Reference no: EM134034979

Hospitality Marketing, Southern Cross University

Assessment - Case Analysis

Overview of this Assignment

This assessment requires students to compare and contrast traditional marketing principles with current hospitality and tourism marketing practices. Students will be given a list of hospitality organisations to choose from and will analyse the marketing practices of their chosen organisation. The students are to use their theoretical knowledge of the course and apply it to the marketing practices of their chosen organisation. (word limit: 2000 words plus/minus 10%). To strengthen your analysis, you may refer to concepts related to marketing strategy where appropriate.

Learning Outcome 1: Describe and analyse how contemporary consumer behaviour influences the marketing of hospitality;

Learning Outcome 2: Compare the key concepts and principles of marketing as applied to the hospitality industry.

Citation and Referencing (APA 7)

The assignment should show evidence of research, with references from relevant academic journals. You should have at least FOUR (4) different peer-reviewed academic articles and use them as the foundation for each part of your report. Do not use Wikipedia as a reference source. Unless it is a generic theory/model, cited publications must be within the past 15 years.

All citations and references must adhere to APA 7 referencing style.

Assigned Case Study

You have just been appointed as a Marketing Executive for one of the following hospitality businesses. The Marketing Manager has asked you to produce a marketing research report which will be used as the basis for a new marketing strategic plan she will be compiling later as part of a company strategic direction report for the next two years. Please choose from the following case studies (Note: If you prefer to select your own case study, please discuss your choice with your lecturer).

Coastal Pavilions at Freycinet Lodge (Tasmania, Australia): offer a superb blend of natural simplicity and ultimate comfort. Uniquely located inside Freycinet National Park with a spectacular waterfront location at the foot of the Hazards, Freycinet Lodge is a superb base for exploring the Freycinet Peninsula.

Wildlife Retreat at Taronga (Sydney, Australia): Nestled within Taronga Zoo and overlooking Sydney Harbour, Wildlife Retreat at Taronga is an eco-retreat offering stylish accommodation in a relaxed bush setting. Located in Sydney, the property features a restaurant and a 24-hour front desk.

Randwick City Lodge (Sydney, Australia): This Sydney hotel is about 5 km from Kingsford Smith Airport and in proximity to such cultural venues as the Pathology Museum of Human Disease. Sports fans can also visit Moore Park Golf Course, within 5 minutes' drive of the Randwick Lodge Sydney, and take their families to the SEA LIFE Sydney Aquarium, which is approximately 15 minutes' drive away. The location will allow you to be within a 6-km distance of the Art Gallery of New South Wales. The property is steps away from Wansey Road city rail.

Rhapsody Resort (Queensland, Australia): Offers stylish, self-contained accommodation in the heart of Surfers Paradise. Choose from spacious studio, one, and two-bedroom apartments with breathtaking views of the Pacific Ocean, vibrant city skyline, and the picturesque Gold Coast hinterland.

In this Written Report, you will demonstrate your understanding of the key concepts and principles of marketing as applied to hospitality and tourism experiences. Specifically, you need to:

• Use research data to demonstrate the current state of the tourism and hospitality industry.

• Analyse the data you collected to assess the challenges and opportunities for the business.

• Evaluate your researched consumer behaviour that can influence the marketing of your hospitality and tourism business.

• Discuss the potential marketing strategies that the business should adopt and reasons why such marketing strategies can benefit it under the current market environment (don't forget the impacts of global trends e.g. sustainable practices and artificial Intelligence (AI) on the tourism and hospitality businesses). Predict or forecast the gains or losses the business is likely to experience over the next two years, and provide recommendations to be included in the Marketing Strategy Plan.

Your report structure should consist of the following parts:

Cover Page

Executive Summary

Contents Page with corresponding page numbers of each section

Introduction (page numbers start with this section)

Research methodology - e.g., identify what research methods you have used to collect your research data, and discuss if the data collected are free from bias and/or your attempt to minimize any unintended bias. If the data you have obtained are from secondary research (as most students do), do not forget to use in-text references and reference list to acknowledge the use of other sources in the correct Reference format (refer to your academic writing guide for details).

Section heading (here you will use your section heading - a short phrase indicating what is being discussed in this section).

(Note: you can have as many sections as you like as long as they are necessary - usually it is good to have one idea and/or discussion of it in one section and start a different section for the next point or idea.)

Conclusion

Recommendation

List of References or Bibliography

(Note, you can also combine Conclusion and Recommendation so it can also be - Conclusion and Recommendation.)