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Innovative Sales & Marketing Ideas for Hotels

Innovative Sales & Marketing Ideas for Hotels | Finance &  marketing | Scoop.it

Hotels use innovative sales and marketing ideas to target potential guests. From connecting with travel writers to hosting special events, hotel executives come up with strategies that build their brands and increase their sales. what other ideas can you think of?

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Human resource empowerment and its role in the sustainable tourism

Human resource empowerment and its role in the sustainable tourism | Finance &  marketing | Scoop.it

The Importance of Empowerment

-->Restructuring of the global economy is the main factor affecting the future of sustainable development, major changes are needed in the human behavior, in the system of values and life style. Empowerment has been described as a venue to enable employees make decisions (Bowen & Lawler, 1992) and as a personal experience where individuals take responsibility for their own actions (Pastor, 1996). The first definition puts the onus on management, and the second emphasizes the importance of the individual for successful application of empowerment. Whereas, earlier research focused on empowerment as a set of management practices to delegate authority (discretionary empowerment) (Blau & Alba, 1982), recent research has centered on psychological empowerment, focusing on employee experience (Corsun & Enz, 1999).Empowerment research in hospitality and tourism is very limited (Erstad, 1997). Managerial interest in employee empowerment in the hospitality industry has been associated with gaining competitive advantage through improvements in service quality (Hubrecht & Teare, 1993). Fulford and Enz (1995) suggested that different subject groups.

 

Empowered Human Recourses Functions

 

-->The role that empowering human resources can play in tourism industry to sustain a constant success in different frameworks can be outlined as below:

 

* Providing standard services in tourist resorts and sights to satisfy the customers;

* Providing services according to the requirements of tourists;

* Better communication between the personnel themselves and the personnel and the management;

* Increasing job satisfaction and having a dynamic workplace within the tourist environments;

* Increasing productivity and efficiency of the private and public personnel involved in tourism industry;

* Taking advantage of creativity and innovation while working;

* Feeling the sense of belonging to the organization and doing teamwork;

* Improving the quality of doing the work

* Enhancing the services provided to the tourists in the tourist environments;

* Lowering the costs and increasing profitability of businesses involved in tourism;

* Improving the power of decision making within the personnel;

* Reaching the long term and short term goals

 

Link: http://web.ebscohost.com.ezproxy.students.angliss.vic.edu.au/ehost/detail?vid=4&hid=15&sid=bbc47dab-f48a-4f5c-83da-424293cae8c6%40sessionmgr12&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=aph&AN=70496765

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Tourism Destination marketing: Approaches improving effectiveness and efficiency

Tourism Destination marketing: Approaches improving effectiveness and efficiency | Finance &  marketing | Scoop.it

Strategic marketing approach and electronic marketing-

To be successful in the tourism markets, DMOs must be able to interpret the needs of their visitors and identify the appropriate ways of segmenting markets in which they compete and develop products, effectively communicating with potential visitors.

 

- To design and properly deliver products and experiences corresponding to the needs of the various markets

- We are targeting business individuals who can afford to bring families over, in another words, we are also targeting on children, so as to achieve the influence of parents

 

Marketing facilitation: The virtual marketplace is an ideal tool for all DMOs that can implement marketing facilitation strategies, by using web sites simultaneously for information, promotion, distribution, relationship marketing and marketing research, offering many organizations with restricted budgets

 

Link: http://www.emeraldinsight.com/journals.htm?issn=1757-9880&volume=3&issue=2&articleid=17031838&show=abstract

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IBISworld: Expenditure of hotels, cafes and restaurants in Australia

IBISworld: Expenditure of hotels, cafes and restaurants in Australia | Finance &  marketing | Scoop.it

Estimated value in 2010-11: $46.5 billion
2006-2011 Compound growth: 2.4%
Forecast value for 2015-16: $54.8 billion
2011-2016 Compound growth: 3.3%

 

In recent years, there has been an increasing trend towards the consumption of food outside the home. This trend is forecast to continue with increased levels of international tourism, further innovation within the industry and the trend for young professionals to eat a significant proportion of their meals away from home. This is partly due to lifestyle and social reasons, such as working long hours and meeting up with friends for meals.
However, eating out can be notoriously affected by slowdowns in the economy as consumers substitute eating at home for meals at cafes, hotels and restaurants. This trend is caused by the marked increase in household disposable incomes since the 1960s, which has allowed people to not only eat out more often, but also to enjoy more expensive habits in other aspects of their lives. Reserve bank lifted the cash rate once, therefore improving consumer confidence and spending.

Link: http://clients.ibisworld.com.au/bed/default.aspx?bedid=45

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Understanding how consumers view green hotels: how a hotel’s green image can influence behavioural intentions

Understanding how consumers view green hotels: how a hotel’s green image can influence behavioural intentions | Finance &  marketing | Scoop.it

As the public is increasingly concerned about environmental issues, green management is rapidly becoming a strategic tool that can enhance a hotel’s competitive advantage. This study explores how to develop the image and branding of a green hotel using the concepts of cognitive, affective and overall images. The study, based on a survey of 416 hotel users, also investigates how a green hotel image can affect behavioural intentions (i.e. intention to revisit, intention to offer positive recommendations to others and willingness to pay a premium). The findings confirm that cognitive image components (namely value and quality attributes) can exert a positive influence on a green hotel’s affective and overall images. The affective image is also found to positively affect a green hotel’s overall image. A green hotel’s overall image, in turn, can contribute to more favourable behavioural intentions. Quality attributes were found to be more powerful than value attributes. The importance of the concept of selfish altruism and obtaining a feeling of wellbeing from a purchase were shown to be very strong.

 

As public understanding grows about global warming and climate change, the public, including stakeholders, employees and customers, expects hotels to act on their understanding. This global trend guides hotels to move in a green direction.

 

 

Link: http://web.ebscohost.com.ezproxy.students.angliss.vic.edu.au/ehost/detail?vid=6&hid=15&sid=bbc47dab-f48a-4f5c-83da-424293cae8c6%40sessionmgr12&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=aph&AN=52930148

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Social network for the choice of tourist destination: attitude and behavioural intentions

Social network for the choice of tourist destination: attitude and behavioural intentions | Finance &  marketing | Scoop.it

The shows the customer’s point of view.


Benefits for the business:
• Being able to provide high quality photos online to give a sense of tangible aspect of our product
• Cost saving compared to heavy analog advertisements
• Target segmentation
• Raising global awareness
• Quality perspectives (Technological product we are offering)

 

The Social media and networks have become a main tool for achieving fast and detailed information. It also:

* Promoting tourism in a global perspective
* E-word-of-mouth communication
* Ease of use

 

Link: http://www.emeraldinsight.com/journals.htm?articleid=17021795

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Information technology applications and competitive advantage in hotel companies

Information technology applications and competitive advantage in hotel companies | Finance &  marketing | Scoop.it

Information technology (IT) investments play a critical role in managing hotels strategically. Efficient and timely deployment of new IT applications may offer opportunities for enhanced guest services to meet increasing customer expectations, improved cost control, more effective marketing strategies, and expanded opportunities for hotels. It is evident that IT investments will increase hotels’ productivity, reduce their costs, and at the same time add value to the services and products offered to their customers. Therefore, investments into IT applications in hotels have increased over the past decades.

This article explains why IT has benefits for the hotel organization -upscale and luxury for the hotel organizations -tangible aspect of quality -increase in the quality of service delivered to guest IT investments assist hotels in initiating new products and services, improved operational efficiency, cost reduction, supporting areas of planning and business strategies and enhancement of brand image.

 

Link: http://dx.doi.org/10.1108/17579881111154245

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Sunil's comment, August 5, 2013 11:53 PM
this is a good idea to adopt advanced technology in hotel operation system in order to reduce costs with providing higher quality service to anticipate guest expecation. One hand IT will allow company to provide consistent quality service with efficient. SUNIL
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Australia's statistics for hospitality industry

Australia's statistics for hospitality industry | Finance &  marketing | Scoop.it

Key statistics for the hotel and resorts industry in Australia

-$4.1 Billion in Revenue

-$447.1 M in Profit

-$1.6 Billion in Wages

-323 Businesses

 

Product life cycle stage: Mature

Technology Change: Medium

Barriers to entry: Medium

Competition level: High

Trend: Increasing

 

No change of overseas visitors to Australia from the year of 2010 to 2011 (5.44 million)

 

Five star establishments: 31.8%

Four star establishments: 53.4%

Three star establishments: 11.4%

Two stars or lower establishments : 3.4%

Reasons as to why people travel: Major Market segmentation

➢ Holiday, leisure, and Free and Independent Travellers (FIT) 33%

➢ Business travellers 33%

➢ Tour groups 15%

➢ MICE travellers 9%

➢ Airline crew 5%

➢ Public sector employee travellers 5%

 

Five – Four stars in CBD and major tourist areas tend to attract more international visitors

Key success factors:

• Having a loyal customer base

• Product is sold at high-profile outlets

• Effective product promotion

• Discounting was a trend, resulting in high occupancy rates with a profit margin

 

link: <http://clients.ibisworld.com.au/industryAU/default.aspx?indid=1811&gt;

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