Assumption 1. In the given article the authors have discussed about the effects of branding of a hotel on its existing and potential guests as well as the owners or management. In this assumption the authors strongly believe that the customer satisfaction is strongly being affected by the franchising strategy of the brand adopted by the franchisees.
Nations Hotel Corporation is one of the reputed USA based hotel company, with an international presence in 15 countries worldwide. Hospitality industries are quiet competitive in nature and today’s success rule of hospitality includes knowledge, customer satisfaction and operational efficiency which provides pleasure of stay and departure to their guests. Any addition or subtraction in these components can increase or decrease the rating of any organization. Nations Hotel with 98% brand awareness and 72% as customer satisfaction ratio were still far from the race of preferred choice amongst the customers. Hence there, arose a need to
The hospitality and leisure industry hug a variety of sectors and businesses across hotels, restaurants and restaurants, travel and tourism, gaming, sport and leisure. The sector is reliant on the consumer confidence and business sentiment and is facing rising pressure to deliver innovation, value and quality. Hospitality is that business that helps people to feel welcome, relaxed and to enjoy themselves. It is all about customer service and providing the best quality and experience possible for the customers. (Discover Hospitality, 2012)
Tourism & hospitality is one of the world’s rapidly growing industries as income is generated through the expenditure of goods & services required by tourists. The tourist is therefore very important to the wellbeing of many countries.
According to Professor Marcel R. Escoffier, an Associate Professor in the School of Hospitality and Tourism Management at Florida International University, Hospitality Management is the largest business activity in the world. There are nearly 1 million food service operations in the United States, and nearly three hundred thousand hotels. It is estimated that there are over 1 million hotels and more than 7 million food service businesses. How this business operates, and its impact on the local economy varies from country to country, but its importance is undeniable (Escoffier). Information provided by Buffalo State College located in Buffalo, New York, also reference the hospitality industry is one of the largest in the
The corporate branding strategy will create a sort of umbrella under which all the properties of the company will fall, thus sharing the same quality level in the customer’s perception. Moreover a strong corporate brand will ease the company identification and potentially increase the number of new guests through word of mouth, thus enabling the company to gain a bigger market share. Nevertheless the implementation of such a strategy will necessarily involve big costs and a structural change in the organization. Its culture, the way in which advertising is done, the facilities and supplies in each resorts, the way in which management operates will have to be adapted to the new branding strategy. Furthermore undertaking this action may let down some valuable customers who are particularly affectionate to a resort and may be afraid that it will lose its unique and individual features. Plus it might also disappoint some skilled hotel managers which may feel threatened in their autonomy and potentially leave the company. Retraining the whole body of employees to adapt to the new strategy may be expensive and time consuming as well.
For instance, in the hospitality industry, the Hilton brand symbolises high-end properties, elevated quality of service and a unique guest experience. Brand name and brand image are essentially two factors that differentiate companies which operate in the same industry and market. Therefore, the brand name must be unique. Hotel companies like the Hilton have established strong national brands and seek to use them globally with an intention of increasing profits. Once its established as a global brand, the company has successfully created an international image that can lead to increased efficiency through branded marketing efforts and cost savings on a much larger scale. Nowadays with an increase in international travel, the competition among international hotel corporations is becoming a lot more competetive. Those tourists that travel to foreign countries tend to stay in one of the known hotel brands and their standardised quality of service. Hotel chains are motivated to maintain a high rate of global expansion as a key marketing strategy of creating brand loyalty (King,
As a student, technology is an excellent source of information. This research gives us knowledge about the advantages and disadvantages of technology in hospitality management, this helps me in my other subjects especially I’m a student of Hospitality Management course. I learned from my research that technology doesn’t always have positive effect but it also have it’s negative effects, technology is suitable for hospitality management because it is the easiest way to socialize through internet. I think this will further enhance the hospitality management few years from now.
There are no studies which touched on the topic of “loyalty” to hotel brand in Riyadh City in the Kingdom of Saudi Arabia but there are some studies which had discussed the “loyalty” to a brand in other production sectors. For example, the study of (Salh, 2010 ) as it aimed to study the psychological and social factors and its effect on loyalty of mobiles’ buyers to the brand as the study concluded that there is relation between the psychological and social factors of user and mobile brand. The study of (Hasen, 2017) aimed to know the factors which lead to prefer a specific brand and concluded that there are several factors of preference of a specific brand such as quality, price, specifications and mental image of the brand. The study of (Al-Zabi, 2013 ) strived to examine the effect of concepts relevant to the nature of purchasing decisions, mechanism to make these decisions, methods of its evaluation, explain the types reference groups which affect purchasing decision of consumer of automotive goods and identify the types of effect (informative and standard) and degree of their effect on purchasing decision of consumer of automotive goods. The study of (Al-Khusroom, 2011 ) aimed to know the effect of perceived difference and perceived quality of on consumer’s loyalty to a brand. The study concluded that there is big effect of perceived difference which is created by brand in consumer’s mind in his loyalty towards this brand. Also, the perception of
As future managers in the hospitality field we must be aware of what all we are responsible for when it comes to our guests. Lawsuits are becoming ever-so common, and we must know what we are liable for so that we may prevent situations before they arise. Knowing the local laws is crucial to running an efficient business and keeping yourself and your employees up to date on these laws will save you in the long run. The proper training should be given to both managers and staff about procedures and precautions that need to be taken in various situations. Taking the time with this and keeping record of training can prevent multi-million dollar lawsuits or other unnecessary court appearances.
Recently interest in marketing area increase tremendously and this interest has deeply happened because ‘marketing’ term became popular and development rapidly (Esteban et al., 2002). In this review the focus is on two areas of marketing which are market orientation and relationship marketing. Market orientation is a mean for constructing relationship and communication knowledge with customers in terms of satisfying customers and make them loyal (Balarabe, Gambo kk, 2014). On the other hand there is another strategy, which is customer relationship that consider about relationship between customers and organizations in log-term (Tareg, 2012). In case of hotel industry marketing tool can be useful and relevant to attract tourists to a destination (ibid). This review, firstly the definition and various aspects of the theories will be considered. Secondly a discussion about applying these theories in hotel industry and how they work and finally conclusion.
Presently the importance of brand loyalty in context of the hotel industry has become a debated issue. In the hospitality sector, various researchers and scholars have represented different perspective regarding brand loyalty. This paper will focus on critical analysis of the article “Hotel Brand Strategy”. Moreover, relevant evidences have been provided in order to support the fact that these assumptions have been presented by the authors. Additionally, this paper emphasizes on analyzing the logic behind the assumption in order to scrutinize the strength of the logics. The principal focus on this paper is to critically analyze the agreement and contradictions regarding the assumptions made in the article “Hotel Brand Strategy”.
In addition to tangible and intangible attributes, previous studies also suggest that hotel choice decision is a holistic concept that may go beyond the simple combination of these attributes. Utilizing the concept of brand personality, it was suggested that customers may link their perceived hotel attributes associated with the brand and develop a sense of loyalty and preference when making their hotel choice decision (e.g., Lee & Back, 2010; Li et al., 2014).
Assumption 1: The authors believe that if a hotel might put money into brand affiliation, it will definitely aim to increase the top level of performance in the firm.