Marketing Communication in the Hospitality Industry

Topics: Marketing, Communication, Message Pages: 101 (34421 words) Published: November 13, 2008
Table of Contents
1 Introduction .......................................................................... 1 1.1 Background ................................................................................... 1 1.2 Problem Discussion....................................................................... 2 1.3 Purpose......................................................................................... 3 1.4 Delimitation ................................................................................... 3 2 Frame of Reference .............................................................. 4 2.1 Service Marketing.......................................................................... 4 2.2 Marketing Communications........................................................... 5 2.2.1 Communication Process..................................................... 6 2.2.2 Marketing Communication Models...................................... 7 2.2.3 Marketing Communication Tools ........................................ 8 2.2.4 Consumer and Business Markets....................................... 9 2.2.5 Integrated Marketing Communications ............................. 10 2.2.6 Word of Mouth .................................................................. 13 2.3 Storytelling .................................................................................. 14 2.3.1 Explore Storytelling........................................................... 14 2.3.2 Develop Storytelling.......................................................... 15 2.3.3 Implement Storytelling ...................................................... 16 2.3.4 Problems with Storytelling ................................................ 17 2.4 Summary of Theories.................................................................. 18 3 Method ................................................................................ 20 3.1 Scientific Approach...................................................................... 20 3.2 Qualitative Research Method ...................................................... 21 3.3 Induction and Deduction.............................................................. 21 3.4 Data Collection............................................................................ 22 3.4.1 Sample Choice ................................................................. 23 3.4.2 Interviews ......................................................................... 24 3.4.3 Conducting the Interviews ................................................ 25 3.5 Data Analysis .............................................................................. 26 3.6 Quality of the Research............................................................... 26 4 Empirical Findings ............................................................. 29 4.1 Stora Hotellet .............................................................................. 29 4.2 Slottsvillan ................................................................................... 31 4.3 Toftaholms Herrgård ................................................................... 33 4.4 Designhotellet ............................................................................. 35 4.5 Såstaholm Konferens.................................................................. 37 4.6 Gripsholms Värdshus.................................................................. 39 4.7 Albert Hotell................................................................................. 41 4.8 Icehotel........................................................................................ 43 4.9 Villa Fridhem............................................................................... 45 5 Analysis............................................................................... 47 5.1 Services in the Hospitality Industry.............................................. 47 5.2 Storytelling in the Hospitality Industry.......................................... 47...

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