Public Relations: Its Role and Importance in the Implementation of an Effective marketing Campaign in the Hospitality Industry
By
TABLE OF CONTENTS
LIST OF FIGURESIV
AIMS AND OBJECTIVES1
Research Aim1
Research Objectives1
Research Questions1
Research Hypotheses2
METHODOLOGY3
Introduction3
Research Philosophy3
Overview of qualitative research4
Research Method5
Data Collection Method5
Primary Data6
Secondary Data6
Sampling Method6
Data Analysis Method7
Validity and Reliability7
Reliability (If using Questionnaire)7
Ethical concern8
Validity9
Research bias10
Informed Consent10
Confidentiality11
Research Limitations11
Resources11
RESULTS13
Results from the interview (bar charts)13
Analysis18
DISCUSSION35
Value Strategy36
Brand Strategy37
Relationship Strategy37
Research Stream in Customer Loyalty38
Loyalty Program and Profits40
Quality of Service42
Cost control43
Public Relation Marketing Communication43
Importance of PRMC44
PRMC Benefits44
Media Relations45
Digital and social media46
CONCLUSIONS50
Exploratory Factor Analysis50
Limitations and Suggestion for Future Research52
RECOMMENDATIONS53
REFERENCES55
APPENDICES60
Interview questionnaire60
LIST OF FIGURES
Figure 1: Q113
Figure 2: Q213
Figure 3: Q314
Figure 4: Q414
Figure 5: Q515
Figure 6: Q615
Figure 7: Q716
Figure 8: Q816
AIMS AND OBJECTIVES
Research Aim
The aim of the research study is to analyze the role and importance of the public relations in the implementation of an effective marketing campaign in the hospitality industry. To discover how public relations impact the successful implementation of marketing campaigns of organizations in the hospitality industry.
Research Objectives
The main objectives of the research are demonstrated as follows:
To evaluate the function and significance of the brochures and newsletters in the accomplishment of the effective marketing campaign of organizations in the hospitality industry.
To identify the role and importance of press release and advertisement strategy in order to execute the valuable marketing campaign in the hospitality industry.
To analyze the function and importance of blogs and social media to apply the competent marketing campaign in the hospitality industry.
To identify the role and significance of the annual reports in the implementation of an effective marketing campaign in the hospitality industry.
Research Questions
The questions of the research are demonstrated as follows:
What are the functions and importance of the brochure, newsletters, press release and annual reports in the implementation of an effective marketing campaign in the hospitality industry?
What are the roles and significance of the blogs, social media and advertisement strategy to execute the competent marketing campaign of organizations in the hospitality industry?
Research Hypotheses
The hypothesis of the research study is described below:
The brochure, newsletters, press release and annual reports increase the effectiveness of marketing campaigns of organizations in the hospitality industry.
The blogs and social media advertisement strategy helps organizations to build relationship with customers in the hospitality industry.
METHODOLOGY
Introduction
The purpose of qualitative method exploratory study is to examine the impact of an effective marketing campaign in the hospitality industry. There are two major approaches to gathering information about a situation, person, problem, or phenomenon. Data are categorized as secondary data or primary data. According to Creswell (2005), four fundamental methods are available to the qualitative researcher for gathering data. They are participation in the setting, direct observation, in-depth interviewing, and document review.
None of the methods of data collection provides complete accurate and reliable information. By interviewing the participant directly, one obtains a more accurate response. When using a questionnaire to collect data, it was important to explain the purpose and relevance of the study clearly to the participant. Sending a questionnaire was the data-collection method for this study (Creswell 2005, 27).