SHA HF 260 Study Guide - Final Guide: Beak, Cluster Analysis, Pest Analysis

• School: Boston University
• Department: Hospitality Administration
• Course: SHA HF 260
• Professor: Makarand Mody

Document Summary

Should not be too narrow or too broad, clear and unambiguous. Impacting hotel industry: e demographic destination, t airbnb, robert hotel. 5: identify the target audience, determine the communication objectives, design the message, select communication tools, select the message source, collect feedback. Servqual- interpret a servqual results table (expectation- perception/ performance table) Tangibles quality (equipment), reliability quality (on-time), responsiveness quality, assurance quality, empathy quality: mission statement- purpose, characteristics. Gives one general understanding of how to target a market effectively. Components: advertising; sales promotion; direct marketing; public relations; personal selling (sales); Benefits: legitimate, repetition, builds long-term image, low cost per exposure. Drawbacks: impersonal; one-way communication; easily ignored; can be very costly. Benefits: attract customer attention; encourage immediate purchase; can boost sagging sales; drawbacks: effects are short-lived, short-term, may not build brand preference, create artificial sales bump. Public relations: publicity is a part of public relations, which also includes media relations, corporate communications, lobbying, counseling, events.