Consumer Behaviour In Hotel Industry Marketing Essay

Consumer Behaviour In Hotel Industry Marketing Essay Understanding of customers as well as customer behaviour is the key success factor in marketplace, either nationally or internationally. Consumer behaviour refers to the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society (Hawkins et al., 2010). Hawkins et al. (1992) defined it as a process of a study of economic, social psychology, sociology as well as cultural anthropology in order to endeavours to understand the customer purchasing and lifestyle. The basic requirement for operating a business is to build, retain and satisfying customers. Lack of understanding consumer behavior will lead to difficulty in retain and satisfying (Kim et al., 2001). For instances, a new chain hotelier need to has the capability in understanding the current as well as future behaviour of consumers. It is essential for a new chain hotelier to expect the prospective increase in customers demanding for future, food and beverage services in certain area and the number of rooms. 2.8 Consumer Behaviour in Hotel Industry Hospitality is a unique industry provides a range of substantial products as well as insubstantial services, for example accommodation, atmosphere, food and drink and spa service. Thus, consumer behaviour is predominantly complicated and significant towards hotel industry. Prominently, hotel industry is highlighted on customer experience and customer experience in great extent straight influence customers feelings, attitudes, and buying intentions. Consequently, lead to a subsequent behaviour (Whitford, 1998). Hospitality experience is particularly broad and diverse. It will be different from customer to customer for instance leisure guests behaviour is different from business. Hotel tends to develop and monitor visitor understanding to make positive relative relationship with consumers as potential guests spill major consideration on satisfaction and experience when decide on a hotel. According to Zeithamal et al (2003), customer satisfaction could give rise to guest loyalty. However, Kotler et al., (2003), Reid Bojanic (2009) argue that customer not necessarily will revisit again due to the variable of customers expectations even though when a customer is satisfied with high hotel experience quality delivered. For example, a customer is prefers to look for something new and fresh as he or she is bored of the hotel he or she used to stay. Besides, customers expectation most likely influence by pre- purchased form of hotel industry in some extent. Hence, hotel customers have valid reasons and right to select the hotel rather than the hotels competitors and revisit over and over again only if the hotelier understanding customers behaviour and providing constant satisfaction (Keller, 1993). Customer is a key player for an organization. Every successful business is customer driven. Therefore, marketing is the method to build long term relationship with customers. This is the key intention of the organization towards the customer (Kotler, 1983). In other words, profit maximisation is the fundamental objective to run a business, whilst customer is the key source of profit, thus with the purpose of achieve competitive advantage in market place, the organisation should position customer in priority place, which to great extent based on understanding customers and their behaviour. An organisation will find hard to sustain if they ignore the important of understand customer behaviour (Kim et al., 2001). Hawkings et al., (2010) defined customer behaviour as the study of organisations, individuals, or groups also the procedure they employ to dispose, secure, use and select of services, experiences, products, or ideas to satisfy requirements as well as the consequences on the cus tomer and society that result from these processes. As stated previously, customer behaviour is particularly complicate in hotel industry because of some natures of hospitality. Vitally, customers understanding are given by both intangible services and tangible products. The example of intangible services such as spa treatment or atmosphere while tangible products such as food and beverage or accommodation. The feelings, emotion and purchase intention of customers could affect the quality of consumers experience whereby can be variable also different from one to another. As a result it increase difficulties of monitoring and control (Whitford, 1998). Meanwhile, customers satisfaction may shattered by the advance payment approach of hospitality industry due to the expectation gap in their psychological value. On the whole, customer loyalty could be vitally affected by consumer satisfaction but this interrelation is not typified in hospitality industry (Zeithamal et al., 2003).That is a chance that customers may decide not to revisit al though the hotel meet their requirement and achieve satisfaction. This is due to the same products or services provide. For the reason, customers are desire for new environment and they might tire with the hotel they often stayed with (Kotler et al., 2003, Reid Bojanic, 2009). As a result, Keller (1993) claimed that customers are motivated with valid reason to faithful to some hotel, which possibly will enhance profitability for the hotel company provided that they presenting constant satisfaction by clearly understanding consumersbehaviour (Bowen Shoemaker, 1998). Profitability would accelerate approximately 100% if that is given rise of five percent consumer retention. Furthermore, the cost of obtaining new consumer is much more expensive (Reicheld and Sasser, 1990). Primary data Primary data is the first- hand experience collected from the research. Primary data has the greatest originality characteristic where hardly to be modified by human beings and has not been published yet which is including observations, interview and questionnaire (Sekaran and Bougie, 2010). Besides, primary data has it owns greater validity in which it is generally right when the secondary is unavailable or insufficient to respond the research question (Ghauri, 2005). However, it is time consuming and costly to collect primary data due to the limitation of sources for primary data. Secondary data Secondary data is the second-hand data which is collected by someone else others for some other purposes instead of the researcher including both raw data (such as, organisationsdatabases, payroll details) and published summaries (such as, journals, periodicals) (Saunders et al, 2003). The advantages of secondary data are the variety of sources and it is easy to access. The reliability and validity of secondary data are lower than primary data due to it can be easily obtained and manipulated by human beings. Having judged advantages and disadvantages of the two types of data, and according to the purpose of the study, primary data will be collected through a questionnaire to investigate customers opinion about their which can attract them come back to the hotel. In spite of many difficulties may faced when collecting primary data, it is still perceived as the most reliable and authentic source of data (Ghauri, 2005). The questionnaire is deemed most frequently used strategy in busine ss and management research as it enables the researcher to economically collect a large amount of data from a sizeable population as well as easily explain and compare. As for the question design, according to Saunders (2003), close question is usually quicker and easier to answer, as minimal writing required; hence all questions in this survey are close-ended designed. Two types of closed question are employed the questionnaire: category and rating questions. For one thing, category questions are used for the first part of the questionnaire to ask personal information including gender, age, occupation, nationality, as well as income. In the mean time, having considered the age and income relate to individual privacy, the question is only asking the age group and income range instead of specific figures. Individual information is necessary simply because these attributes will significantly affect their hotel choice and preference. Also, category questions still applied to the second part which about respondents behavior towards hotel choice and reasons, since category question are suitable for behaviour or attributes (Saunders et al., 2003). The thi rd portion is in regard to respondents opinion and suggestion towards the special reason or some advice for the Jingdu Hotel. Therefore, the Likert-style rating scale with five point are appropriate for third section, as what Saunders (2003) suggested, opinion data is most frequently collected by rating questions, especially Likert- style rating scale, in which the respondent is asked their agreement level. A ranking question will not be taken into account, as it usually takes relatively longer time to finish by asking the respondent to place thing in rank order. Additionally, a covering letter will be accompanied to explain the solo academic purpose of the survey and express gratitude for their kind corporation. Dillman (2000) suggests the covering letter could to some extent improve the respondent rate. According to Sekaran and Bougie (2010), sampling is the process of selecting a sufficient number of the right elements from the population. It is to great extent influence the effectiveness of the research. This research is concerned with the customer loyalty strategies in Jingdu Hotel, and the questionnaire aims to investigate customers preference towards the Jingdu hotel. Hence, the population would be all customers who have experienced or attempt to have an experience in this hotel. According to Saunders (2003), non- probability sampling is most practical for exploratory research when the sample size is ambiguous and unsuitable for probability sampling. In this study, in order to improve the effectiveness of the survey result, the sample size has been limited to customers who have stayed with international hotel chains, since those customers may better understand the international hotel companies than those people have no international hotel experience. At the same time, the conve nience sampling will be employed to conduct the survey, as it can quickly and easily obtain the sample (Saunders, 2003). Specifically, questionnaire will be sent to these customers who are already joining this hotel when they are checking-in or checking out to ensure the validity and reliability of the answers. 3.5 Reliability and Validity It is critical to evaluate the reliability and the validity to minimise the error when carrying out the research (Saunders et al., 2003). Since this research will collect primary date through questionnaire, factors may affect reliability and validity will be the questionnaire design, structure of the questionnaire, sampling, and the respondents. 3.5.1 Reliability According to Joppe (2000), reliability often refers to the extent of the results are stable over time, whether the procedures of collecting data, as well as the findings are consistent. Kirk and Miler (1986) identify three factors of the reliability in quantitative research, which related to: repeatability, stability, and similarity within a given period of time. Moreover, there are four threats towards reliability mentioned by Robson (2002) that: subject or participant error, subject or participant bias, observer error, as well as observer bias. 3.5.2 Validity According to Saunders et al., (2009), validity is concerned with whether the quality of the research measurement and the research results are trustworthy and scientific. Three types of validity have been defined: construct validity, content validity and criterion-related validity. Wainer and Braun(1988) assert the main validity in quantitative research is construct validity, which refers to the initial concept, notion, question or hypothesis that determines which data is to be gathered and how it is to be gathered. In this research, in order to enhance the validity, the questionnaire was tested carefully to avoid errors owing to ambiguity or misunderstanding. The researcher uses clear instructions and simple wording to ensure that the responses will be valid. At the same time, all questions are close- end type to ease respondents in order to maintain the objectiveness and validity, as according the suggestion from Foddy (1994), closed questions can be relatively easy and efficient to answer from respondents. Additionally, the length of the questionnaire has been controlled to 15 questions to ensure participants who can complete within 5 minutes and hence to avoid the low respondent rate. The covering letter accompanied with the questionnaire to explain the only academic purpose of the investigation and guarantee the confidentiality at the same time. The questionnaire has been improved by a pilot test to ensure the feasibility and avoid ambiguity.

A History of the Brooklyn Botanic Garden :: Essays Papers

A History of the Brooklyn Botanic Garden Growing from its humble beginnings as an ash dump in the late 1800's, the Brooklyn Botanic Garden has come to represent today the very best in urban gardening and horticultural display. The Brooklyn Botanical Garden blooms in the middle of one of the largest cities in the world. Each year more than 750,000 people visit the well-manicured formal and informal gardens that are a testament to nature's vitality amidst urban brick and concrete. More than 12,000 kinds of plants from around the globe are displayed on 52 acres and in the acclaimed Steinhardt Conservatory. There's always something new to see. The Brooklyn Botanic Garden offers a variety of public programs all year long. Tours, concerts, dance performances and symposia are always on the roster, as well as special one-time events that feature elements of the Garden at their peak. Each spring the Brooklyn Botanic Garden celebrates the flowering of the Japanese Cherry Trees with our annual Sakura Matsuri (Cherry Blossom Festi val), and each fall is spiced up with our multicultural Chili Pepper FiestaA few of the "Many Gardens within a Garden" include the Children's Garden, tended each year by about 450 kids, ages 3 through 18; The Cranford Rose Garden, exhibiting more than 5,000 bushes of nearly 1,200 varieties; The Herb Garden, with more than 300 varieties -- "herbing" is apparently taking the country by storm as people rediscover medicinal, culinary, and other uses; and The Japanese Hill-and-Pond Garden, a beautiful creation featuring a Viewing Pavilion, Waiting House, Torri, shrines, bridges, stone lanterns, waterfalls, pond, and miniaturized landscape. About half of the BBG's 52 acres is devoted to the Systematic Collections: trees, shrubs, and herbaceous plants arranged to show their evolutionary progression. Visitors will also enjoy the Conifer Collection, Daffodil Hill, Oriental Flowering Cherries, and other special collections. The Steinhardt Conservatory The Steinhardt Conservatory is a $25 million complex holding BBG's extensive indoor collection in realistic environments that simulate a range of global habitats. The Tropical Pavilion, 65 feet high, re-creates a rain forest complete with a waterfall and streams. Flora from the Amazon Basin, African Rain Forest, and tropical eastern Asia thrive here. The Helen Mattin Warm Temperate Pavilion houses plants from central China, the Mediterranean, Australasia, southern Africa, and the western U.

Dubai’s heritage and culture for future generations Essay

There has been a sufficient mention of a profound dearth of interest in preserving Dubai’s heritage and culture for future generations. The severity of Dubai’s cultural problems (both current and impending) is an overwhelming testament to the shortfalls of various cultural players. Dubai’s cultural scene is beset by issues ranging from funding to the non-existence of a governing agency on cultural arts and activities. The lack of funding allocation for Culture, Heritage and the Arts hampers government organizations from awarding prizes for artistic/literary achievements and awarding subsidies for the pursuit of the Arts. This phenomenon holds true for the Fine Arts and Literature although the UAE government has accorded ample financial support for Festivals like the Dubai Shopping Festival and Dubai Summer Surprises and theatrical infrastructure improvements. Support for Folklores Promotion and Archeology and Heritage Campaign, however, has not been reasonable; folklore presenters being imported from Oman and Archeology and Heritage Funds mostly channeled to administrative expenses. Education, being an essential tool for information dissemination, interest stimulation, and revolutionary change has not been aptly utilized to impact artistic/cultural perspectives among Dubai’s youth. This has crucial implications for both the quality and availability of indigenous workforce in that line. There are limited schools for Drama and Theatre, Music, and Folklore. Academic trainings for Archeology and postgraduate courses for Media are unavailable in the United Arab Emirates. Insufficient emphasis is given to Fine Arts, Literature, Folklore, and Heritage in school curriculums. Commercial Music Institutes, more than being of questionable quality, are beyond affordability by some Dubai residents. Lack of public interest is often the offered rationale for these academic limitations, although initiatives focused on the dilemma could have sparked a renewed public interest in Culture and the Arts. This dearth of public interest has crucial implications for the composition of Dubai’s cultural workforce and the artistic/cultural participation among the populace. The Nationals’ interest in theatre and performing arts is in congruence with the number of theatrical activities providers- both are limited. Dubai’s Fine Arts Exhibits showcase some unique talents and the artistic experience. However, the arena is beset by commercialism and a lack of appreciation among UAE nationals. Expatriates are more keen on Emirate Arts which benefits from an artistic enthusiasm peculiar to a wealthier society segment. Dubai’s Musical Arena is characterized by a musically-inclined, musically-upbeat society, and a commercialized musical education system. Songs and dances are an important part of celebrations, and there is an inordinate demand for international concert seats. Inadequate project experience and strong public participation, however, marks Dubai’s Film Scene. The launching of the International Film Festival in 2004 and the Dubai Studio City Project are predicted to generate a strong reception on Dubai’s film, TV, and music industries. Dubai’s literary domain, mainly focused on poetry, is not supportive of the development of intellectuals and thinkers. Government-sponsored poetry awards are an insufficient compensation for the limited career prospects for literature graduates. Festivals in Dubai such as the Dubai Shopping Festival and the Dubai Summer Surprises have acquired an international reputation, drawing tourists from the Middle East and beyond. However, a highly-trained festival-hosting workforce stands in stark contrast to the unprofessional and poorly-trained folklore performers, mostly from Oman. While Dubai’s rapid economic growth has made it a preferred destination for business meetings and international events, its vantage for exhibiting local folkloric performances to an international audience has not been fully utilized. It is quite ironic in that part of the reason of the businesses’ choice of Dubai is the pursuit of some Mideastern charm. Restoration attempts on Dubai’s historic buildings and the circulation of accompanying brochures and maps in multiple international languages are commendable efforts at giving tourists a glimpse of its ancient glory. The aforementioned measures are necessary to take advantage of Dubai’s vantage in the highly-competitive heritage tourism industry. However, the unavailability of Archeology programs in the UAE academe, and hence, the dearth of local Archeology specialists consequence in expatriate archeologists having to send artifacts to their respective countries for research/examination. Dubai’s Media Sector, with its state-of-the-art infrastructure and openness to competition, is in a struggle between foreign ownership and foreign workforce domination and calculated guardianship measures against Western infiltration. The media hub, albeit accommodating of the city’s cosmopolitan composition, suffers the dearth of a commercialized local cultural content. Islam is highly-inculturated and educationally-integrated in Dubai amidst its policy of accommodation and support to non-Muslim, expatriate religions. It is only a sober fact that the beauty of Islam has been overshadowed by negative perceptions pertinent to Terrorism. By and large, Dubai’s Islamic atmosphere, liberal for its multicultural make-up, is aptly guided by the Islamic values of tolerance and moderation. Technology can accord Dubai’s Arts and Culture a distinct vantage, but it can also effect otherwise. Electronic proliferation is a global trend, and cultural domination vis-a-vis high-technology is way unpredictable. It would also be of interest to note of the inadequate coordination among various cultural and arts providers and between Dubai’s public and private sectors. Dubai’s cultural scene is oblivious to common notice because of the dearth of literature in the subject; the absence of data on usage, patterns and preferences and the paucity of surveys and researches are common themes that beset Dubai’s cultural components. It is ironic that cultural/heritage problems prevail in Dubai, while the United Arab Emirates as a whole advocates culture and heritage. In the UAE, the preservation of many of its unique archaeological and architectural sites and its manuscripts have been given special preference. Literature and customs are widely studied in schools, while museum displays, heritage villages and the restoration of vanished monuments (based on photographs, local memory and documentary evidence) have helped to create a context and feel for this cultural legacy . It appears that most of the cultural development is occurring in Abu Dhabi; in 2005 a law was passed in this city establishing Abu Dhabi Culture and Heritage Authority. This new Authority’s goal is to sponsor intellectual and artistic activities and preserve the cultural heritage of the Emirates. This entails directly promoting Abu Dhabi’s cultural heritage, drawing up and implementing cultural policies, plans and programs, reviving cultural heritage projects, and organizing exhibitions and conferences on cultural heritage 1. Abu Dhabi signed a Memorandum of Understanding (MOU) with the New York-based Guggenheim Foundation to establish a world-class museum devoted to modern and contemporary art, called the Guggenheim Abu Dhabi (GAD), the museum designed by the eminent architect Frank Gehry will place the Emirates as a leading international cultural destination22. The researchers have asserted that situated in the center of Abu Dhabi, there is a Cultural Foundation which is now part of the Abu Dhabi Authority for Culture and Heritage (ADCH); this, at the heart of the capital’s cultural life benefits children, adults of all ages, UAE citizens and expatriates. One of the most significant features of the Cultural Foundation is the National Library which has well over a million books, primarily in Arabic, although there are also collections in a myriad of foreign languages. A majority of these volumes are available for reference for the public, plainly requiring a simple registration process. There is also an area for children where special programs are planned, especially during the school holidays2 . It is apparent that the culture of Dubai should be promoted in the same manner; perhaps these cities could share wealth in culture preservation through the Fine and Performing Arts and the Media.

Ethical Issues Of Marketing Ethics - 1924 Words

Introduction According to Thomas Donaldson and Patricia Werhane, â€Å"Ethics can be defined as the study of whatever is right and good for humans.† Ethics are defined as rules of behavior, code of conduct, ability to distinguish between the good and the bad. In general, ethical marketing is a process through which an organization or a company sells its products and services by using the fair means of ethical principles there by creating a strong customer relationship resulting in an increased value of stakeholders. Therefore, marketing principles includes a fair and true level in marketing communications, respecting the privacy of its customers, obeying and following the government regulations in addition to the standards set by the marketers. 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