Hotel

All of the mentioned leaders in the hospitality industry have well-established loyalty programs created to reward their customers. In most cases, it appears much more profitable for the customer to use the services of just one hotel because he gets large discounts by being a loyal customer. By launching efficient reward programs, hotels are likely to build a very successful relationship with their customers. For example, Marriott’s loyalty program is one of strongest sides of its relationship marketing strategy. Marriot’s loyalty program has proved to be the most efficient in the industry.

In the beginning, the company used its loyalty program to reward the most frequent guests of the hotel. With years, the loyalty program transformed into so many more benefits, because the management spent very much time developing rewards for its customers. Currently customers “earn points based on their monetary spending at our lodging operations, purchases of timeshare intervals, and, to a lesser degree, through participation in affiliated partners’ programs, such as those offered by airlines and credit card companies. ” (Marriott International, Inc. Annual Report. 2004.

Available at URL: http://www. marriott. com). Most of the customers currently consider it very prestigious to be a part of Marriott’s loyalty program. From the very beginning, the hotel was looking for ways to become a sort of a magnet for customers and make them never use the services of competitors. It could be achieved by giving outstanding service in the hotel and rewarding customers for choosing Marriott. According to J. W. Marriott, Jr. , chairman and CEO, Marriott International, the loyalty program introduced by the hotel was destined to be a great success.

“From the beginning, we knew this program was a perfect fit for our company. We have a rich tradition of taking care of our customers, and Marriott Rewards is all about rewarding our best customers for their business. ” (Marriott Rewards Celebrates 20 Years of Rewarding Loyalty. Available at URL: http://marriott. com/news/detail. mi? marrArticle=14760). Hyatt has also established a very efficient loyalty program called “Gold Passport”. Even though it is not considered the best in the industry, it greatly assists the company in retaining customers.

“Gold Passport, Hyatt’s global frequent guest program, is designed to provide you with the best in comfort, benefits and services. As a Gold Passport member, you can enjoy exclusive privileges including earning free nights with no blackout dates. ” (Introducing Hyatt Gold Passport Exclusives. Available at URL: http://goldpassport. hyatt. com/gp/index. jsp). Loyalty program of Radisson SAS which is called “Goldpoints” also serves as an efficient tool of retaining customers. “Goldpoints plusSM is excited to announce its expansion into Asia and the Pacific. Meeting clients in Tokyo?

Planning a once-in-a-lifetime trip? Whether you are traveling for business or pleasure, now you can earn 10 points per U. S. dollar at participating properties in Asia and the Pacific. ” (Goldpoints Plus. Available at URL: http://www. goldpointsplus. com). A characteristic feature of hotels’ loyalty programs, as the examples show, is association of them with something valuable (such as gold) in order to attract the attention of consumers. Consumers need to know that they are going to benefit greatly from participating in the programs and being loyal to the hotel.

Many hotels also try to establish firm relationships with their customers due to the introduction of new exquisite services. For example, Hyatt has come up with an idea of improving breakfasts for its customers in order to make breakfast experience at Hyatt unforgettable for each one of their customers. “For the first time in company history, Hyatt’s breakfast menu will offer 15 exclusive, signature breakfast dishes at all of its restaurants. Plus, from Seattle to Sarasota and Palm Springs to Puerto Rico, every Hyatt hotel will offer guests four additional selections that reflect regional tastes and traditions.

Tree House Lodge Beach Hotel in Costa Rica, Puerco Viejo

Strengths:

• It is a private reserve, which means people who earn their money from customers are most likely to defend their natural resources. Try to keep the wild places wild. For example, the Free House is built around 6 living trees from salvaged wood and not having any walls.
• There is a botanic garden around the lodge, where every year the owner grows up more than fifty different palm trees NAS eave the largest Helicon collection in the area.
• The complex is located on a 10-acre oceanfront property in the famous Punt VA beach.
• No cars, as a result, the air is fresher and not polluted.
• Total privacy and natural idyllical atmosphere, nobody can disturb you, because houses are far away from each other, which is directly connected with simplicity. Private beach, walking around a minute from Jungle.
• There are a lot of different kinds of activities and things to do. For example surfing, swimming, snorkeling and fishing, White Water Rafting, Chital National Park, Gondola -Monomaniacal Wildlife Refuge, and others.
• Grocery Store is a 5-minute walk from Tree Houses.
• Four different kinds of houses: The Tree House, The Beach House, The Beach Suite, The Erratum House. The Beach Suite has an incredible bathroom more than 300 feet square. Let makes this place more experienced for tourists of over the world.

Weaknesses:

• It is hard to get to the lodge because it takes 30 minutes from the main town of Puerco VieJo.  It will be a healthy way to get there by bike and watching a great tropical landscape. Lack of necessary technology.
• Living without internet access, TV, and other media.
• Soot Analysis of Tree House Lodge Beach Hotel Costa Rica By Alexandra Squandered is a non-profit organization that wants to reach a specific goal is to raise a special amount of green iguanas in a natural habitat.
• A developing market-house via the internet.
• Good possibilities to attract more customers from different countries not only from near-situated countries -Panama, Nicaragua, and Jamaica but also from North ND South America, especially from the United States.
• There is a lot of space where is an opportunity to built new houses to increase a company’s profit.

Threats:

• Natural disasters or weather changing which can destroy extraordinary houses. For instance, cyclones are common yearly existence.
• There is a danger of iguanas disappearance from the Southern Caribbean Coast of Costa Rica by the presence of traditional hunters.
• Usually, tourists take souvenirs for memory in the same way they are stealing a piece of nature.

The aim of this dissertation is to propose a methodology which will help establish whether the brand of the leisure hotel is important when tourists are choosing accommodation.

Objectives

• To find out the factors that will make customers choose one accommodation place over the other.
• To recommend practise that will enable hotels to establish a brand with which customers will be loyal to and consistent.

Introduction

Statement of problem

Competition within the hospitality industry is very high (Choi, 2003; Harvey, 2007) and as the customers seeks to get accommodation from favourite hotels; all hotel brands seek strategies that will enable each to gain a bigger market share. Satisfaction and quality of the service are of magnitude significance in hospitality and marketing studies (Nash, Thyne and Davies, 2006). Satisfaction entails the perceived fulfilment from the product or service given to the customer (Won & Moscardo, 2005).

A hotel in which customers perceive the services as satisfactory is likely to gain a competitive advantage over the rivals. However, it is still a matter of controversy as to whether it is customer satisfaction perceptions in any hotel or just the brand of the hotel that lead to increased customers and hence a bigger market share (Lee, & Heo, 2009).

Research questions

1. Does the brand of the hotel alone lead it to have many customers as the visitors seek for accommodation?
2. Are there other factors that come into play as visitors choose accommodation rather than the brand?
3. Could it be that the most visited brands of hotels be incorporating factors of customers’ satisfaction that attracts customers to the hotel?

Strategy for literature search and assessment of availability of secondary source material

A search will be done in digital libraries such as Elsevier, and Ebscohost for peer reviewed article that report on studies relevant to the study problem.

Secondary research is important as the researcher needs to compare the study to others for the purpose of appraising or criticizing other works in order to establish credibility of findings. Moreover, secondary research is recommended to enable the researcher to fill in the literature gaps rather than report on an already established study. Relevant studies on accommodation and customer preferences for certain accommodation places have been carried out. Kim and Kim Gon (2005) describes brand as an element of customers’ perception in the hospitality firms.

Other than the logo and the trademark, the brand symbolizes both tangible and intangible attributes that represent the business (Bates, 2003). A study by Nash, Thyne and Davies (2006: 529) report on tourists’ preferences to the Scottish Youth Hostels Association (SYHA) which reported the highest number of backpacker visitors as compared to Independent Hostels, Bed & Breakfast, With Family/friends, Self-catering Accommodation, Hotels, Tent or Caravan and Guest House. Read also about hotel reservation system

Self-reporting questionnaires revealed good pricing, location, membership, easy booking and satisfactory facilities (Ogle, 2009) as some of the major reasons for choosing the SYHA in Scotland. The SYHA carries is known to operate differently from other hotels in terms of identifying the customers’ segmentation bases (Inbakaran & Jackson, 2005) and working to meet the customers’ needs. Lee and Heo (2009) conducted a regression analysis to examine the mediating effect of customer satisfaction by comparing corporate social responsibility (CSR) activities and firm value for hotels and restaurants in US.

Findings revealed that customer satisfaction activities do not mediate between the CSR and firm value but positive CSR activities, for instance involvement in environmental issues improve the brand image and increased customer satisfaction (Mottiar, & Quinn, 2003) Kim, Ma and Kim (2006) study’s disapproves brand as the reason why customers will choose accommodation from a hotel. The study focused on the Chinese market; a rapid growing tourism market. Online consumer advertising has been able to reach several Asian consumers as they become more familiarized with internet marketing=.

Hotels that rely on internet consumer marketing, word of mouth (Chiemi & Pearce, 2007) and hotel guidebooks (Forrest, 2007) are likely to attract more customers than those who depend solely on just the brand image (Nash et al. , 2006). Kim and Kim Gon (2005) recognize the pressure that hotels-especially the luxurious and chain restaurants-have acquired in building and maintaining a brand image for the purpose of enhancing performance. Perceived quality, brand image and brand loyalty are highlighted as the factors that enable sustenance of the customer-based brand equity as well as performance of the firm (Budeanu, 2007).

The study of Dazinger, Israeli, Bekerman (2006) determined a behavioural process of customers’ likeability to choose certain hotels for accommodation. The following measures were equated:-brand name, price, rooms, star rating, location, and pool size. Most customers would use price and star rating to pick the destination hotels. Therefore pricing can be an effective tool for long term success, and this should be strategic as overpricing can lead to loss of market share, while low pricing can record low revenues and thus affect the profitability of the firm (Lee, 2005; Waddoups, 2002)

As much as customer satisfaction is an important aspect to be observed in the hospitality industry, employee satisfaction with the job is also a matter of significance (Chun-Min, 2007). Employees deal with customers and it is through them that the customers perceive the image of the company. Mok and Luk (1995) carried out a study on how and why hospitality firms carry out exit interviews on the employees. These interviews are important in helping to identify any challenges that the firm faces, but it is only some of the management that use the information for improving the business.

Some o the exit reasons include unavoidable circumstances, quality of supervision, nature of work and working conditions, and pay. With increased competitive practices in the hotel industry brand alone cannot be the major attractant to the customer’s choice of accommodation. Meidan and Chiu (1995) state that the reservation function is also very important in determining whether the customer will use the hotel’s services or not. The ease of booking a hotel can lead to high occupancy rates and thus increased sales. Hotels thus need to select appropriate methods for booking with an orientation towards customer satisfaction.

Hsieh, Chiu, & Hsu (2008) and Bansal and Elseit, (2004) advocate for customer, market, and competitor orientation activities for firms that need to gain a larger market share. As observed, there are varied views of brand image and its role in attracting customers from all regions to the hotel (Shoval, N. 2006). Some studies show that luxurious hotels strive to create a popular brand image through international affiliation activities, and participation in social and environmental matters (Dief &Font, 2010; Mundet, & Coenders, 2010).

This can pull customers to the brand (Kiessling, Balekjian, & Oehmichen, 2009), but sustaining then requires more than just the brand image (Uysal, & Jurowski, 1994). Providing customer value-added activities could have a higher chance of sustaining the customers, but again the customer segment is very varied (Hsieh, Chiu & Hsu, 2008). Facts can only be established if a study is carried out to determine the customers’ preferences while choosing accommodation (Harley, 1968; Kozak, & Rimmington, 2000; Sirakaya, Uyasal, & Yoshioka, 2003)

Hypothesis

The null hypothesis, “the brand of leisure hotel is not important when customers choose accommodation,” will be measured to determine its significance in the study.

Proposed research paradigm

A combination of both primary and secondary research will be carried out to determine whether the hotel brand matters when it comes to customers choosing a hotel for accommodation. Primary research will be conducted through a survey while secondary research will be conducted through a review of literatures.

Methods and techniques

A survey will be done to determine the factors that contribute to customers’ choice of hotel accommodation. Data will be collected through self-completed questionnaires. The questionnaire items will be subjected on a 5-point Likert-scale in which the respondents will state whether their level of agreement on the statements, in which 1 represents strongly disagree while 5 represents strongly agree.

Procedure

To aid in questionnaire formation, secondary research will be conducted in order to determine some of the reported factors that cause customers to choose certain hotels for accommodation.

Secondary research will be conducted in digital libraries in which peer-reviewed publications of the hospitality industry will be analyzed. The questionnaire items selected will be pilot tested to determine the credibility of the questionnaire. Motivations will be used to encourage the participants to file in the questionnaires in time. This will be issuing out of snacks for those who will have completed the questionnaires. Sampling The sample size will include frequent tourists in 3 major hotels that will be selected.

The criteria for choosing the hotels will be middle sized hotels in which a very popular brand, a fairly popular brand and a brand that is not popular but still records high occupancy rates will be studied. The study targets a sample size of 300 (100 per hotel) and convenience sampling will be used where the hotels staff will assist in handing over the questionnaires to the consistent customers, that is, those whose booking patterns can be predicted.

Proposed approaches for analysing data

The returned completed and returned questionnaires will be analyzed using the Statistical Package for Social Sciences (SPSS) software.

The mean of the overall sample, the standard deviations, and size of the sample for each item on the questionnaire will be checked for major discrepancies using descriptive statistics and factor analysis. A reliability analysis to deduce the Cronbach alpha value will be conducted on the questionnaire items.

Millennium Seoul Hilton Hotel actually carries two brands – the Millennium and Copthorne Hotels and Hilton Familly of Hotels. (The Seoul Times, 2005) The hotel is located in the capital city of Seoul in South Korea. Its convenient location site which is at the foot of Mount Namsan and one half (1. 5) miles from the business district, the Millennium Seoul Hilton has a health club and golf driving range. The guest can also do business in the Executive Lounge or relax in one of seven  restaurants and bars.

Its guest accommodations would feature a deluxe rooms which are spacious and fully equipped with high speed internet access, bathrooms with bathtubs and showers. Rooms have easy chair or sofa. The hotel also features their business rooms, and also the executive rooms. The hotel’s amenities and facilities include an eighty two  foot heated pool, eight  meeting rooms for up to five hundred  guests or participants.

The Hilton HHonors is the main loyalty programme of Millennium Seul . Here, customers earn both Points and Miles for stays at more than 2,800 hotel worldwide and airline miles with over 50 airline partners. And the hotel offers several unique ways to pile on the points — earn them through hotel stays or with participating credit cards. And when the customers are feeling generous, they can transfer them to family or friends who are also members. Based on the study by Wirtz et.al. (2007), such programme, if found to be attractive would have a positive impact on cash spending of guests, regardless of their attachment to the company. The implication of this, is of course, continuing to develop this programme so as to make it attractive, not only to members, but also to non-members as well. In an interview with Berhanrd Brenner, General Manager of the hotel, by The Seoul Times (2005), the top man of Hiton said that having the status of being one of the best hotels in Seoul did not come easily.

According to him, the driving philosophy here is to prioritize people first before profit. In that way, he believes that greater profit is due to having satisfied customers which return often. Client loyalty is assured by predicting all scenarios and designing innovative solutions to address issues. For instance, a certification programme was initiated on January 2005 for the hotel’s 32 managers to give reports regarding contamination of food and problems of electrical facilities as well as provide training to give emergency medical care.

The hotel also has an Areno Night Club which feature live performances from bands to entertain customers from all ages. The Korea National Tourism Organisation was also tapped in to operate the within hotel premises. Thus, incoming foreigners and residents would see enhancements in hotel services and features. The Seoul Times also report that the hotel management has good relation with the hotel union despite the fact that labor and management issues are rampant in Korea. Disputes were avoided by providing care for all his employees. As a matter of fact, education subsidy at an Honor University is available for all employees. In monetary terms, this grant was equivalent to $1,000 in 2005. The report also explains that the reason why Mr. Brender was able to symphatized with the employees is that he also passed through the ranks.

The achievement of quality by Ritz-Carlton Hotel will mean that the hotel has met its operational target goals. To monitor the hotels success towards the achievement of quality, the hotel should use six-Sigma which will enable the company to measure defects in the organization. Six-sigma is very important as it will enable the company to measure its success towards quality achievement (Milgate. M. 2004). This is because once a defect is noticed in the hotel functions, then the company will work on reducing the defects so as to improve on the quality of its services.

Achievement of quality leads to high level of customer satisfaction and also leads to high numbers of customers. As a way of monitoring the achievement of quality, the company should assess the external and internal quality to ensure that there are no complains from customers. The company can also assess the delivery of services to customers as by doing this it will be able to assess the improvement in the quality of the provided services (Paulk. Et. al. 2007). Therefore, the company should assess the efficiency of its operations and do the necessary improvements so as to ensure the success of its quality.

Actions required in proving quality A company’s slogan of providing quality should match its actions. Therefore several actions should be expected in company whose slogan is to provide quality services. It is one thing to talk of providing quality and another thing to provide quality. The best action to prove quality is to provide quality services and goods to ensure customer satisfaction (Paulk. Et. al. 2007). For example, the goals of Ritz-Carlton is to ensure 100% customer satisfaction failure to which it stands high chances of losing the guests to competition.

For a company to prove its quality, it should also ensure that its employees are highly trained to ensure that they are self directed. Well trained, qualified and informed employees are usually in a better position to make decisions which are for the bets of the organization. To prove its quality the hotel should exhibit efficiency in its external quality which is the level of customer satisfaction and the internal quality which includes the internal operations (Milgate. M. 2004). For example Ritz-Carlton Hotel should ensure its internal quality like includes service delivery, housekeeping are efficient.

Efficient internal and external quality is a good prove of quality. Companies should therefore commit themselves towards meeting the customer expectations and making sure the companies are free from deficiencies. Example of how it costs the Ritz-Carlton less “to do things right” the first time The name of the company “Ritz-Carlton Hotel Company” evokes quality and luxury and the company treats quality as if it were the heartbeat of the company. The fact that the company had already initiated a quality control program enabled it to do the right thing or it enabled the company to produce quality services to its customers at a low cost. Read also about hotel reservation system

That is the company ensured that its operations which range form room service delivery, guest reservation and registration, breakfast service and message delivery were always efficient and this costs it less to provide quality. When the internal processes are efficient, then it becomes cheaper for a company to produce quality services. The company also has a good reputation and this led to provision of quality services at low cost since the good reputation of the company enabled it to gain a competitive advantage (Paulk. Et. al. 2007)

The ability to market a hotel in the appropriate way to the appropriate market is essential to the success of the business. For this to succeed, those in key roles need to understand the product that they are selling and the market to which it is being sold. Managers maximize their returns through understanding the market they are operating in and applying those marketing techniques that can best attract guests. Hotels are a service industry.

Hotel products have the following characteristics: inseparability, intangibility, perishability, and variability. As society has changed, with people having more disposable income and more free time, there has been a growing awareness and desire by a greater number of people for service-orientated products such as hotels. Along with this growth, understanding is needed for the products that are being marketed. Since the early 1960s many marketers have been using the “4Ps” marketing mix:  product,  price,  promotion, place.

Consideration is given to the change that would result from varying the product, price, promotion, and place in achievement of the organization goals. However, use of the 4Ps is limiting when considering a service orientated business such as a hotel as it does not adequately reflect the complexity of the product. In response to the limitations of the 4Ps marketing mix, Booms and Bitner (1981) proposed a 7P marketing mix. These 7Ps included the 4Ps, adding People, Process, and Physical evidence.

Statement of Problem

Marketing mix plays an important role in enhancing business efficiency of enterprises. Nowadays, it does apply to not only the material products but also the services, lodging service for example. The marketing mix has affected dramatically customer satisfaction, cutting edge of competitiveness of service enterprises… Saigon Morin Hotel is well-known as the leading hotel in Hue. However, it has been strived to overcome threats coming from the market. Above all, they are faced to the new potential competitors, such as Celadon Hotel, La Resident Hotel, Hue Green Hotel, etc.

In order to enhance the business efficiency of Saigon Morin Hotel, the study was carried out on the efforts putting the marketing mix into practice from the customer viewpoints, from which solutions was made to improve the marketing mix for the hotel businesses. The aim of my research is to assess the implementation of marketing-mix product stay at Hotel Saigon Morin, which focused analysis of state marketing-mix elements of the hotel, identifying constraint. The purpose is to propose solutions to improve marketing-mix policies contribute to resolving the issues.

Methodology

Research of my topic will require the collection of many statistically figures and hard data. For this reason, I will collect a good part of the data from online sources and files. The theoretical framework is based on “Principles & Practice of Marketing” book by Jim Blythe. This framework illustrated the outline of marketing planning process for service organizations. However, the phase of formulating marketing objectives and strategies will be focused.

When researching the Saigon Morin Hotel, I will depend highly on files and documentation of statistical figures as well as my ability to collect information from managers and employees via the interview process. A good part of my research period will be spent in Hue city interviewing Saigon Morin Hotel customers and non Saigon Morin Hotel consumers alike to gain differing perspectives on the hotel industry. Interviews will be conducted with the help of my uncle who is currently working for Saigon Morin Hotel.

I plan to spend time in this hotel interviewing customers and employees of the hotel to understand how this hotel has personally affected the people. Furthermore, I plan to spend a brief period in this hotel interviewing the Sales and Marketing manager in order to understand how the people at base of this hotel industry have been impacted by the global expansion of this hotel. Lastly, observational skills will be essential in all stages of my research in order to gain a first-hand perspective of the role that 7Ps plays in the success of the hotels and analyze how 7Ps affected in the operation of this hotel industry.

This research has numerous restrictions that must be taken into account for including: a short time frame, my level of experience, my skills in research methods, language barrier. I remain optimistic that all the limitations foreseen can be overcome.  Built in 1901 by French, the Morin Hotel is one of the oldest hotels in Vietnam. Survived through many wars, this is more than a hotel. It is a part of the history of Hue city in the last 100 years. Now lovingly restored to its century-old glory, Saigon Morin is once ready to live up to its reputation as the choice of celebrities, intrepid adventures and businessmen.

The Hotel offers everything a discerning traveler would expect form a world class hotel without sacrificing the old world charm that made the Morin Hotel legendary.  According to the statistics, customers staying in Saigon Morin Hotel stated that 88% people are willing to recommend this hotel to others. What is more, the level of this hotel among 123 people is listed below: Excellent: 52 people Very good: 45 people Average: 15 people Poor: 7 people Terrible: 3 people Ms. Phika from UK said “Great Hotel in Hue. We stayed in a deluxe river view room.

There are marble floors in the hall and bath, the rest is hardwood and it is creaky… no sneaking quietly to the bath at night. The room was bright, the lighting good with one window wall with a view of the Perfume River. The plumbing is very modern and cool. The king size bed is comfortable and elegant looking when you arrive. The pillows to sleep on were huge and gave neck pain the next day, so I ended up sleeping on a smaller decorator pillow. The staffs are very helpful and kind. The included buffet breakfast has a good selection and lunch is good at $9 U. S. for pizza/soup or sandwich.

The fitness area really needs a better lay out! Right now the bathrooms are in the restaurant, the equipment in an open area and a shower outside with a curtain. You would have to dry off and dress in the shower. Other than that, it is a wonderful five star hotel and we certainly would use it again. ” Ms. Susan Skate from Florida, America said: “Loved this hotel! I’ve been all over the world on business, and I’ve rarely had a bigger or more beautiful room, complete with lovely seating area with French doors opening onto a balcony that overlooked the riverfront street below.

Staff was friendly, food excellent and the halls were lined with vintage photos of the colonial days of Hue, perhaps Vietnam’s most beautiful city. If you’re here on business, internet connections were good, though allow time to see this fabulous city! ” Characteristics of the hotel guests source Customers primarily Saigon Morin Hotel is the tourists that require high quality good service and high affordability. Situation of customers and fluctuations target market of the hotel were studied through data in the period 2002-2004. Market primarily Saigon Morin Hotel is international guests.

International visitors in 2002 accounting for 94. 6% of total visitors in 2004 accounting for 92. 7%. Particularly in 2003, the proportion of international visitors was reduced to 86. 5% due to the impact of the Sars epidemic. Most come from France, America and Japan. Total number of visitors from these three markets account for more than 50% of international tourists and visitors from other sources in this market also tends to increase over the years in the period. Based on these statistics, the project has identified target market is the French market customers.

Two very large market potential for hotel focus is directed to the American market customers and customer markets in Japan. 2. Fluctuation on the number of guests to the hotel – the seasonal Observation chart shows the fluctuations of the number of visitors over the months in 2002 and 2004, we easily recognize the seasonal computer products stay in the hotel’s Saigon Morin. High season welcoming guests of the hotel is between October and March next year. At this season, booking a large volume, while the capacity of the hotel reception is limited, therefore, the planning reception guests are considered the most important work.

In the summer, although the peak season for domestic tourists but Saigon Morin Hotel start season away customers because the weather is too hot at this time – type the harsh summer climate is not suitable for travel habits calendar of most tourist Europe, America. Review the implementation of marketing-mix elements of the hotel Topics conducted evaluating the implementation of marketing-mix elements based on the reviews of customers about the marketing policies of the hotel. Likert scale used to measure customer perception of marketing policy of the hotel.

For policy products, the average score of the criteria are evaluated fairly high, above 4 points. However, the needs of customers around the fact that so very diverse in some criteria are relatively large standard deviations. ? For pricing, the average score in the range from 3 to 4 points and standard deviation of the statistics does not show that most large customers are not really happy with the pricing of the hotel.

Considering on the market aspects these results show the status of supply and demand larger customers to accept higher prices. Here, again explained the strategic pricing Skimming price of the hotel.  For distribution policy, customers were able to evaluate better identify and meet customer needs by staff in the hotel. This is actually a strong point of the hotel because of the ability to identify and meet the needs of customers will stimulate more customer needs a new higher level, more diversified.  For policy promotion, customers appreciate the content information of the hotel product. With the significant  0. 05), the average standard deviation is 4. 26 and 0. 98 has shown the influence of information content of the advertising message to the detailed evaluation of customer policy in promoting the hotel product.  Analysis of factors affecting the policy development for the product marketing mix-stay hotel By using the factors selected for study evaluation of marketing policies of the hotel as independent variables affect the overall assessment of policy marketing-mix of customers, we use the model feedback Stepwise Regression for the rules selected variables affect the feelings of many customers.

The analysis of factors affecting the distribution policy of the hotel Regression Stepwise regression method was chosen two elements are related closely (linear relationship) with detailed reviews of customers about the distribution policy of the hotel is its pure in professional welcome guests Practices and the level of utility system needs to receive bookings for guests. Here are two factors that customers place the greatest concern expressed about the level of satisfaction in marketing distribution policy-mix of the hotel. The analysis of factors affecting the promotion policy of the hotel From the results on the treatment Regression Stepwise regression models, has identified two factors of group policies to promote products is related linearly to detailed reviews of customers about the marketing-mix policies. Thus, if the hotel focuses on content selection to promote an effective way to increase customer reviews a review on the content level of customer satisfaction marketing-mix policies of the hotel will increase 0. 207 points.

Similar explanation, we will see the impact of the selection methods to promote products to the effectiveness of marketing-mix policies of the entire company. People refer to the customers, employees, management and everybody else involved in it. It is essential for everyone to realize that the reputation of the brand that you are involved with is in the people’s hands. To be able to understand those characteristics it is necessary to comprehend the basic human characteristics of needs, wants, and demands. People, including employees, stakeholders, and guests, are the core component of the hotel industry.

A key part of marketing a hotel to the guest requires an understanding of the needs, wants, and demands of the potential and returning guest.  Needs – human beings have many basic needs including food, clothing, safety, feeling of belonging, and so on. When these basic needs are not met the person takes one of two actions:  looks for an object that will satisfy the need, or  tries to reduce the need. These are influenced by individual personality and culture.  Wants – communication of needs – wants are viewed as things that will satisfy needs. Demands – buying power of wants – people have many wants, but may only have limited ability to purchase; when a person has the ability to purchase a want it becomes a demand. The decision to purchase a hotel product normally begins with a need and is affected by some type of stimuli, for example a television commercial, a newspaper advertisement, or the Internet. In many situations the development of a need is a subtle process. Although it may be observed that some people suddenly express that they need something, often this is the outward expression of a developing inner feeling of need.

Training has to be on a wide perspective as, even nowadays, there is a big demand of basic training skills, the hotel industry will need, in the near future, a big number of well-trained staff at all levels of the structure, from top management to basic staff like waiters, etc. It refers to the methods and process of providing a service and is hence essential to have a thorough knowledge on whether the services are helpful to the customers, if they are provided in time, if the customers are informed in hand about the services and many such things. The development of needs in the consumer is a major component of marketing success.

In the selection process, customers make repeated decisions as they continually attempt to satisfy their perceived needs. Potential customers looking for a hotel room make a number of decisions when choosing where to stay. The process that they go through in the selection of a product is important for hotel management to understand. Management should know  that a particular hotel will be evaluated differently by different guests, where a particular guest is satisfied with one hotel that they may be dissatisfied with another, and  the perceptions of guests change over time and with experience.

The decision process by potential guests is a complex process. All consumers are the same, they are influenced by numerous factors such as personality, culture and so on. When their needs are put into a condition where they can be communicated they then become wants. There are the things that a person perceives as having the power to satisfy their needs. This is the beginning of the search process, and the selection of alternatives that would have the ability to satisfy the needs. Although a consumer may identify many needs and wants, not all of these are converted into a demand for a product.

As a result of limited ability to purchase, only a few of the needs and wants may be converted into demands. The ability to purchase relates to the many factors that make up the individual, which include such things as age, income, life experience, gender, previous purchase experiences, etc. An important part of the marketing process is therefore to understand those characteristics that make us individuals and to try to recognize this in such a way that there is a large enough market to successfully target.

This process is called market segmentation. To adapt all organizational processes, public and private, in order to become highly competitive in the markets. Other problems exist in the policy-mix Marketing By studying the status of development and implementation of policies for marketing mix products stay hotel, the project has discovered a number of problems exist as follows: First, the policy of the hotel product still matters inadequacies, not bring high satisfaction to customers.

The most noteworthy point is the system of complementary products of the hotel also monotonous and lack of tourists has found that demand true. Second factor in the pricing information of the product has not stay just lack sufficient flexibility has become a problem hindering attraction of the hotel guests. Thirdly, marketing plan of Saigon Morin Hotel was a matter of professionalism in the process of distributing products to the market (actually done work and selling) of the hotel still many problems to overcome. Finally, the existence of the work is to promote and advertise products.

Besides the way of marketing effectiveness, creating a good impression to customers, policies to promote products of the hotel is still a gap between supply and demand. The solutions to improve the policy mix in Marketing-Hotel Saigon Morin . A good quality service when it meets the needs and expectations of customers. Therefore, the policy development products, hotels have researched the ability to match the product to market, especially the target market.  For high culture and art of receiving and processing feedback from customers.

Upon receiving the feedback from customers, the receiving departments must explain how, skillfully handled in the shortest time.  Hotels have agreed a methodology than science products, has had to rely on the specific objectives of the hotel as input costs, power use prevention and plans for sales but also to based on factors beyond the control of seasonal businesses such as computer, the competition in the market.  In reality, there are some guests are not as profitable but higher for hotels large effect in promoting the image and enhance the prestige of the hotel.

In this case, the hotel should not be too focused on sales targets which must seize the opportunity to perform activities public relations (PR – Publish Relation).  Hotels must continue to improve the system of distribution channels. Special consideration must be to develop more representative offices in the domestic market and a source of major customers such as Japan, America, Germany. Activities to promote, promote products must consider two issues mainly the content and methods to promote products. Depending on the object receiving the broadcast messages must be designed to match and bring the most effective.

Conclusion and Recommendation

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. Marketing-mix of the overall effort of the business, it is not just built for a tangible product, but also often made for products and services such as product staying. Elements of the marketing-mix is as extremely important role in directing the business operations of the hotel stay and raise the competitiveness of the hotel market.

Study of components marketing-mix policies of the Saigon Morin Hotel, we found that, besides the outstanding marketing can be effective for products of the hotel, there are still some problems exist as a system of complementary products also monotonous, lack of product has its own characteristics and meet the demands of the customer (product), pricing policy of the hotel still lacks flexibility, the valuation information to customers lack sufficient (Price), the procedure has not reached professional levels of expertise (distribution) and methods to promote the product not really effective, it is still a gap between supply and demand (Promotion). This reality requires the hotel to soon have the marketing policy adjustment in order to comply with the requirements of the market in the near future.

Recent years, people tend to go for vacation, trying to get themselves away from the hustle and bustle of life as well as escaping from reality. Usually, the vacation spots they travel around the world are far from their home. Most of them end up choosing hotels as they need a place to stay, sleep, and eat (UK Essays, 2016).

This is where the hospitality industry comes into play (Frink, 2009); therefore, hotels can be seen almost everywhere. Since more and more people travel around the world, globalisation has become a significant driver of the hotel industry. According to Erin O’Neill (2018), the term ‘globalisation’ refers to a trend towards a more integrated global economic system, it is a continuous process in a business that crosses into the economic, political, legal, technological, and cultural spheres.

In the 21st century, to keep up with the rising levels of globalisation in the hotel industry, there’s a need to know not only the positive but also the negative impacts of the globalisation of the changing environment in which they operate. This essay emphasizes both positive and negative impacts of globalisation in the hotel industry and explain how to rectify the negative impacts.

First of all, let’s talk about the positive impacts of globalisation in the hotel industry. The very first positive impact will be exposure to different cultures. Erin O’Neill (2018) states that the travel prices has directly impacted by the globalisation of trade and the economy. Greater competition makes pricing more competitive and contributes to the low-cost carrier model in the aviation sector.

People can now fly around the world at reasonable prices as low-cost carrier models are providing cheap services to reduce costs. This has made it easier for travellers to experience new cultures and has made it increasingly essential for professionals in hospitality to understand and cater to different people.

Peoples from all over the world regarding different cultures are visiting other countries. The hotel staffs must understand the culture of different countries as they have more opportunities to provide the best service to these guests. Thus, they get to learn more about the different cultures of their guests, especially the managers, as they often mingle with people from all walks of life (“Impacts of Globalisation,” 2013).

This has enhanced their knowledge inadvertently. Another positive impact is a larger market. Due to globalisation, the customer base has increased exceedingly (“Impacts of Globalisation,” 2013). Nowadays, there are several reasons for people to travel; whether it is for business, holidays, health, et cetera. As a result, this has expanded the market for the hotel industry, with its main income originating from international tourists.

In addition, technology advancement is another positive impact due to globalisation. To appeal as many guests as possible, hotel organizations must keep up with advancing technology. They need to upgrade and make further improvement constantly in both their products and services, getting an edge in the competition. For instance, the Singapore Flyer is using the express and latest technology in the hotels, which satisfied their guests (“Impacts of Globalisation,” 2013).

Another example would be the hotel room keys that have undergone revolutionary changes due to technological advances, with the next phase of development has turned them into data for use on guests’ mobile phone. The next positive impact is about creativity. There are always new ideas coming up to constantly improve technology in order to satisfy the guests. Moreover, increase in job opportunity is another positive impact.

With the increasing number of tourists coming into our country, more hotels and people are needed in the hotel industry to serve and cater to their needs. Therefore, there are a lot more jobs available for people within the hotel industry with the advent of globalisation. An example would be the Book of Toyota. When opening in Japan, it made 2000 direct and indirect job opportunities (“Impacts of Globalisation,” 2013).

Thence, globalisation helps to create more job opportunities. Furthermore, globalisation boosts the economy of a country. By having guests to come in and spend money, it acts as a multiplier effect, and as a result, foreign exchange increases. It brings a huge economic growth by having globalisation to help pump in money into the country (“The Impacts of Globalisation”, n.d.).

Although globalisation brings many positive impacts in the hotel industry, it also brings negative impacts at the same time. Here, I will explain a few negative impacts of globalisation in the hotel industry. The very first negative impact is the language barrier. As globalisation in hotel industry continuously develops, people from different countries can be employed as the hotel staff. In fact, hiring people from other countries as the hotel employee can be cheaper compared to hiring the locals. However, sometimes they may face problems communicating with the guests due to the language barrier.

As a result, guests tend to get annoyed and irritated. So, globalisation can lead to a language barrier. Some may even end up with miscommunication as they meet people with different cultures and languages that they are not familiar with. This leads into the next negative impact which is cultural barriers. As there are always guests who have different cultures, we should always make sure that we do not offend them.

For example, we know a Muslim do not eat pork, so we must make sure that they are not served by food which contains pork. We should always remember: “What acceptable by one culture may be frowned upon by another” (“Impacts of Globalisation,” 2013). Also, seasonal employment act as another negative impact. In every peak season, there are lots of jobs available but whenever peak seasons end, jobs disappear as tourists go back.

This creates unemployment and poverty in places that are heavily dependent on tourism. Goa in India can be an example of this. The locals in Goa can only get their income during peak season, which is December to February and April to July. In other months, they have no business so people there have no jobs and income (“Impacts of Globalisation,” 2013).

Another negative impact would be the increase in the crime rate. As a country is getting more and more tourists, crimes issues such as pickpocketing, raping, hustling, smuggling happen (“Impacts of Globalisation,” 2013). On top of crime rates, visitors who come to our country and spread their bad habits like drug using or selling, promiscuous actions to the local youth can also be worrying.

On the other hand, globalisation can bring negative impact to developing countries. These countries tend to lose out tourists because they are unable to compete with the lack of technology. They cannot keep up with technology advancement (“Impacts of Globalisation,” 2013). For example, a land with beautiful natural attraction, Africa.

Even though Africa has lots of natural attractions, it does not have enough infrastructure and advanced technology yet to attract most of the tourists (“The Impacts of Globalisation”, n.d.). The conditions must be improved to increase the flow; otherwise, tourists can choose from a wide variety of oceans. Another negative impact is the events and disasters occurring in other countries. Our country may be affected when an event or disaster happened in other countries.

For instance, fewer people want to spend money due to the financial crisis; people tend not to travel to a certain country if there is an increase in terrorism (“Impacts of Globalisation,” 2013). Next, small hotels are being extinct. Many small hotels are not having the lavish and luxurious facilities. The owners are facing difficulties as big hotel groups are coming from India. Big hotels owners tend to give higher salary and opportunities to employees which will take away the employees in small hotels (“Impacts of Globalisation,” 2013).

Thus, small hotels are slowly being extinct. Last but not least, globalisation harms the ecosystem. We can see garbage everywhere, wildlife being harmed or killed, more and more green areas are removed. Consequently, people get sick; wild animals face the crisis of extinction and global warming happens.

As we can see, globalisation can bring a lot of negative impacts. So, what can we do to rectify these negative impacts? To solve problems caused by the language barrier, we should make sure all hotel staffs to be trained efficiently in language. As for the cultural barrier, a hotel should do deep research about the location first before starting their business. Research on religion, cuisines, and standard of living should be done to avoid offending guests (“Impacts of Globalisation,” 2013).

Besides, whenever any events or disaster happened in any country, the neighbouring countries should always try their best to help. For instance, India helps Japan by sending food packages when huge destruction took place because of earthquake and tsunami (“Impacts of Globalisation,” 2013). Moreover, as the world keeps changing, every industry should be modernized with advanced technology to avoid facing heavy loss.

Developing countries should try their best to attract foreign business while developed countries should help these countries in getting modern technology to make them successful (“The Impacts of Globalisation”, n.d.). Dealing with bad habits, every individual should put an end to them.

Furthermore, small hotels can try merging with a big or brand hotel group to increase their business and compete in the market (“The Impacts of Globalisation”, n.d.). In order to minimize the impacts to ecosystem, hotels can incorporate energy saving technologies, renewable energy supply, recycling, save water, purchase product in a bulk and so on (Lawson, 2017).

In conclusion, globalisation has become a key issue for hotel industry in this era as the level of globalisation is constantly increasing. Hotel industries need to have awareness to both the positive and negative impacts of globalisation to keep up with the rising levels of globalisation.

Meanwhile, they should try their best to rectify those negative impacts to maintain their guests’ loyalty and business. Hotel companies must learn various types of management methods to further develop and survive under the highly uncertain environmental conditions. We must note that only those who are able to plan and change for uncertainty at the same time ready to react to global issues with speed and resolution will be success in return.

They can predict, identify and solve problems in the context of their organizational goals and the complex society which has been globalized day by day. Normally, successful hoteliers can only get their hotel’s name well-known and admired by going through those hard times.