To analysis how 'Hotel IKEA' in United Kingdom can use Integrated Marketing Communications to increase profits and attain competitive advantage?

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Acknowledgement

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DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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Table of Content

Chapter: Literature Review6

Performance Objectives of Budgeted Hotels6

Quality of Service6

Cost control6

Integrated Marketing Communication7

Importance of IMC7

IMC Benefits8

Barriers of IMC8

UK hotel Industry9

Outlook of UK hotel marketing industry10

Future Prospects10

Corporate Responsibility11

Outsourcing11

Technology12

Conferences12

Customer satisfaction in Hotel Industry12

The Components of Satisfaction13

The room rate and foundation facility15

The hotel staff's character and the word of mouth15

Research Aims15

Research Questions15

Hypothesis16

Research objectives16

CHAPTER: METHODOLOGY17

References20

Chapter: Literature Review

Performance Objectives of Budgeted Hotels

Quality of Service

Different researches have taken place to recognize and comprehend the customer expectations and needs, select the accommodation establishment. Research findings show that most people might think that the selection of the accommodation the following attributes location, price, safety, and service quality and brand reputation. Knudsen, Stevens, Barton and Thompson (1992) investigated the three sections of a hotel's frequent Group:, luxury, mid price and economy, discover the initial choice of hotel frequent flyer and rewards of the important factors clean, relaxing suite, opportune positioning, courteous and prompt level of service, a secure atmosphere & courteous and friendly staff. In some other research, the experts also compared the use LODGSERV and service quality expectations.

Cost control

Price and quality was rated in all age groups the most important place of safety and convenience of the following attribute. Experts have found accommodation, security, monetary value, and the staff polite and helpful and clean is the hotel of choice for travellers to select attributes identified. In this regard, some members and non-experts to study the object of the scheme members often choose the hotel's decision. The answers have proved that the convenient setting & comprehensive level of services received the highest rating. According to experts, the report says, personalized service, the hotel's appearance, the opportunity to relax, service standards, an appealing image and value for money evaluation of significant visitors.

Integrated Marketing Communication

The dawn of the 21st century has seen the definition of (Integrated Marketing Communications) IMC changed rapidly. Previously, IMC was thought as a concept of marketing communication planning that recognizes the added value of a comprehensive plan. This plan evaluates the strategic role of a number of communication disciplines (for example, general advertising, direct response, sales promotion, and public relations) and combines these disciplines to provide clarity, consistency and maximum communication impact.

The Integrated Marketing Communications approach accurately identifies the increasingly tough task facing companies and organizations using public channels of communication to deliver coherent messages. But the solution this theory promotes is a dangerous one because it simply accepts, and capitulates to, consumers' failure to make proper distinctions about ...