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Vol.2 (2010/3) >

Title :On the Use of Hotel Marketing : Sales and Marketing Plan
Title alternative :「セールス&マーケティング・プラン」ホテルマーケティングの実践について
Authors :Uechi, Keiryu
Authors alternative :上地, 恵龍
Issue Date :Mar-2010
Abstract :Over the last few years, a great deal of effort has been made in the area of Hotel Marketing studies. What seems to be lacking, however, is the demonstration of a theory with practical value. Also, all too often the sales individuals of the hotel industry are simply told to 'go sell' with emphasis on cold calls, blitzes, and telephone solicitation, with inadequate preparation regarding customer identification and needs. There is no question that the challenge of teaching domestic hotel marketing people to be familiar with the emerging techniques and skills of marketing is important if the management wishes to survive in the hotel business. In writing this paper, the purpose has been to gather into one manageable concept from several contemporary hotel/hospitality marketing plan ideas and practices. I, myself have been involved in this task as field work for many years with the aid of many colleagues and competitors. To supplement these ideas, I have researched other trade magazines as well as information about the marketing programs of various hotel organizations - the global hotel chains that have traditionally dominated the field. Every hotel, whether it is a part of a vast organization or an independently owned property - must be engaged in marketing planning and implementation. Therefore, regardless of what marketing resources are at the property. the principal of effective marketing planning is significant to achieve the hotel/company goal. This paper is divided into five parts. The first part as the introduction defines the importance of a hotel marketing plan and discusses the various aspects of marketing thought. Part two illustrates some steps in the actions of the sales and marketing plan. Following in Part three is a discussion of sales strategies and objectives as a present-day philosophy and current trends in the daily operation of the hotel industry. In Part four, the focus turns to setting budget and the importance of considering the advertising budget as a 'potential return'. The paper ends up with the conclusion that the marketing professional of the future will be fully prepared to use all of the data available, both internal and external, in writing a marketing plan. Because the education of these hoteliers will increasingly focus on how revenues are generated, they will be prepared to generate satisfactory returns not only to the hotel owners but also to the stakeholder.
Type Local :紀要論文
ISSN :1881-6762
Publisher :琉球大学観光産業科学部観光科学科
URI :http://hdl.handle.net/20.500.12000/18109
Citation :琉球大学観光科学 = Journal of tourism sciences, University of the Ryukyus Vol.2 p.9 -18
Appears in Collections:Vol.2 (2010/3)

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