Executive training exercises in small hotel marketing
International Journal of Culture, Tourism and Hospitality Research
ISSN: 1750-6182
Article publication date: 9 October 2009
Abstract
Purpose
This paper's aim is to help hospitality management executives and graduate students to understand and to develop marketing expertise in the small hotel sector.
Design/methodology/approach
Case studies for three hotels illustrate some major marketing challenges for the small hotel sector. Marketing activities are characterized by non‐marketing, inexpert marketing, implicit marketing, and sophisticated marketing categories. These categories are adapted specifically for the small hotel sector.
Findings
Some hotels fall into a distinct category, while other hotels span multiple categories depending on their involvement level in various marketing activities (e.g. marketing intelligence, or promotion).
Originality/value
Training exercises highlight specific marketing issues relevant to small independent hotels. Using the model, benchmarking suggestions are developed based on the hotel's marketing activity level. These exercises help practitioners to recognize this sector's diversity due to a wide spectrum of marketing styles and approaches employed by SME owner‐managers within the hospitality sector.
Keywords
Citation
Moriarty, J., Jones, R., Rowley, J. and Kupiec‐Teahan, B. (2009), "Executive training exercises in small hotel marketing", International Journal of Culture, Tourism and Hospitality Research, Vol. 3 No. 4, pp. 337-346. https://doi.org/10.1108/17506180910994550
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited