THESIS PROPOSAL



Thesis Proposal on Wedding Services

Abstract

Approximately 16% of UK couples are currently married abroad. However, academic or practitioner focused research that explores the complex nature of a couple's buying preferences or the development of innovative marketing strategies by businesses operating within the weddings abroad niche sector, is almost non-existent. This exploratory paper examines the role and relevance of marketing within the weddings abroad sector. The complex nature of customer needs in this high emotional and involvement experience, are identified and explored. A case study of Perfect Weddings Abroad Ltd highlights distinctive features and characteristics. Social networking and the use of home-workers, with a focus on reassurance and handholding are important tools used to develop relationships with customers. These tools and techniques help increase the tangibility of a weddings abroad package. Clusters of complementary services that are synergistic and provide sources of competitive advantage are identified and an agenda for future research is developed.

Table of Contents

Introduction4

Aims of the Research6

Objectives of the Research6

Background to the Study7

Research Methodology8

Literature Review10

Key Factors of Market Growth11

Trends of the Market14

Conclusion17

References19

Appendix27

Thesis Proposal on Wedding Services

Introduction

The purpose of this research is to design the new range of service for the company known as “Absolute Perfection Wedding Consultancy”. This company is located in UK and is responsible for planning marriages in UK. This paper analyzes the growing service in the market segment of UK and suggests the organization to include it in their service line. The weddings abroad sector is booming. A recent report by Mintel (2008) suggests that one in six (16%) British weddings now take place abroad. With an estimated market value of £333 million in 2008, this equates to approximately 51,300 overseas weddings - a massive 43% increase since 2003. However, no academic research has examined buyer preferences and businesses marketing activities within this growing sector. Current and emerging constructs in the international service marketing, strategic and marketing management, experiential marketing and travel and tourism literature may not capture the complex nature of consumer's buyer behaviour or marketing management strategies developed by service providers in the weddings abroad industry.

Their wedding is arguably one of the most important experiences in any individual or couple's life. Selecting an international destination or location and service provider to 'package' the bundle of services associated with an international wedding is therefore a high-involvement decision-making process. Service providers can help simplify the purchasing decision by booking travel and accommodation, recommending wedding locations, assisting with legal wedding documents and addressing other international factors such as fluctuating exchange rates.

Clearly, an overseas wedding is a high involvement decision entailing risk and as such lends itself well to technology and web marketing. The function that technology can provide in assisting travel and tourism operators to develop sources of competitive and promotional strategies has been highlighted by Buhalis (2003) while the 'Long Tail' phenomenon of utilising the web for niche products and the growing diversification of holiday destinations has been illustrated by Anderson (2008). The growing popularity of the blog on the internet demonstrates that this is perceived ...