A Study On he Promotion Strategies for the Resort Marketing (Centered Deluxe hotels in Haundae area)

Lee, Hee Chun(Department of Tourism Management Graduate School of Business Administration Kyung Hee University)

In general, it can be said that the main function of the hotel is lodging. But currently hotels are becoming places of the social intercourse culture are as a center for local society. Therefore, hotels needed to have functions not only for serving food and beverage but also for providing the facilities for culture, entertainment and health, instead of a mere lodging function.

To keep a pace with such a social need, the hotel has responsibility of providing customers with the high quality service to feel at home:

These days it is true that the occupancy rate of resort hotel is dramatically rising due to new recognition and need for the leisure activity and health. Also management is improving compared to last few years.

Due to increase of disposal income, increase of leisure time and transportation development, travel volume is greatly increasing and the number of the hotels also continues to grow.

Though there has been general increas in hotelsin proportion to the increase of travellers, hotel marketing activity is still weak.

In this paper, the focus of study was on the hotel marketing. The study is focussed on assessing the problems and the solutions by analoysis wich is shown in Chapter 3.

the high quality service to feel at home:

These days it is true that the occupancy rate of resort hotel is dramatically rising due to new recognition and need for the leisure activity and health. Also management is improving compared to last few years.

Due to increase of disposal income, increase of leisure time and transportation development, travel volume is greatly increasing and the number of the hotels also continues to grow.

Though there has been general increas in hotelsin proportion to the increase of travellers, hotel marketing activity is still weak.

In this paper, the focus of study was on the hotel marketing. The study is focussed on assessing the problems and the solutions by analoysis wich is shown in Chapter 3.

The problems are as follows:

1. the difference of room occupancy rate is big between peak season and off season and between weekend and weekdays.

2. The basic sales promotion strategy for off season if poor.

3. The establishment of marketing concept is not sufficient due to the lack of the correct recognition of marketing.

4. The difference fromulation for room rate policy during off season is not working.

5. The quality level of service is low because of insufficient employee training.

6. The strategy for making image as a resort hotel is not sufficient.

The competition with other hotels is increasing. To save and supplement the above problems, the following solution is suggested:

1. To enhance the marketing function, the following in necessary;

1) Strong investment in sales and promotion activities and collateral to enhance Haeundae image.

2) Market diversification strategy through market segmentation.

3) Development of attractiveness of resort hotel.

4) Improvement of service quality and product price strategy.

2. Price policy during off season should be realized which can give customers trust and attract weekday customers.

3. Training department should be established in a hotel and enforce employee education and training. Moeover, the employee training which is done inother institution should be practical rather than formal.

4. Hotel managers should set up long term plan and need long term investmentfor the facilities for recreation and resort.

5. Transportation inconvenience should be solved to compete with other city hotels.

In conclusion, each hotel operator should develop a rational sales strategy byusing a suitable marketing method for each hotel because resort hotel is different at market environment and condition with city hotel. Morever, the future of resort hotel is very desirable from the long term view when there are owner's decision and will which would accept the suggestions discussed above.

March 1991.

I am a graduate student at Kyung Hee University, major in Hotel Administration. This industry project analysing marketing strategies adopted by resort hotels is vital requirement for the degree of Master of Science in Hotel Administration.

In order to complete this project I need your precious opinion.

You will be assured of anoymity and your answer will only be used for this project's purpose.

Thank you very much for your time and best personal regards to you.

Sincerely,

Lee, hee Chun Master's course of Hotel Administration Kyung Hee University Directed by Dr. Suh, Sung Han