Brand Marketing Strategy of Luxury Hotels:Jumeirah Internet Branding (Research Paper Sample)

Brand Marketing strategy of Luxury hotels: Jumeirah internet branding strategy
Submitted for Bachelor of Business Administration in Hospitality Management
With Luxury Brand Management in Hospitality
Glion Institute of Higher Education
Yayun Zheng
April 2020
Tutor: Christelle Herbin
GIHE© has copyright permission of this document
Statement of authorship
ABSTRACT
Quantitative data analysis
Quantitative data are measures of value or counts and are expressed as numbers. Quantitative data are raw information about numeric variables for example how many, how much, how often. Qualitative data are measures of types or kinds and may be represented by a name, symbol or a number code. Numeric variables collected will always be quantitative and variables which are categorical will always be qualitative. This type of analysis can identify or classify the type of data collected prior to the collection time based on whether the variable is numeric or categorical. Quantitative data collection can be expressed in an instance of data collected annually which could also be gathered to get more detail about the average possible outcome of the specific study of the research which the person carrying out the study would like to find the outcome. The person carrying out the research could present the study using bar graphs, pie charts or pictorials or tabulate the findings for easier understanding of the research. Description for quantitative analysis can be provided to a lesser extent in order to describe and summarize the findings to the specific research in question. Since quantitative data are always to be presented in numbers, this means they can be ordered, added together, and any observer of the frequency can count the findings. This henceforth means all statistics which can be described can be calculated arithmetically using quantitative analysis.
Content of page
TOC \o "1-3" \h \z \u CHAPTER 1: INTRODUCTION PAGEREF _Toc41167202 \h 31.1Background of the study PAGEREF _Toc41167203 \h 31.2 The rationale of the chosen topic PAGEREF _Toc41167204 \h 51.3 Aim of the study PAGEREF _Toc41167205 \h 61.4 The objective of the study PAGEREF _Toc41167206 \h 6CHAPTER 2: LITERATURE REVIEW PAGEREF _Toc41167207 \h 72.1 Luxury brands marketing PAGEREF _Toc41167208 \h 82.2 The use of internet branding strategies to obtain customer satisfaction in luxury hotels PAGEREF _Toc41167209 \h 92.2.1 Branding and identity using internet PAGEREF _Toc41167210 \h 112.3 Brand management and brand image in the twenty first century PAGEREF _Toc41167211 \h 122.4 Customer loyalty and brand management using internet strategy in luxury brands PAGEREF _Toc41167212 \h 142.5 Lit. Review Synthesis PAGEREF _Toc41167213 \h 172.6 Brand Marketing strategy of Luxury hotels -- Questionnaire PAGEREF _Toc41167214 \h 192.7 Pilot Study Comments PAGEREF _Toc41167215 \h 232.8 Data Requirement Table PAGEREF _Toc41167216 \h 24References PAGEREF _Toc41167217 \h 57Bell, E., Bryman, A., & Harley, B. (2018). Business research methods. Oxford university press. PAGEREF _Toc41167218 \h 57Holden, M. T., & Lynch, P. (2004). Choosing the appropriate methodology: Understanding research philosophy. The marketing review, 4(4), 397-409.Hox, J. J., & Boeije, H. R. (2005). Data collection, primary versus secondary. PAGEREF _Toc41167219 \h 59
CHAPTER 1: INTRODUCTION
1 Background of the study
In the contemporary era, more enterprises pay attention to the market brand marketing strategy. Enterprises can bring considerable additional investment and lasting cultural and social benefits through brand planning strategy. Through brand marketing, products, or services can expand by highlighting the overall brand. A company's brand can highlight the identity, values, and personality of the enterprise. By definition, brand identity refers to "ethos, aims, and values that present a sense of individuality differentiating the brand" (Chernatony, L., D., 2015). At the same time, the enterprise can pass in the marketing strategy, derive an applicable conceptual framework of the brand through the Internet; Demonstrate how the framework helps marketing planners develop successful internet-based brand strategies by organizing and integrating existing knowledge.
In this global era of success in the business industries such as the tourism industry, hospitality industry, and consumer market, as highlighted by Atwal and Williams (2017) in their article. However, if the organization is well-managed in the market, the respective brand is ultimately comprehended, which means that a brand helps gain a stable existence for the firm in the relevant market. The company can quickly achieve a dominant position (Bowie, Buttle, Brookes, and Mariussen, 2017). Kimes and Ho (2017) focused that the hospitality industry and tourism industry are two crucial markets that continuously need to focus on their development to stay competent in this dynamic and global business environment. Cohen and Chapman (2015) also shed light on this essential element. They stated that in establishing consumer relationship, branding of the company steers the company towards positive consumer behavior and sustain the provision of values and experience that is both thrilling and appealing to consumers.
Jumeirah owns 27 hotels around the world, including 11 in Dubai. The latest report generated on the tourism industry in Dubai reveals that the total contribution of the travel and tourism in Dubai is recorded as 12.1% of the total GDP and is expected to increase by 4.98% per annum annually by 2027( Kimes and Ho, 2017). According to Koronios, Dimitropoulos, and Kriemadis (2017), this rise in the tourism industry is directly linked to the increase in the hospitality industry, like the hotels market. Considering this embark in the hospitality industry in Dubai, luxury hotels have become the most attractive and significant industry that is experiencing expeditious expansion. Notably, Cohen and Chapman (2015) illustrated in their article that leisure and business are rising in Dubai due to the increased number of tourists every year. The graph below illustrates how the number of visitor population has been growing in Dubai thus contributing significantly to the country’s GDP.
Source: UAE, facts and figures (2020)
Additionally, apart from the Jumeirah hotels in the Middle East, the hotels are also spread around Europe and Asia where they have been performing significantly commendable with some of the hotels in Europe going the extent of devising ways they can be sustainable in their business. Generally, hotels in Dubai have been performing better owing to the fact that Dubai is indeed the mother country for the hotels.
In 2017, China became the top 10 investment platform for MHG. At a recent press conference, the world tourism organization (WTO) ranked China fourth in the number of tourists and ninth in tourism revenue. (WTO, 2017). It was widely seen as an unprecedented opportunity for China's tourism industry after the 2008 Beijing Olympics and the 2010 Shanghai world expo. Increased disposable income, urbanization, and infrastructure development have created more investment opportunities for hotel companies. With the steady and robust growth of business and leisure tourism demand, China has become a haven for investment by multinational hotel management groups, with Jumeirah having four hotels in China by 2020. Therefore, brand marketing strategy is an essential element for the hotels to appeal and attract a large pool of consumers and fulfill their desire for luxury and distinct experience.
The study conducted by Cohen and Chapman (2015) that the hotel industry is expected to become a digital personified service industry by 2027, therefore, an increased number of hotels are planning to increase their market share through strengthening their brand image using internet marketing strategies. In this way, hotels can persuade customers to book their services online and get benefitted from their valuable strategies and additional services. The study survey shows (Castañeda García, Del Valle Galindo and Martínez Suárez, (2018) that in 2017, approximately 75% of the people used online access to international hotels whilst traveling different countries, which is a significant increase from only 12% recorded in 2015. This denotes that utilizing an internet branding strategy, and the hotels can expand a positive brand image in the market using various social media platforms or online websites.
1.2 The rationale of the chosen topic
The topic for the present study is chosen because the literature shows that there is a discrepancy between the available research about the marketing strategies of the hotel of Jumeirah, particularly internet branding strategies and how they are affecting the consumer preference and attitude towards a specific hotel. Particularly, luxury hotel brands are not highlighted in the previous literature (Brackett and Carr, 2015). However, it has a lot of potential for growth and profit and is expected to support the industry in the upcoming years. Thus, considering the research gap, the suggested topic will contribute to the industry and will guide the 5 star and 7-star luxury hotels under the banner of Jumeirah about their marketing strategies regarding internet branding strategies and how they can strengthen their potential to grab consumers to a large extent and the future of network marketing development trend.
The figure below illustrates the luxury segmentation and marketing strategies where one is for personal expression to simply show uniqueness and creativity. Second is luxury as affirmatio...