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Abstract:
Hotel organization offer their diverse services to manyenvironmental levels, local environment, national environment,regional environment, international environment, and globalenvironment. This study focuses on promoting hotel services tothe hotel market. Hotel organizations have to adapt strategies according to theirtarget markets. Promotion strategy plays an important role toachieve good hotel performance and hotel success. Hotelmanagement has to formulate an appropriate promotionalstrategy for each environmental level of the hotel target markets.There are many promotional tools that used to implement thepromotion strategy, such as personal contact, telephone calls,sales letters, advertising, public relations, publicity….etc.
Introduction:
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. )Dicken:1986:54 (
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.Statement of the Problem:
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Significance of the Study:
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Objectives of the Study:
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Hypothesis of the Study:
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:Hotel Environment:
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1-Economic Environment :
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2- Technological Environment:
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3- :Social & Cultural Environment
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4- :Political & Legal Environment
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5-Hotel Competition:
:•Independent Hotels:
Individual Hotels Government Hotels
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• :Hotel Chains
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Source: Habib, Ghazi, Lodging Industry, in Kassem, M. Sami, & Ghazi M.Habib, Strategic Management of Services in the Arab Gulf States: Company& Industry Cases (New York, Berlin: Walter de Gruyter, 1989), p. 239.
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6(/Guest/Tourist: /
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)Keon & Bayer,1986:22 ( ) /
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)Grover and Srinivasan,1992:82 (
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)Kahn & Louie,1990:281 ( .
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Word-of-Mouth.
7- Employees:
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8- Intermediaries: /
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)Dube & Renaghan,2000:77 ()
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: Internal Environment Factors:
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1- Organizational Culture:
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. )Schneider,1995:72 (
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)Gagliardi,1990:122 (
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)Kroever & Kluckhorn,1993:28 (
Anthropology 164. )Lundberg,1985:18 (
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Levels of Meaning:
- Manifest Level of
Organizational Culture :)Woods & Sciarini:1996:113 (:
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....- Visible Audible: /
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- Strategic Level of
Organizational Culture:
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. )Lundberg,1985:19 (
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)Woods & Sciarini,1996:114 (:
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-Level of Deep Meaning:
.)Woods & Sciarini,1996:115 (
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2( Hotel Organizational Structure: )Olsen,1993:55 (
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) Schaffer–1984-
Miller-1989-
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)Schaffer:1984 (HyattBest Western
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-Formality :.-Complexity :.-Centralization :.
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)1: (
Source: Schaffer, J., ”Strategy, Organization Structure & Success in LodgingIndustry,” International Journal of Hospitality Management, vol.3, no.4, 1984,p.163.
3-Hotel Functions: .
. )
1998 :150-168 (:
*. * * * Power
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::Strategy of Hotel Services Promotion
: :Concept of Hotel
Services Promotion Strategy:
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) 1997 :157 ( /
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)1997:19( 6%
15
7% .
100% 2005 35%
80%)750 .( )1995:20 (
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:Hotel Promotional Mix:
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3 218
)(Public Relations .
)Sales Promotion(
)1996:1 (:
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:
1-) (Personal Contact: ) 1998 :67 ( ) (
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.)Kotler and Armstrong, 1996,531 (
. ) 1995:173 (
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2-Telephone Calls Contact:
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• .
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) 1995:179 ( :
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3-Sales Letters: /
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E- Mail .) 2002 :216 (
...)1995 :181 (
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4-Advertisin:)Arens,1999:7 (
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) ( .) 1998:155 (:
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-.
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3 223
)Greene,1995:215 ( )
--.(
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5-Sales Promotion:Peattie
and peattie,1996:433) (.
Coupons
Discount Pricing.
)Peattie and Peattie,1996:433 (
.)Burnett,
1993:349 ( 9%
6% .
.
20% Bonus
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3 224
. ) .(
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6-Hotel Material Culture:
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:-.-.-.-.
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-.-.-
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7-Cultural Promotion:
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8-Public Relations:)2001:321 (
. ) 1993:24 (
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3 226
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)1995:193 (
..... .
. ) (Publicity
.) (
)Buttle,1986:30 (:- ) :(
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Conclusion :
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Mass Media / .
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:1. :
: 1997 ( .17-29.
2.):2002.(3. ) :
2001.(4.) :2001 .(5.) :1997.(6. ) :
1993.(7. :–––
) :1998. (8. :
):1993.(9.) :1996.(
10.) :1994.(11. :) :1995.(
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11. Grover ,R., and v.srinivasan,”Evaluating the Multiple Effects of RetailPromotions on Brand loyal and Brand Switching Segments, ”Journal ofmarketing Research,1992,vol.29,no.pp76-89.12. Habib, Ghazi, Lodging Industry, in Kassem, M. Sami, & Ghazi M.Habib, Strategic Management of Services in the Arab Gulf States: Company& Industry Cases (New York,Berlin: Walter de Gruyter, 1989).13. Japan Productivity Center for Socio-Economic Development, ExportMarketing for Productivity Facilitators (Tokyo: Overseas TechnicalCooperation Department ,1991).14. Kassem, M. Sami, & Ghazi M. Habib, Strategic Management ofServices in the Arab Gulf States: Company & Industry Cases (NewYork,Berlin: Walter de Gruyter, 1989).15. Keon, J., and J. Byar, An Expert Approach to Sales PromotionManagement, Journal of Advertising Research, 1986, no. 3, pp. 19-25.16. Kotler, Philip, Principles of Marketing (New Jersey: Prentice-Hall,Inc, 1996).17. Kroeber, R., & C. kluckhorn, Culture: a Critical Review of Concepts &Definitions (New York: Vintage Books, 1993).18. Levitt, T., “The Globalization of Markets,” Harvard Business Review,Sep-Oct. 1983, pp. 26-28.19. Lundberg, C., ”On the Feasibility of Cultural Intervention inOrganizations,” in: Organizational Culture, by: Frost, p., L. Moore, & M. Louis,(Beverly Hills, CA: Sage Publications, 1985),pp. 13-25.20. Miller, D., “Configurations of Strategy and Structure: Towards asynthesis” in Reading in strategic management, edited by Asch, D. andBowman C., (London: Macmillan, 1989, pp. 353-372.21. Olsen, M., “Accommodation: International Growth strategies of MajorUS Hotel companies,” Travel and Tourism Analyst. vol. 3, 1993, pp. 51-64.22. Peattie, ken, and Sue Peattie, “Promotional Competitions: a WinningTool for Tourism Marketing,“ Tourism Management, vol. 17, no. 6, pp. 433-442, 1996.23. Pine, Ray, and Frank M. Go “Globalization in Hotel Industry”, in: TheInternational Hospitality Business, Edited by Richard Kotas, Richard Teare,Jeremy Logie, Chandana Jayawardena, & John Bowen (London: Cassell, 1996).24. Schaffer, J., “Strategy, Organization Structure and Success in theLodging Industry,” International Journal of Hospitality Management , vol. 3,no. 4. 1984, pp. 159-165.25. Schneider, B., & Bowen, D., Winning the Service Game (Boston:Harvard Business School Press, 1995).26. Sherry, J.,”The Legal Status of Bed-and-Breakfast Operations,” CornellHotel & Restaurant Administration, April,1993, pp.12-13.
