and if the hotel
is to be booked for the first time there is likely to be increased consideration with comparisons made with other similar hotels in the same area or other areas being
considered. The way the decision is made will be an internal cost benefit analysis, but the benefits will not be objective, they are subjective determined by the potential guests
internal values and priorities. For one guest there may be the importance of locations near the beach, for another they ay want to see pictures that show clean rooms, for
other sit may be facilities for children. In reality there will be many values with different influences that all come into play,. Assessing the way the decision is made has
been very difficult for marketers in the past, this is why they refer to the decision making process as taking place in the black box as the process is not
fully understood. Motivations such as fear greed and love will also be involved. For example, where greed is a motivator they will be looking for the best deal, the most
service or facilities for the lowest price, where love is involved they may be looking for the hotel that they think will give them the best experience, influences of loved
ones, such as spouses and children ma also have a greater influence on the decision where love is involved. Fear may also be a factor, with customers afraid they will
choose the wrong hotel making the wrong dedison and booking a hotel they like, these customers are more likely to return to hotels they have been happy with in the
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