Strategic Marketing Plan for a Hotel

Powerful Essays
Topics: Marketing
Maarit Karppinen

STRATEGIC MARKETING PLAN FOR A HOTEL

Hotel and Restaurant Business 2011

2

VAASA UNIVERSITY OF APPLIED SCIENCES Degree Programme of Hospitality Management

ABSTRACT
Author Title Year Language Pages Name of Supervisor Maarit Karppinen Strategic Marketing Plan for a Hotel 2011 English 59 + 2 Appendices Peter Smeds

The aim of this thesis was to form a strategic marketing plan for Hotel X, a small privately owned hotel in Helsinki. The theoretical part of this thesis presents tourism and marketing from the hospitality industry’s point of view; what challenges the accommodation providers face when marketing their products and what kind of plans can be formed in order to keep their marketing actions up to date. In the research a qualitative method was used and the data was collected using semi-structured questionnaire. In-depth interviews were conducted with the hotel owner and staff members. The results of the research formed the strategic marketing plan outlining the action plans on how Hotel X should proceed with its marketing.

Keywords

Marketing, hospitality industry, marketing plan, accommodation services providers, customer satisfaction

3

VAASAN AMMATTIKORKEAKOULU Degree Programme of Hospitality Management

TIIVISTELMÄ
Tekijä Opinnäytetyön nimi Vuosi Kieli Sivumäärä Ohjaaja Maarit Karppinen Strategic Marketing Plan For a Hotel 2011 englanti 59 + 2 liitettä Peter Smeds

Opinnnäytetyön tavoitteena oli luoda strateginen markkinointisuunnitelma Hotellille X, joka on pieni yksityisessä omistuksessa oleva Hotelli Helsingissä. Teoriaosassa tarkastellaan matkailua ja markkinointia majoituspalveluiden tuottajien näkökulmasta; mitä haasteita majoituspalveluidentuottajat kohtaavat markkinoidessaan tuotteitaan ja minkälaisia suunnitelmia voidaan luoda markkinointitoimenpiteiden pitämiseksi ajan tasalla. Tutkimusosassa käytettiin kvalitatiivista, eli laadullista tutkimusmenetelmää. Tutkimusaineisto kerättiin

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