AB406H8 Marketing In Hospitality

AB406H8 Marketing In Hospitality

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AB406H8 Marketing In Hospitality

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AB406H8 Marketing In Hospitality

0 Download6 Pages / 1,333 Words

Course Code: AB406H8
University: Mont Rose College

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Country: United Kingdom

Questions:

Using relevant statistics describe the type of visitors who come to the region in which your selected advertised business is located; or the main target market that uses the services provided by your chosen enterprise.
Based on the aforementioned information and marketing theory, critically evaluate how well the advertisement targets the market for that region/enterprise. 
Answers:

The aim of this discussion paper is to analyze the business situation of tourism sector in Sydney region of Australia. Thus, discussion paper has described the features of The Park Hyatt Hotel featured in popular business magazine Micenet. This particular paper will discuss the target tourism market of the hotel as well as the region of Sydney, Australia. Through this paper the efficiency of perfect advertisement in the media can be evaluated which will be analyzed through three effective marketing theories. This discussion paper will discuss AIDA framework, advertising appeal and colour theory to understand the effect of advertising in the popular media (Weng and Huang 2018).
As published by the Australian Bureau of Statistics, only in May 2018, there were 609300 visitors arrived in the place which is the 5.2 per cent higher than the statistics of the previous year (Abs.gov.au 2018). More interestingly, there were more than 9 million tourists visited the country in the first six months of 2018 which is 6.2% relative to the previous year. These international visitors had spent more than $42.3 billion as recorded last May, 2018 (Tourism.australia.com 2018). This has showed the hike of 6% than 2017. To the survey by Tourism Research Australia and Australian Bureau of Statistics, Sydney tourism represented 2.6% of the total economy of the region. The tourism output was $ 17.5 billion direct and $18.8 indirect tourism output. The GVA or Gross Value Added of the region is estimated $17.9 billion. The tourism industry of Sydney has contributed in the GRP or Gross Regional Product by $ 19.1 in total tourism. There are mainly three types of tourists visit this place (Abs.gov.au 2018).

Figure 1. Overseas Arrivals and Departures, Australia, May 2018
(Source: Abs.gov.au 2018)
Those who arrive for attending events, business meetings and seminars, those who want to enjoy the city life of Sydney and love sightseeing and third category includes the medical tourists who visit this city with the desire of treatment or wellness. The international tourists are mainly from the Asian countries as the airlines promote hugely by pointing out the little expenses and short distance. Beside these travelers, there are tourists from the Central European nations and neighboring country New Zealand. The Park Hyatt Sydney through this advertisement is advertising their five-star hotel and resort in all the big cities of the country. Due to huge number of international business tourists are well known with the hotel chains of Hyatt all over the world, advertise the enterprise in the business magazine will attract both the domestic as well as international tourists (Hyatt.com 2018).

Figure 2. Visitor arrivals highlights for May 2018
(Source: Tourism.australia.com 2018)
This advertisement is a great example of AIDA framework as the message is clear to attract the targeted customers. The main target of this type of hotel is to attract the business persons around the world. It has eye catching image that represented the view of Sydney Opera House. The location of the hotel is clear to the targeted customers. In addition to the location the brand name is the chief attraction grabbing factor that grow interest in the customers and arouse desire to reach the place to enjoy the trip. This advertisement has intelligently referred to all the branches of Park Hyatt hotels in the country so that the customers can obtain the offer in any big cities of Australia. The main point highlighted in this advertisement is the luxurious accommodation where not only the business travelers but also the high income earning couples can enjoy their trips. Moreover, the clear message of the advertisement attracts the event planners to provide all benefits for arranging high class events. Thus, this hotel can have a huge number of visitors though business as well as family events.
The advertising appeal of this advertisement is both emotional as well as logical. The view captured from the hotel’s balcony lounge is really very attractive that easily influence the desires of the viewers to visit and stay in their hotels. The main target audience has been hit with the high-class furniture which are usually used in the business meetings. This type of accommodation has attempted to appeal the customers’ self-interest. The advertisement is simple and promoting the brand explicitly. The choosing of the media is highly commendable as most of the business travelers both domestic as well as international attached with the business of the country will be able to identify this advertisement. Moreover, the location of this hotel is clear to the clients which is the chief attracting factor for this hotel and leveraging a competitive advantage. This advertisement refers to the attractive offers very intelligently and soberly so that the target markets feel self-interested to visit the place and enjoy this luxurious life in Australia.
Proper usage of colour of another method of attracting the customers. The exotic view of Sydney is captured at the time of twilight when the river Paramatta beside the opera House gets blue reflection of the blue sky. The soothing blue color represents the comfort to which the customers will actually be attracted. The contrast of brown with blue background is actually enhancing the sense of elegance, formality and class which will highly specific to grab the attention of the business class visitors. These colors along with location of the hotel will definitely appeal the target market for luxury accommodation both for successful business trip or a romantic getaway.
Therefore, it an be concluded that the advertisement of Park Hyatt Sydney has successfully designed their advertisement published in the business magazine. This discussion paper has analyzed three most effective advertisement theories and showed how this particular advertisement has utilized the properly. This advertisement has fulfilled all the criteria of a perfect advertisement as it has effectively used AIDA framework to grab attention of the clients, enhance their interest to find more about this hotel, grow their desire to enjoy a luxurious experience in the central part of the city of Sydney and instigate right action for visiting this place. The survey of the Tourism and Research Australia and Australian Bureau of Statistics have disclosed the percentage of visitors to this city every year and how much is contributed in the national income from the tourism sector of Australia. However, it can be stated that the advertisement has successfully attracted the potential customers to have experience the life in Hyatt.
References:
Abs.gov.au 2018. 3401.0 – Overseas Arrivals and Departures, Australia, May 2018. [online] Abs.gov.au. Available at: https://www.abs.gov.au/AUSSTATS/abs@.nsf/Lookup/3401.0Main+Features1May%202018?OpenDocument [Accessed 16 Aug. 2018].
Burrai, E., Font, X. and Cochrane, J., 2015. Destination stakeholders’ perceptions of volunteer tourism: An equity theory approach. International Journal of Tourism Research, 17(5), pp.451-459.
Hassan, S., Nadzim, S.Z.A. and Shiratuddin, N., 2015. Strategic use of social media for small business based on the AIDA model. Procedia-Social and Behavioral Sciences, 172, pp.262-269.
Hyatt.com 2018. [online] Available at: https://www.hyatt.com/en-US/hotel/australia/park-hyatt-sydney/sydph [Accessed 16 Aug. 2018].
Lee, A.H., Denizci Guillet, B. and Law, R., 2018. Tourists’ emotional wellness and hotel room colour. Current Issues in Tourism, 21(8), pp.856-862.
Lohmann, G. and Netto, A.P., 2016. Tourism theory: Concepts, models and systems. CABI.
Mice.net.au 2018. micenet magazine – | ADVERTORIAL: Created by Hyatt, inspired by you. [online] Mice.net.au. Available at: https://mice.net.au/article/advertorial-created-by-hyatt-inspired-by-you/ [Accessed 16 Aug. 2018].                                                                           
Tourism.australia.com 2018. Tourism Statistics. [online] Tourism.australia.com. Available at: https://www.tourism.australia.com/en/markets-and-research/tourism-statistics.html [Accessed 16 Aug. 2018].
Weng, L. and Huang, Z., 2018. A Study of Tourism Advertising Effects: Advertising Formats and Destination Types.

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