scholarly journals Marketing Strategies Used by Hospitality Businesses in Times of Crisis of the COVID-19 Pandemic: Case Study

2021 ◽  
Vol 4 (1) ◽  
pp. 121-131
Author(s):  
Finny Redjeki ◽  
Umi Narimawati ◽  
Sidik Priadana
Keyword(s):  
Far East ◽  
Marketing Strategies ◽  
International Travel ◽  
Hotel Management ◽  
Customer Base ◽  
Tourism Sector ◽  
Travel Restrictions ◽  
Reducing Costs ◽  
State Of Tension

A crisis is a state of tension that occurs at an unexpected time and significantly affects business continuity. The tourism sector is susceptible to being impacted by its multi-purpose structure—natural disasters, terrorist incidents, epidemics, political tensions, economic fluctuations, etc. By creating a problem, it can cause the accommodation business to lose tourists at any time. Developing new products, shifting to alternative tourism markets, and reducing costs may be options for businesses. However, because every crisis is different, managers must determine the most appropriate strategy for the problem. Effective crisis management is made possible by strategic control. With the application of smart strategic management, crises can be turned into opportunities. With the Covid-19 outbreak, many hotel businesses have had to reconsider their marketing strategies. In this research, a case study was conducted at the four-star Prime Park Hotel in Bandung. This study aims to determine how hotels are affected by the Pandemic and determine what kind of marketing strategies they employ in dealing with this crisis. It has been observed that Hotel Prime Park, whose customer base consists of foreign tourists arriving from the Far East on package tours before the Pandemic, was negatively affected by domestic and international travel restrictions that started with the Pandemic. Hotel management has mostly followed a market share strategy and cost reduction, and customer acquisition.

scholarly journals Determiners in the Consumer’s Purchase Decision Process in Ecotourism Contexts: A Portuguese Case Study

Geosciences ◽  
2020 ◽  
Vol 10 (6) ◽  
pp. 224 ◽  
Author(s):  
Paulo Roseta ◽  
Bruno Barbosa Sousa ◽  
Lara Roseta
Keyword(s):  
Decision Process ◽  
Marketing Strategies ◽  
Destination Image ◽  
Purchase Decision ◽  
Operational Environment ◽  
Tourism Sector ◽  
Local Traditions ◽  
Post Purchase ◽  
The Relationship

Purpose: This paper entails a reflection on sustainability and specific tourism contexts (i.e., ecotourism). It focusses mainly on local communities’ determiners in the consumer’s purchase decision process in ecotourism. This research aimed at understanding the determiners in the process of consumer decisions in ecotourism contexts, as well as verifying the growing importance of ecotourism. Methodology: A questionnaire was conducted (with ecotourism specific contexts), in Portugal. Portugal is a tourist destination that has gained notoriety and recognition in recent years. In total, 197 questionnaires were collected, aiming for a deeper understanding of the real social, economic, cultural and environmental impacts resulting from the uncontrolled development of tourism. This study aimed at testing the proposed conceptual model empirically (i.e., the relationship between destination image and post-purchase behaviour). Findings: Sustainability must be looked at as a vital need for society in general, as well as for the tourism sector. Ecotourism is the natural evolution of tourism employing care for the environment, culture and local traditions, while promoting environmental education. Research Limitations: The results obtained are limited, considering the availability of most accommodation units in the ecotourism segment in Portugal (e.g., hotels). As next steps, it is advisable that hotel units come to realise the pertinence of such research as they are the main beneficiaries of these initiatives, being then recommended that they collaborate with the process of completing surveys. Originality/Value: Managers and ecotourists can use the outcomes of this study to gain an in-depth understanding of customer experiences (i.e., sustainability experiences), to develop effective marketing strategies, and to create an operational environment that can maximise customers’ perceived experiential values. Destination image plays a fundamental part in terms of experience and the tourist’s own satisfaction, with a need to improve the degree of affectivity towards the hotel unit.

scholarly journals IMPLEMENTATION OF A QUALITY STRATEGY BASED ON CUSTOMER SATISFACTION ANALYSIS. CASE STUDY: HOTEL MARKET

2021 ◽  
Vol 14(63) (2) ◽  
pp. 41-48
Author(s):  
Anca Madar ◽  
Keyword(s):  
Hospitality Management ◽  
Quality Of Services ◽  
Brand Value ◽  
Positive Outcomes ◽  
Hotel Management ◽  
Customer Expectations ◽  
Customer Base ◽  
Customer Dissatisfaction

The quality of services in hotel management is crucial for the development of brand value and the growth of the customer base. Every hotel should strive not only to improve the quality of services, but also to exceed customer expectations. Such a mentality is very beneficial especially for the field of hospitality management, where competition is constantly increasing.In light of this, a research was carried out, in order to evaluate the quality of services provided within the Alpin hotel unit so that the company can acknowledge customer dissatisfaction and implement the appropriate quality strategy towards positive outcomes

Morethailand.com – Online Travel Intermediary

2010 ◽  
pp. 372-393
Author(s):  
Pongsak Hoontrakul ◽  
Sunil Sahadev
Keyword(s):  
Tourism Industry ◽  
Marketing Strategies ◽  
Search Engine Marketing ◽  
Travel And Tourism ◽  
Tourism Sector ◽  
On Line ◽  
Online Travel ◽  
Business Challenges ◽  
Modern Form

The case study showcases ‘morethailand.com’ an e-intermediary in the tourism industry. Based out of Thailand, the firm is in the process of finding a niche for itself through innovative online and offline marketing strategies with the constraint of limited resources. The case study attempts to focus on the e-business challenges in the travel and tourism sector especially in a developing country like Thailand. It specifically highlights the clash between the traditional and modern form of intermediaries in the travel and tourism sector and how it is bound to evolve in the future. A comparison between different approaches to search engine marketing offers an interesting perspective to the literature pertaining to on line e-commerce. An economic view on the case is also presented.

scholarly journals Strengthening the Marketing Strategies for the Traditional Property Developer in Malaysia

2020 ◽  
Vol 1 (Number 1) ◽  
pp. 89-110
Author(s):  
Siew Lim Woon ◽  
Norazah Mohd Suki
Keyword(s):  
Positive Impact ◽  
Economic Recession ◽  
Marketing Strategies ◽  
Design And Technology ◽  
Marketing Plan ◽  
Economic Downturn ◽  
Customer Base ◽  
Marketing Team ◽  
Marketing Positioning

During the global economic downturn not only affecting Malaysian property industry but it was also impacted the global property industry, during the economic recession was increasing market competitive eventually the Malaysia property industry is even more challenging with oversupplying properties as more and more building been completed in the markets, but the sales are slow during the economic downturn. Therefore, an effective marketing plan is an integral aspect even for all types of businesses, which also been widely recognized and acknowledged, as an effective marketing plan has a significant positive impact on all kinds of businesses. The goal of this case study is to strengthen the marketing strategies with access and examine the marketing strategies for the traditional property developer firm in Malaysia with the targeted company name is 'S,' a direct interview with the marketing team was applied to examine the company marketing strategy. Strengthening of the marketing strategies plans with considering the marketing factors such as marketing positioning, marketing recognition, diverse customer base, marketing strategies effectiveness, internal environment, promotion strategies, promotion budgets, and product design and technology. The finding of this case study is providing a solution for strengthening the marketing strategies for the traditional property developer firms even during the economic downturn which able to strengthen and improve the company market share and reduce the burden with selling off the completed balance unsold stock units, as this traditional property developer firm need to upgrade, update and improve their marketing strategies.

Morethailand.com – Online Travel Intermediary

2010 ◽  
pp. 1133-1152
Author(s):  
Pongsak Hoontrakul ◽  
Sunil Sahadev
Keyword(s):  
Tourism Industry ◽  
Marketing Strategies ◽  
Search Engine Marketing ◽  
Travel And Tourism ◽  
Tourism Sector ◽  
On Line ◽  
Online Travel ◽  
Business Challenges ◽  
Modern Form

The case study showcases ‘morethailand.com’ an e-intermediary in the tourism industry. Based out of Thailand, the firm is in the process of finding a niche for itself through innovative online and offline marketing strategies with the constraint of limited resources. The case study attempts to focus on the e-business challenges in the travel and tourism sector especially in a developing country like Thailand. It specifically highlights the clash between the traditional and modern form of intermediaries in the travel and tourism sector and how it is bound to evolve in the future. A comparison between different approaches to search engine marketing offers an interesting perspective to the literature pertaining to on line e-commerce. An economic view on the case is also presented.

scholarly journals Issues and Challenges Faced by SME’s in Sultanate of Oman during COVID-19: A Case Study of the Tourism Sector

2021 ◽  
Vol 8 (9) ◽  
pp. 1-17
Author(s):  
Yasser Alhanai ◽  
Dr. Maria Teresa Matriano
Keyword(s):  
Fixed Costs ◽  
Financial Status ◽  
Positive Correlation ◽  
Business Operations ◽  
The People ◽  
Tourism Sector ◽  
Travel Restrictions ◽  
Positive Correlation Coefficient ◽  
To Receive

The world economy has been greatly affected by Covid-19 and Oman has been among the countries facing challenges in the operation of SMEs in handling of business needs and meeting regular fixed costs. The SMEs most affected are those in the tourism sector where travel restrictions and lockdowns could not allow the businesses to receive visitors as expected who are the customers to the services and products offered. Using the sample size of 187 participants who own or work at the SMEs in tourism sector, it was established that the applied legislations and restrictions of movement had a positive correlation to SMEs business operations with a positive correlation coefficient of 0.478. However, a recommendation to the issues and challenges were issued stating that SMEs should invest in technology & tools, creation of an oversight of SME financial status, prioritising of value over culture, and trusting & empowering the people that deal with SMEs.

scholarly journals POTENSI POLA PERJALANAN EKOWISATA JAWA TIMUR PASCA PANDEMI COVID-19

Jurnal IPTA ◽  
2021 ◽  
Vol 9 (1) ◽  
pp. 11
Author(s):  
Agung Yoga Asmoro ◽  
Firdaus Yusrizal
Keyword(s):  
Local Governments ◽  
Qualitative Data ◽  
Qualitative Approach ◽  
Government Policies ◽  
Travel Patterns ◽  
Tourist Behavior ◽  
Tourism Sector ◽  
Travel Restrictions ◽  
Two Phases

The COVID-19 pandemic has plunged the tourism sector. Tourism industries have ceased operations in line with travel restrictions imposed by most countries. With various considerations, the tourism sector must be reopened. Kemenparekraf said ecotourism has the potential to survive in the post-COVID period. East Java with a variety of ecotourism destinations has the potential to become a leading destination. On the other hand, a pandemic caused changes in tourist behavior. Government policies that prioritize ecotourism; the advantages of East Java's ecotourism attractions; as well as a shift in the tourists' behavior who tend to travel to locations close to home, had an impact on changing tourism patterns in East Java. This research was conducted with a qualitative approach case study to reveal tour patterns in East Java, especially in the cities of Surabaya, Tuban, Batu, Malang City, Malang Regency, and Banyuwangi which contributed to 50% of East Java’s domestic tourist visits. This research was conducted in two phases, where the first stage (literature studies) guides the next phase of qualitative data in the form of interviews with tourism stakeholders. Our findings are that the majority of East Java tourists conduct tours in the regency/city where they live, ecotourism has not become the main choice of domestic tourists, local governments need to further develop potential natural attractions as ecotourism attractions, and existing ecotourism travel patterns are not yet optimized.

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