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Executive training exercises in small hotel marketing

Jane Moriarty (Marketing Student based at Hen Goleg, Bangor Business School, Bangor University, Gwynedd, UK)
Rosalind Jones (Lecturer in Business & Management, based at Hen Goleg, Bangor Business School, Bangor University, Gwynedd, UK)
Jennifer Rowley (Professor of Information & Communications based at Manchester Metropolitan University, Manchester, UK)
Beata Kupiec‐Teahan (Food Marketing Researcher based at the Land Economy Research Group, Scottish Agricultural College, Edinburgh, UK)

International Journal of Culture, Tourism and Hospitality Research

ISSN: 1750-6182

Article publication date: 9 October 2009

2773

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

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