Dubai Parks And Resort: Strategic Hospitality Marketing (Term Paper Sample)
This paper is based upon hospitality marketing. I have chosen the
topic of a tourism-related company which is Dubai Parks and Resorts.
You will have to analyze the company's current, or generate new,
services to cater to the tourists visiting their chosen destination.
It is important that you describe the tourism in the destination and
link the current or new service back to these descriptions to justify
the service. You can be as creative as they wish in designing the
service and/or creating potential marketing collateral, provided these
are justified and explained. You are encouraged to provide examples of
how the company fulfils all the above criteria (e.g. examples of the
company's advertisements). This is a business report, and must be
written as such. All references must follow Harvard standard, so
PLEASE FOLLOW THE GUIDELINES OF HARVARD REFERENCING THAT I HAVE
UPLOADED FOR YOU. This report should be 2,500 words (not including
references, executive summary, and appendices). The report is to be
written in Times New Roman, size 12, and 1.5 LINE SPACING. PLEASE
FOLLOW THE RUBRIC AND OUTLINE TO ENSURE ALL AREAS ARE COVERED. Please
use trusted peer reviewed sources from any websites, books, or the
sources that I have given below.
1. Kotler, P., Bowen, J., & Makens, J., (2013). Marketing for
Hospitality and Tourism. (6th ed.) New York: Pearson.
1. Fisher & Ryans (2001) Nintendo - The launch of Game Boy color, Ivey
2. Deighton & Kindley (2013) Olympic rent-a-car US - Customer loyalty
battles, Harvard Business School
1. Chaffey, D. & Smith, P. R. (2013) Emarketing excellence: Planning
and optimizing your digital marketing (4th ed). New York: Routledge
Strategic hospitality marketing
Hospitality marketing is a branch of marketing where efforts are usually directed towards the increase of income in the hospitality industry. It takes a look at how sections of the hospitality industry, such as resorts, restraint, amusement parks and hotels, employ marketing skills to promote their products and services.
Brief overview of Dubai Parks and Resorts
The eight star hotel, Dubai Parks and Resorts was launched under directives of His Highness Sheikh Mohammed, who is the Vice-President and Prime Minister of the United Arab Emirates and also the Ruler of Dubai. It’s designed as a great vacation and entertainment destination to attend the areas that are within Dubai.
The resort main vision is that it will develop a premier year-round international entertainment destination, serving a wide variety of visitor sections from the Middle East.
Their mission is to build high growth and return, family entertainment business built on internationally-recognized products and services with long-term demand. Dubai parks and resort mission is making consistent and cost-efficient investments in each of their theme park destinations which are intended to uphold the quality and safety of their attractions and to increase visitor figures.
Their short-term marketing technique is to focus on finishing the building of the Project and ensuring the execution of an operative public relations and marketing plan.
Dubai Parks and Resorts marketing techniques include: Building a destination management team that will strive to increase destination revenues and incomes by keenly observing their pricing, period of visit and in-park spend and modifying pricing to maximize their profits as well as crafting new plans and packages to interest additional market sections. Furthermore, continuing to emphasis on promotion tactics, including on-line, e-commerce and social media initiatives. Also, Focus their marketing energies on precise areas, including main markets such as local appearance from the UAE, regional guests from the top tourist markets for Dubai such as the United Kingdom, the United States, Russia and China.
The tourism in the destination
The tourism destination in Dubai Parks & Resorts is mostly characterized by a wide range of tourists ranging from adventure tourists, business tourists, incentive tourists, leisure tourists, and recreation visitors. It is expected to attract an estimation of 6.7 million visitors by 2017 and start giving profits from 2018. This will mean that the hotel will generate revenue of Dh 2.4 billion. Dubai’s department of tourism and commerce marketing said that the number of overnight visitor stay had increased by 7.5 percent to a record of 14.2 million.
The activities in this hotel that mostly attract tourists: the cinematic ride of sensations, fascination and adventure, fantasy world for the Bollywood lovers and the river land. Factors that play a vital part in the growth of the hotel business include: strategic focus, where the management focuses on the organization resources on the greatest opportunity, managing and developing of people that is giving people space and freedom to develop their skills and knowledge. Also, operations that create value for customers on the company’s services, physical resources which include finances, facilities, and equipment. Finally looking at customer relation management and involves mostly tracking competitor action and analyzing change, in return adapting accordingly.
Characteristic of service sector applicable to the current service
The resort has three theme parks. It will have a theme park for Indian film industry where it will provide a physical site for fans from all over the world to holiday and celebrate with the famous names of Bollywood. LEGOLAND Dubai theme park, on the other hand, brings the LEGO brick to life in an interactive world particularly intended for youngsters aged between two and twelve. River Park is centrally located and will serve as a plaza arrival district. it will feature an array of retail, entertainment and dining options. The third theme is Lapita; a themed family resort will cater to tourists and residents looking for a weekend getaway in a fun-filled environment.
The launching of the hotel is expected to be October 2016 and is forecast to generate revenue of Dhs 2.4 billion and then they will be cash positive from the second year of operation. They have put together a very experienced in-house team and a group of suppliers who are capable of delivering quality products and services in line with their program.
Segmentation, targeting, positioning and competitive advantage of current service
Segmentation, targeting, and positioning comprises of three phase procedure. First we decide which categories of customers exist, then choose which ones we are best off trying to attend and finally executing our segmentation by enhancing our services and communicating that we have made the choice ourselves to gain competitive advantage.
Segmentation involves discovery of what types of customers with varying needs exist. In the hotel industry, for example, some customers demand quality in service and speed. Others may be concerned about safety. Thus, companies that focus in providing the needs of one cluster of customers over another have a tendency to be more profitable.
Thus, we need to define which variables will be most beneficial in differentiating unlike categories of customers. Variables used in segmentation include: fi...
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