Pro-active marketing A key strategy in contemporary hotel business Min Bahadur Thapa Darlami

Yazar: Dil: İngilizce Yayın ayrıntıları:Nicosia Cyprus International University 2003Tanım: VIII, 116 p. table, figure, chart 30.5 cmİçerik türü:
  • text
Ortam türü:
  • unmediated
Taşıyıcı türü:
  • volume
Konu(lar):
Eksik içerik
Introduction
1 Background Information
3 Aims and Objectives
3 Hypothesis
4 Structure of the Manuscript
Hospitality Marketing and Pro-active Approach
5 Hospitality Marketing
7 Characteristics of Hospitality Marketing
9 Importance of Hospitality Marketing
13 Traditional Hospitality Marketing and Practical Measures
17 Stand out from Competition
19 Joint Marketing Initiative and Alliance
21 Embrace e-distribution
23 Develop on-line Partnership Strategy
Hospitality Industry in Nepal and North Cyprus
25 Hospitality Industry in Nepal
26 Importance of Hospitality Industry
27 Major Attractions of Nepal
31 Hotel, Bed Capacity and Its Contribution
32 Tourist Flow and Current Situation
35 SWOT Analysis : A Situation Review, Nepal
44 Hospitality Industry in North Cyprus
45 Importance of Hospitality Industry
46 Major Attractions of North Cyprus
48 Hotels, Bed Capacity and Its Contribution
49 Tourist Flow and Current Situation
50 SWOT Analysis: A Situation Review, N. Cyprus
55 Study and Methods
Research Findings and Analysis
57 Findings on Nepalese Hotel Industry
57 Customers Side Findings
67 Problems
70 Hoteliers Side Findings
79 Problems
82 Finding on North Cyprus Hotel Industry
82 Customers Side Findings
91 Problems
93 Hoteliers Side Findings
104 Problems
105 Hotelier Side Findings
109 References and Selected Bibliography
Özet: 'Abstract This study is about pro active marketing approaches and its importance in the context of Nepalese and North Cyprus hotel business environments, which is affected by political instability and global turnoil in the tourism business. The hotel industry is suffering from economic downturn and falling customer confidence in travelling. With the advent of time and technological advancements, customers are being more demanding and sophisticated. The hotel market environment is also hıghly complex and competitive. It requires new ideas, strategies and continuous service improvements to satisfy customer and profit. Traditional mareketing approach may not handle such dynamics of hotel business. Trandition marketing as means for creating and exchanging valve and services wih others seems to make decision and take actio for the convenience of managers, employees and administrative system. Pro- active marketing is a tendency to introduce changes, which offers products and services to customers in advance rather then at demand. It views marketing as a means for dealing with dynamic conditions. Instead of bfollowing traditional measure such as cost cutting, lay offs and looking for short term benefits, it tries to find out possible options to exist and grow in the competitive business environment. This can be accomplished through pro-active measures such as relationship marketing, introducing unique products and services, joint marketing efforts, partnership and alliances and embracing e-distribution. The study indicates that the Nepalese and North Cyprus hoteliers are still following traditional measures. However, the study also show that the hoteliers are aware of the current market trend of adopting pro-active measures. Furthermore, the hoteliers have shown their strong preferences for the application of pro-active measures. The insight gained during the study will be shared with readers. Possible measures are recommended to implement in the Nepalese and North Cyprus hotel industry. Moreover, the outcome of the study provides a proven statement the pro-active marketing measures are the only alternative to soften the diffcult situation. Key words: Pro-active marketing, hotel business '
Materyal türü: Thesis

Includes bibliography (109-110 p.)

'Abstract This study is about pro active marketing approaches and its importance in the context of Nepalese and North Cyprus hotel business environments, which is affected by political instability and global turnoil in the tourism business. The hotel industry is suffering from economic downturn and falling customer confidence in travelling. With the advent of time and technological advancements, customers are being more demanding and sophisticated. The hotel market environment is also hıghly complex and competitive. It requires new ideas, strategies and continuous service improvements to satisfy customer and profit. Traditional mareketing approach may not handle such dynamics of hotel business. Trandition marketing as means for creating and exchanging valve and services wih others seems to make decision and take actio for the convenience of managers, employees and administrative system. Pro- active marketing is a tendency to introduce changes, which offers products and services to customers in advance rather then at demand. It views marketing as a means for dealing with dynamic conditions. Instead of bfollowing traditional measure such as cost cutting, lay offs and looking for short term benefits, it tries to find out possible options to exist and grow in the competitive business environment. This can be accomplished through pro-active measures such as relationship marketing, introducing unique products and services, joint marketing efforts, partnership and alliances and embracing e-distribution. The study indicates that the Nepalese and North Cyprus hoteliers are still following traditional measures. However, the study also show that the hoteliers are aware of the current market trend of adopting pro-active measures. Furthermore, the hoteliers have shown their strong preferences for the application of pro-active measures. The insight gained during the study will be shared with readers. Possible measures are recommended to implement in the Nepalese and North Cyprus hotel industry. Moreover, the outcome of the study provides a proven statement the pro-active marketing measures are the only alternative to soften the diffcult situation. Key words: Pro-active marketing, hotel business '

Introduction

1 Background Information

3 Aims and Objectives

3 Hypothesis

4 Structure of the Manuscript

Hospitality Marketing and Pro-active Approach

5 Hospitality Marketing

7 Characteristics of Hospitality Marketing

9 Importance of Hospitality Marketing

13 Traditional Hospitality Marketing and Practical Measures

17 Stand out from Competition

19 Joint Marketing Initiative and Alliance

21 Embrace e-distribution

23 Develop on-line Partnership Strategy

Hospitality Industry in Nepal and North Cyprus

25 Hospitality Industry in Nepal

26 Importance of Hospitality Industry

27 Major Attractions of Nepal

31 Hotel, Bed Capacity and Its Contribution

32 Tourist Flow and Current Situation

35 SWOT Analysis : A Situation Review, Nepal

44 Hospitality Industry in North Cyprus

45 Importance of Hospitality Industry

46 Major Attractions of North Cyprus

48 Hotels, Bed Capacity and Its Contribution

49 Tourist Flow and Current Situation

50 SWOT Analysis: A Situation Review, N. Cyprus

55 Study and Methods

Research Findings and Analysis

57 Findings on Nepalese Hotel Industry

57 Customers Side Findings

67 Problems

70 Hoteliers Side Findings

79 Problems

82 Finding on North Cyprus Hotel Industry

82 Customers Side Findings

91 Problems

93 Hoteliers Side Findings

104 Problems

105 Hotelier Side Findings

109 References and Selected Bibliography

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