This study provides the critical evaluation of the tourism and hospitality industry which is one of the significant sectors of the economy. In order to conduct the research, this paper has chosen the Grace Sydney Hotel of Australia which is situated in the Gold Coast beach. As discussed by Ruhanen et al. (2015), the tourism is one of the crucial sectors which contributes more than A$ 47.5 billion to this economy. This is equivalent to 3% of the Australian GDP as measured in the year 2016 (Tourism.australia.com 2018). The famous tourist spots of Australia are Great Barrier Reef, Sydney opera house, blue mountain national park, Sydney Harbor Bridge, Fraser Island, Bondi beach, and so on. In every year, many tourists from different countries make a trip to Australia in order to visit all these spots (Abs.gov.au 2018). From the discussions of McLennan et al. (2017), this fact is clear that this business organization has establish a strong relationship with their customers. Besides that, this resort provides various opportunities to the customers such as playground, pool water slide, water park, fitness room, tennis court, car parking, free Wi-Fi and so on.
This section of the paper provides all the elements of the business operation of this Grace Sydney Hotel.
As mentioned by Solomon et al. (2014), this hotel provides various kinds of services in order to make the guests satisfied. More precisely, this hotel arranges wedding ceremony, business meetings, conferences, academic seminars and several events as well .
Menon et al. (2015) have mentioned in a study that this hotel is situated in the Hunter Street of Sydney. Besides that, the hotel runs their operations thorough their web page in which the customers can directly contact them.
The Grace Sydney Hotel follow various types of pricing models for different kinds of services such as the family fun package, conference package and so on. As mentioned by, Solomon et al. (2014), this fact is clear that usually, they charge $540 per night .
The main purpose of this hotel is to provide the best services to their customers at the reasonable price. This would help them to achieve their trust and loyalty of the customers as well as maintain a good relationship with them .
As discussed by Armstrong et al. (2015), the branding is a significant strategy used by the Grace Sydney Hotel. By the branding strategy, the hotel can make their customers aware about their latest services as well as products. In other words, the purpose of this brand positioning is to create a unique image about the company on the customers’ minds.
Mistilis et al. (2014) have mentioned that in order to promote the services, the Grace Sydney Hotel has implemented some marketing strategies. Apart from that, the hotel uses both the traditional as well as digital marketing policies in this recent period
Though this hotel has achieved immense popularity among the customers, still it should implement some innovative ideas in order to face the competition from their viral companies. For example, the hotel may have an auditorium which would organize different types of cultural programs like drama, music concert, dance performance and others (Menon et al. 2015).
It can be expected that this plan would definitely satisfy the customers as they would enjoy the cultural programs. At the same time, the young talented people would also get a platform in order to show their talents to the people.
In order to make the plan the successful, the company has to make the customers aware about this as has to make proper marketing policies as well.
In this case, the Grace Sydney Hotel should choose their target customers before providing the service to them. Following the arguments of McLennan et al. (2017), they should choose those people who prefer these cultural shows.
The promotional mix of this Grace Sydney Hotel would incorporate advertisement, direct marketing, selling, sales promotion as well as public relation.
As discussed by Mistilis et al. (2014), the company has to send some of their representatives to different areas of Australia. They would make a face-to-face conversation with people and make them aware about the cultural events which would be launched by this hotel.
Armstrong et al. (2015) have mentioned that this public relation is executed by the business organisations in order to communicate with their customers.
Following the discussions of Mistilis et al. (2014), the Grace Sydney Hotel should implement various types of advertising policies for promoting their new service. They may give the advertisements on the television, magazines, newspapers, websites, banner, social media and so on.
As mentioned by Menon et al. (2015), the company may give various types of things such as gift voucher, exchange offer, discount and so on to their customers.
Armstrong et al. (2015) have discussed that the direct marketing is a particular type of marketing which is conducted through emails, telephone calls, websites as well as online advertisements. On the other hand, the Grace Sydney Hotel should implement various types of digital marketing strategies using Facebook, Instagram, Twitter, Web page, YouTube and others.
References
Abs.gov.au, a. 2018. abs.gov.au [online] Available at: https:// abs.gov.au [Accessed 30 May 2018].
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction. Pearson Education.
McLennan, C.L.J., Becken, S. and Moyle, B.D., 2017. Framing in a contested space: Media reporting on tourism and mining in Australia. Current Issues in Tourism, 20(9), pp.960-980.
Menon, A., Bharadwaj, S.G., Adidam, P.T. and Edison, S.W., 2015. Effective Marketing Strategy-Making: Antecedents and Consequences. In Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference (pp. 224-224). Springer, Cham.
Mistilis, N., Buhalis, D. and Gretzel, U., 2014. Future eDestination marketing: perspective of an Australian tourism stakeholder network. Journal of Travel Research, 53(6), pp.778-790.
Ruhanen, L., Weiler, B., Moyle, B.D. and McLennan, C.L.J., 2015. Trends and patterns in sustainable tourism research: A 25-year bibliometric analysis. Journal of Sustainable Tourism, 23(4), pp.517-535.
Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Pearson.
Tourism.australia.com, t .2018. tourism.australia.com. [online] Available at: https://tourism.australia.com [Accessed 15 Apr. 2018].
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