Using the Internet, locate two marketing intelligence resources relevant to the hotel industry
Let’s talk about marketing intelligence in the context of the industry in which you are currently working or one in which you would like to work.
Using the Internet, locate two marketing intelligence resources relevant to the hotel industry
These resources might be government publications, trade journals, academic journals, industry websites, etc. Provide links to the resources and say a few words about each resource.
Are they free resources? Do you have to pay for them? If you have to pay for them, do you believe they are worth the investment? Why?
What limitations do these resources have? What concerns might you raise about the usefulness of these resources as inputs to marketing decisions?
Why are they/could they be valuable to you? What benefit can you derive from them?
What is an example of an insight you derived from reviewing these resources that would be useful information for making marketing decisions?
2.
Discussion topic:
You’ve explored a variety of research methods. Now let’s take some time to discuss how you might approach some research scenarios.
Study each of the service dilemmas, below. Your task is not to answer the questions in each scenario. Rather, your task is to propose research methods that you believe would be the most effective and efficient for answering the questions. Additionally, for each service dilemma, provide a rationale for your recommendation based on what you have learned in this course.
a) Negative reviews about your hotel have appeared on TripAdvisor. How important are these reviews in the decision process for visitors to your hotel?
b) Sales at a fast-casual restaurant known for its hamburgers are flat and profits are down. The introduction of a new fish sandwich failed. Management thinks service is to blame.
c) As part of a product team for a luxury cruise line, you’ve been asked to come up with design innovations that will be new to this sector of the industry. How would you determine which innovations luxury customers will value?
d) A chain of urgent-care facilities that serves medical customers with non-life-threatening injuries (cuts, broken bones, etc.) has received complaints about long wait times, which are affecting repeat visits and referrals. Management is considering installing free wifi and televisions in the waiting rooms to reduce perceived wait times. Is this investment worth it?
