An Analysis of How Budget Hotels in United Kingdom Can Use

Integrated Marketing Communications to Increase Profits and Attain Competitive Advantage.

By

ACKNOWLEDGEMENT

I would like to take this chance for thanking my research facilitator, friends & family for support they provided & their belief in me as well as guidance they provided without that I would have never been able to do this research.

DECLARATION

I, (Your name), would like to declare that all contents included in this dissertation stand for my individual work without any aid, and this dissertation has not been submitted for any examination at academic as well as professional level, previously. It is also representing my very own views and not essentially those that are associated with the university.

Signed __________________ Date _________________

ABSTRACT

Over the past decade, there is nothing that contributed to the successful development of economies throughout the world as a variety of technological innovation. Technological progress can create new and improve their existing businesses in different directions. It has become difficult to imagine how to function in hotels, motels, tourist companies and other companies without computer support systems. As markets had become increasingly competitive and hostile and the combined activity of brand related marketing communications more intense, the necessity was to recognize the fact that how to achieve superior performance related results through the organizations marketing communication is vital. The main focus of the research was on the impact that how 'budget Hotels” in United Kingdom can use Integrated Marketing Communications to increase profits and attain competitive advantage. This research also analyzed many aspects of marketing innovations and gauged its overall effect on the effectiveness of the present day hospitality industry in United Kingdom. Since tourism and hospitability industry in any country contributes a significant amount of foreign exchange into a country's economy, it is necessary to work toward continuous development and betterment of the said industry. After this research work it was identified that Integrated Marketing Communication can be one of the most striking features of the system of social relations for developed countries.

TABLE OF CONTENTS

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

1.1 Background1

1.1.1 The economic significance of the travel and tourism industry in UK1

1.1.2 Budget Hotels in UK3

1.1.3 Budget hotel and tourists in UK3

1.2 Rationale4

1.3 Research Aim5

1.4 Research Questions5

1.5 Research Objectives6

1.6 Hypothesis6

1.7 Theoretical Framework7

CHAPTER 2: LITERATURE REVIEW8

2.1 Performance Objectives of Budgeted Hotels8

2.2 Quality of Service8

2.3 Cost Control10

2.4 Integrated Marketing Communication10

2.5 Importance of IMC11

2.6 IMC Benefits12

2.7 Integrated Marketing Communication Tools13

2.7.1 Advertising13

2.7.2 Television14

2.7.3 Radio14

2.7.4 Newspapers15

2.7.5 Magazines15

2.7.6 Directories15

2.8 Barriers of IMC16

2.9 Golden Rules18

2.10 UK hotel Industry18

2.11 Role of IMC in Budget Hotels20

2.12 Outlook of UK Hotel Marketing Industry20

2.13 Future Prospects22

2.14 Corporate Responsibility23

2.15 Outsourcing23

2.16 Technology23

2.17 Conferences24

2.18 Customer Satisfaction in Hotel Industry24

2.19The Components of Satisfaction26

2.20 The Quality Service27

2.21 The Room Rate and Foundation Facility28

2.22 The Hotel Staff's Character and the Word Of Mouth28

CHAPTER 3: METHODOLOGY30

3.1 Research Design30

3.2 Research Instrument Used31

3.3 Research Sample31

3.4 Data Collection Methods32

3.5 Reliability/Dependability33

3.6 Validity35

3.7 Ethical Considerations36

CHAPTER 4: FINDINGS / RESULTS37

CHAPTER 5: ANALYSIS / DISCUSSION OF FINDINGS46

5.1 What marketing communication tools do you currently use to reach your audience? (3rd party website, social media, direct ...