The role of marketing tools in building the perception of a hotel
Cardiff Metropolitan University
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The main purpose of this research is to identify the most important factors that influence Bulgarian tourists in choosing a hotel for their holiday in Bulgaria and the marketing tools involved. The researcher examined the relative weight of those factors according to the participants in the survey – namely, what Bulgarian tourists value most, what affects their choices and what are the attitude determinants in choosing a hotel. In addition to marketing tools, the role of marketing and communication channels was discussed – the internet, social networks, television, printed media and "word of mouth" (relatives/friends). There have been participated 200 persons in the survey, who represented the target research population. The primary research was conducted involving questionnaires which were distributed in two of the biggest cities in Bulgaria – Sofia and Varna. Both the primary and secondary research have shown that perception could be quite subjective, since it could be based on demographic characteristics, needs, wants, values, etc. In addition, it is of significant importance for a marketer to be aware of the micro and macro environment and to know very well not only the product but also the customers. Moreover, correlations between the different findings have been made for better comparison and more critical analysis. In addition to the primary data, the researcher made use also of secondary data, examining the perception forming process, role of the elements of the marketing mix and specifications of the micro and macro environment. The main results and information obtained show that the tourism product is quite complex because of its perishable and intangible nature. Nowadays, due to the access of vast volume of information, customers are overloaded and need to select what is worth their attention. As playing on the dynamic tourism market, every hotel, no matter what its categorisation is, should point out strategies that would outline its competitive advantages, therefore, the role of marketing tools should be well known and recognised as they could make the big difference and influence demand. In addition, the author identifies and suggests linked issues for further and more in-depth research that would also provide valuable information to marketers and the tourism sector.
Masters in Business Administration
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