Transcript 1133962483_455895

CHAPTER 14
Hospitality and Tourism Operations
Research Event
Purpose
 The Hospitality and Tourism Operations Research
Event provides an opportunity for students to
demonstrate management skills.
 Hospitality and tourism operations includes
marketing and management functions in a
business primarily engaged in satisfying the desire
to make productive or enjoyable use of leisure
time.
MARKETING, 4E
© 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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CHAPTER 14
Hospitality and Tourism Operations
Research Event
Scenario
 A customer service gap is the difference between
customers’ expectations of a service and the
actual service they receive.
 The Hospitality and Tourism Operations Research
Event requires participants to select a hotel or
restaurant and analyze the customers’
perceptions of service they receive from the
business.
(continued on the next slide)
MARKETING, 4E
© 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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CHAPTER 14
Hospitality and Tourism Operations
Research Event
Scenario
 Participants will survey current customers and
prospective customers to determine their
expectations of the hospitality business.
 Participants will then develop a customer
service/promotion campaign to expand the
customer base using the most cost-effective
media available.
MARKETING, 4E
© 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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CHAPTER 14
Hospitality and Tourism Operations
Research Event
Description
 This project can be completed by one to three
members.
 You will have 10 minutes to present your project
and 5 minutes to answer the judge’s questions.
(continued on the next slide)
MARKETING, 4E
© 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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CHAPTER 14
Hospitality and Tourism Operations
Research Event
Description
 The written project consists of the following parts:
Executive Summary
Introduction
Research Methods Used in the Advertising
Media Analysis
Findings and Conclusions
Proposed Institutional Promotion Campaign
Bibliography and Appendix
MARKETING, 4E
© 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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CHAPTER 14
Hospitality and Tourism Operations
Research Event
Performance Indicators Evaluated
 Design an advertising media analysis.
 Conduct an advertising media analysis.
 Prepare an institutional promotion campaign to
improve public perception of a business.
 Analyze results from the research and identify the
most cost-effective advertising media available.
 Present the research findings and institutional
promotion campaign to the company.
MARKETING, 4E
© 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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