Question:
Discuss about the Sustainable Tourism Services Marketing.
Service marketing is an integral part of the business as it is all about promoting service range of the business so that a large number of customers can be easily influenced with the help of this. Further, in the modern era with the rise in the level of competition in the market, it has become necessary for the service delivery companies to promote their services in the proper manner with the motive to manage their overall performance in the market. Further, large numbers of companies are indulged into the practice of delivering the different type of services that well meets the expectations of the market (Wu, Mattila, Wang, & Hanks, 2016). The present study carried out is based on Marriott hotel Australia the company is a diversified hospitality firm that manages and operates a wide chain of hotels along with the lodging facilities. The company has the global presence, and it carries out operations in different markets with high-quality service so that expectations of its target market can be satisfied. The present report focuses on analyzing the services of the business management along with the target market of the service provider.
Marriott international is one of the leading hospitality firms in the market where operates around 600 franchises and properties worldwide. The Company has diversified portfolio of resorts along with the hotels through which needs of the customers are satisfied. The range of services offered by the company involves hotel service through which accommodation, food, and beverage, banquet bar, courier service, medical facilities, fax options, etc. are delivered to the target market (Saleem & Raja, 2014). Further, the company has its own resort through which organization focuses on delivering high-quality service to the target market and this, in turn, acts as the development tool for the enterprise in every possible manner.
The hotel service of Marriott has been accessed in Australia where the accommodation and restaurant service provided a remarkable experience. Further, the marketing activities of the Marriott hotels in the Australian market is quite effective where with the help of effective promotional tools proper information is shared by the company with its valuable customers. The accommodation service provided a remarkable experience where proper services were delivered which is above expectation level (Morosan, Bowen, & Atwood, 2014). In terms of food and beverage high-quality food was served that was not consumed before. Apart from this, staff members have proper knowledge regarding service delivery, and their behavior was quite positive. Marriott has adopted proper quality standards, and this is the main reason due to which company is able to satisfy the need of the target market easily (Mooney & Slobodian, 2016). In short as a consumer my experience was unique, and I was highly satisfied with the accommodation and food service of the company. Proper facilities were rendered to me and the initiatives taken by the business for satisfying customers needs are highly appreciable.
The main target market of Marriott hotel in Australia is corporate, families, leisure and business travelers. Further, different types of services have been developed by the company for these target groups, and in turn, the marketing activities are designed differently so that every type of customer can be attracted easily (Malhotra, 2015). This is the main reason due to which customer base of the enterprise is quite strong, and business is efficiently performing in the market. Positioning has been done by the organization on the basis of prime location and luxury living which is one of the main attribute of the Marriott hotel behind conducting its operations in the market. Further, the main key attributes of the target market of Marriott hotel is that they prefer to access luxury and high-class service that meets with their standard.
Generally, people who belong to high and luxury class are the main target market of the hotel and for attracting a large number of customers with the help of different promotional modes. Effective marketing strategies have been employed by the business that supports in the lot in attracting the high-class customers. For effective segmentation, the most appropriate criteria are income level and on the basis of occupation (Lacey, 2015). It has been identified that Marriott hotel segments its market on the basis of their income where it is not possible for people with low income to access the services of the enterprise. Apart from this occupation is also considered as one of the most crucial factors that support in segmenting the target market. Mainly business class, leisure and another form of travelers are segments for maintaining business performance for the longer period (Bilgihan & Bujisic, 2015). This type of segmentation criteria has contributed a lot to the success of the business and in turn, has supported to accomplish the desired goals and objectives.
Apart from this, the key attributes of the target market of Marriott is that they prefer to access high-quality service, belongs to luxury class, considering quality as one of the main attribute while accessing any service, ready to spend high income on the hospitality service and focuses on obtaining service that can satisfy their actual need (Kandampully, Keating, Kim, Mattila, & Solnet, 2014). So, these are some of the key attributes of the target market of Marriott hotels. So, this directly provides the key facts about the target market of the business along with the different marketing strategies employed for satisfying their need in most appropriate manner.
The service operation utilizes the entire elements of the marketing mix in the proper manner, and this leads to favorable results for the business (Cvelbar, Grün, & Dolnicar, 2017). The main motive behind employing elements of the marketing mix is to influence the purchase decision of the target market. Below are some of the key marketing mix elements that are utilized by the business and they are as follows:
People: All the employees who are indulged into the practice of delivering service to the target market such as accommodation, food, and beverage, etc. have adopted the unique way of entertaining customers. Further, they possess right skills and knowledge for meeting the needs of the customers. It has been identified that the style of welcoming customers and rendering them additional service is quite unique and this is the main reason due to which Marriott hotel is also to retain its customers for long period of time (Magnini & Simon, 2016). Further, it is a well-known fact that people are one of the elements is most significant in the marketing mix and due to this, it has been managed by the hotel properly so that its customers can be managed easily. Apart from this, proper training is delivered to the employees so that they can understand and satisfy the requirement of the target market in a unique manner.
Promotion: Marriot hotel has adopted the unique strategy for promoting its service range. The company offers innovative incentives to its clients with the motive to maintain customer loyalty. Along with this, the company offers vacations, gifts, free merchandise, upgrading room as a key part of its loyalty program (Bowie, Buttle, Brookes, & Mariussen, 2016). Recently the organization has introduced high-impact ad campaigns where main stress is on increasing brand awareness.
Price: Marriott hotel as one of the multinational company has targeted upper class, honeymoon planners, luxury class people, etc. The company has adopted premium pricing strategy where prices of its services are kept high, and through this, it becomes the company to distinguish its services from its target market (Bolton & Mattila, 2015). With high prices also company is able to operate efficiently in the market and its customer base is also strong that leads to high profitability and sales volume.
In order to operate efficiently, some recommendations to Marriott hotels are present, and they are as follows:
Conclusion
The entire study carried out has supported in knowing about the significance of service marketing concerning Marriott hotels. All the range of services offered by the business is of high quality where the main target market of the company is upper-class people along with the business class etc. Further, it has been identified that all the marketing mix elements are managed properly by the business such as people, promotion, price, etc. This has somehow managed the overall performance of Marriott hotels in the market, and its customers are highly satisfied with the service range.
References
Bilgihan, A., & Bujisic, M. (2015). The effect of website features in online relationship marketing: A case of online hotel booking. Electronic Commerce Research and Applications , 222-232.
Bolton, L. E., & Mattila, A. S. (2015). How does corporate social responsibility affect consumer response to service failure in buyer–seller relationships? Journal of Retailing , 140-153.
Bowie, D., Buttle, F., Brookes, M., & Mariussen, A. (2016). Hospitality marketing. United kingdom: Taylor & Francis.
Cvelbar, L. K., Grün, B., & Dolnicar, S. (2017). Which hotel guest segments reuse towels? Selling sustainable tourism services through target marketing. Journal of Sustainable Tourism , 921-934.
Kandampully, J., Keating, B. W., Kim, B., Mattila, A. S., & Solnet, D. (2014). Service research in the hospitality literature: insights from a systematic review. Cornell Hospitality Quarterly , 287-299.
Lacey, R. (2015). Relationship marketing tools: understanding the value of loyalty programs. Handbook on Research in Relationship Marketing , 104-122.
Magnini, V. P., & Simon, C. J. (2016). Fostering service quality in hotel chains through a focus on employee development and performance. . The Routledge Handbook of Hotel Chain Management , 305.
Malhotra, N. K. (2015). Essentials of marketing research: A hands-on orientation. United Kingdom: Essex: Pearson.
Mooney, M., & Slobodian, S. (2016). Seeing the wood for the trees: Fixing large undefined problems in digital marketing. Journal of Digital & Social Media Marketing , 294-303.
Morosan, C. T., Bowen, J., & Atwood, M. (2014). The evolution of marketing research. International Journal of Contemporary Hospitality Management , 706-726.
Saleem, H., & Raja, N. S. (2014). The impact of service quality on customer satisfaction, customer loyalty and brand image: Evidence from hotel industry of Pakistan. Middle-East Journal of Scientific Research , 706-711.
Wu, L., Mattila, A. S., Wang, C. Y., & Hanks, L. (2016). The impact of power on service customers’ willingness to post online reviews. . Journal of Service Research , 224-238.
Essay Writing Service Features
Our Experience
No matter how complex your assignment is, we can find the right professional for your specific task. Contact Essay is an essay writing company that hires only the smartest minds to help you with your projects. Our expertise allows us to provide students with high-quality academic writing, editing & proofreading services.
Free Features
Free revision policy
$10Free bibliography & reference
$8Free title page
$8Free formatting
$8How Our Essay Writing Service Works
First, you will need to complete an order form. It's not difficult but, in case there is anything you find not to be clear, you may always call us so that we can guide you through it. On the order form, you will need to include some basic information concerning your order: subject, topic, number of pages, etc. We also encourage our clients to upload any relevant information or sources that will help.
Complete the order form
Once we have all the information and instructions that we need, we select the most suitable writer for your assignment. While everything seems to be clear, the writer, who has complete knowledge of the subject, may need clarification from you. It is at that point that you would receive a call or email from us.
Writer’s assignment
As soon as the writer has finished, it will be delivered both to the website and to your email address so that you will not miss it. If your deadline is close at hand, we will place a call to you to make sure that you receive the paper on time.
Completing the order and download
