Will technology enhance or destroy the corporate’s hotel-travel policy?
Crppresentation
1. A study of the marketing
techniques adopted by
the hotels in Dubai.
Rohit N Jagasia
2. Introduction
Hospitality industry can be defined as “Comprised of
commercial organizations that specialize in
providing accommodation and/or food and
beverages through a voluntary human exchange.”
It belongs to a subspace of the tourism industry.
Dubai has a tourism target is set to be
accomplished by 2020 of 20 million visitor target.
The hotel industry in Dubai is very robust. Since mid
2013 and mid 2014, there has been an addition of
7,000 rooms and above
4. Price
It is a very significant factor that lures
customers so that the customers can form an
opinion about a product or service.
A certain group of customers are available and
are willing to stay at a particular hotel but due
to the price, the customers restrict themselves
by staying there.
5. Location
There are a few groups of customers that
prefer to stay at hotel that is located at an
easily accessible area or a centrally located
hotel.
Some customers also prefer living in a
peaceful, calm and pleasant environment
away from the city in order to be away from
the monotonous city life.
32% bookings due to scenic view.
6. Services and Other
Factors
A lot of tourists for a hotel are dependent on the
service quality and an excellent service quality is
a key to attract potential tourists.
In order to create a pleasing experience for the
guest, the power lies in considerable degree
with the management and the hotel staff.
7. Research Objectives
1. To study the existing hotel industry in Dubai
2. To study the marketing techniques used by
hotels in Dubai.
3. To use various research techniques to
understand what drives growth in the Dubai
hospitality sector.
8. Research Methodology
RESEARCH METHODOLOGY:
The Research Methodology comprises of two
major parts:
1. Primary Research.
2. Secondary Research.
9. Scope and limitations
To understand marketing strategies adopted
by hotels in Dubai. To analyze and study
these marketing strategies adopted by the
hotels in order to increase sales. Lack of time
would give varied results and visiting different
hotels in Dubai to gain more insight
regarding this study. Carrying out physical
surveys will not be possible in Dubai due to
the regulations.
11. Quantitative Analysis
As per multi-linear regression:
Promotions (discounts and package deals), hotel services and others prove to
be the most significant variables that mainly affect the consumer perception for
choosing an hotel.
14. Analysis for Chi-square
test
From the above table we can infer that:
Location, price, security and reservation have a chi-
stat value greater than the chi-critical value. Hence
we reject the null hypothesis that means that there is
a difference between the consumer perception and
expectation.
Similarly for the remaining variables: Promotions,
services and staff interaction had a chi-stat value less
than the chi-critical value so we can infer that this
data is not significant and reliable.
15. Qualitative Questionnaire
The Industrial Expert for the topic is Mr. Karim (Manager of White Feather Hotels,
Dubai.)
Questionnaire:
Could you please put some light on the major marketing strategies that your hotel
uses in order to attract customers?
How do you differentiate your hotel from the other major players in the hospitality
industry in Dubai?
According to you which factor would be important in terms of providing the customer
a pleasant experience in your hotel?
How do you differentiate your hotel from the others in order to gain customer
footfall?
Online websites make a huge influence on a customers decision before selecting a
hotel, how does that benefit White Feather Hotels?
16. Qualitative Questionnaire
Could you specify the target market the budget hotels are
currently targeting in Dubai?
With reference to the question you answered above, does your
hotel majorly attract businessmen or tourists?
What do the customers expect when they select White Feather
Hotels?
The hotel industry is one of the most competitive industries in
Dubai, what are the actions your company take in order to
retain old customers?
Having value added benefits such as a spa or a gym makes a
difference in the customers mind before selecting a hotel
Primary Research: The Primary Research will be done by carrying out Quantitative Analysis of the data obtained through online surveys of customers in and outside Dubai. It will also consist of Qualitative Analysis by gaining insight from a Industry Expert based in Dubai in order to gain expert insight on the research. Qualitative survey will also be conducted (Students from SP Jain and other colleges), the survey will consist of open ended questions in order to gain factors and other variables in this study.
Secondary Research: The Secondary Research will consist of various journal articles obtained through online resources and databases. Conceptual framework and factors included in this survey will be gathered from online databases such as EbscoHost, Google Scholar, and ProQuest. Other resources will consist of various business magazines and company publications
