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MASTER OF BUSINESS ADMINISTRATION MBA 5008 - Assessment 3: Research Report Title: “ Marketing Strategies for Tourism and Hospitality Businesses” Student Name: Siddharth Kanasagara Student Id: 56036 Word Count: 3067 words

Abstract: Purpose – This research report explores the distinctive challenges and opportunities faced by small hotels located in renowned tourist destinations within the dynamic tourism and hospitality industry. It investigates innovative marketing strategies essential for the success of these establishments in a highly competitive landscape. Design/methodology/approach – The research methodology involves a narrative literature review, analyzing recent peer-reviewed articles focusing on marketing strategies within the tourism and hospitality sector. Ten articles published within the last 5-10 years serve as the primary data source. These articles encompass various aspects of marketing strategies relevant to small hotels, including service quality, branding, sustainability, digital technologies, and economic impacts. Findings – The findings underscore the significance of service quality and competitive pricing for small hotels in less-recognized tourist areas. Additionally, the role of destination marketing, digital technologies, AI integration, sustainability, and resilience-building strategies are highlighted. These strategies provide insights into enhancing the competitiveness of small hotels in high-demand locations. Practical implications – Practitioners in the tourism and hospitality sector can leverage these findings to make informed strategic decisions. Emphasis on service excellence, sustainable practices, digital transformation, and crisis management is essential for staying relevant and competitive. Originality/value – This report synthesizes recent research to offer a holistic view of contemporary marketing strategies for small hotels. It provides actionable insights for practitioners and identifies future research directions in the ever-evolving tourism and hospitality landscape. 2

1. Introduction: The tourism and hospitality industry is an integral part of the global economy, marked by fierce competition and rapid evolution. This report delves into the unique challenges and opportunities faced by small hotels in well-known tourist destinations. These establishments, often overshadowed by larger players in the industry, need to adopt innovative marketing strategies to stand out and attract guests. The aim of this report is to explore and analyze various marketing techniques and strategies that can enhance the competitiveness of small hotels in these high- demand locations. The importance of small hotels in the tourism and hospitality sector cannot be overstated. They offer a distinct, often more personalized and authentic, experience to tourists compared to their larger counterparts. However, to leverage this uniqueness, it is crucial for these establishments to understand and implement effective marketing strategies that are tailored to their specific needs and the evolving demands of the tourism industry. This report, therefore, seeks to provide a comprehensive analysis of the current marketing strategies adopted by small hotels and identify areas for improvement and innovation. Central to this report is the exploration of various dimensions of marketing strategies that are particularly relevant to the tourism and hospitality businesses. This includes, but is not limited to, competitive analysis, market positioning, destination marketing, sustainability in operations, effective crisis management, dynamic pricing strategies, and targeting different market segments. The insights for this analysis are drawn from a range of recent research articles, providing a holistic view of the current best practices in marketing for small hotels located in popular tourist destinations. The methodological approach of this report is grounded in a narrative literature review. It involves a detailed analysis and synthesis of recent peer-reviewed articles focused on marketing strategies within the tourism and hospitality sector. A selection of ten articles, published within the last 5-10 years, form the core of this review. These articles encompass a variety of relevant topics such as service quality, branding, sustainability, the integration of artificial intelligence in service delivery, and the economic impacts of tourism. The review aims to distill key findings 4

from these articles and discuss their practical implications for small hotel owners and managers, providing them with actionable insights. The structure of the report is laid out methodically. Following this introduction, the next section presents the methodology used for the literature review and describes the final sample of articles selected for analysis. The subsequent section delves into the conceptual foundations related to marketing strategies in the tourism and hospitality industry. This is followed by a detailed analysis of the findings and results obtained from the literature review. The report concludes with a discussion of these findings, their implications for small hotels in tourist destinations, and suggestions for future research in this area. 2. Methodology: This section outlines the comprehensive methodology employed for conducting the comprehensive literature review. It details the search strategy, study selection process, inclusion and exclusion criteria, and the data extraction process, ensuring a robust and systematic approach to synthesizing existing literature on marketing strategies for small hotels in the tourism and hospitality industry. 2.1. Search Strategy: Our search strategy was designed to capture a wide range of relevant literature. Utilizing both Google Scholar and five notable online databases — Emerald, ProQuest Business Premier Collection, Elsevier - Science Direct, Wiley Online Library, and JSTOR — we conducted a thorough search. The key terms central to our research included "tourism marketing," "hospitality marketing," "small hotels," and "competitive strategies." These terms were strategically selected to encompass the broad scope of our research topic and were applied across diverse sources including Google Scholar, ProQuest, and various academic journals' websites. The search was initiated in the last week of 2018. We imposed no restrictions on the start date for publications, allowing us to capture a wide range of studies, from historical perspectives to the most recent developments in the field. 5

 Research Question(s) and Aims: Understanding the primary focus and objectives of the study.  Theoretical/Conceptual Framework: Analyzing the underlying theories or models used in the research.  Research Design: The structure of the study, including experimental, survey-based, case study, etc.  Methods and Data Analysis: The methodologies employed for data collection and analysis.  Key Findings: The main outcomes and conclusions drawn by the authors. This meticulous process enabled us to systematically analyze and synthesize the information gathered, forming the basis for an in-depth review of current trends and strategies in marketing for small hotels within the tourism and hospitality industry. 3. Results: The results section provides a summary of key findings from the selected research papers. Below are the summarized findings from the selected articles, addressing the research question and objectives. Table 1: “Summarized findings from the selected publications” # Author(s) and Title of Publication Journal Yea r Research Question and Aims Theoretical / Conceptual Framework Research Design Methods and Data Analysis Key Findings 1 Pholphirul et al. - Service marketing strategies and performances of tourism and hospitality Asia Pacific Journal of Marketing and Logistics 2022 How marketing methods affect firms in the tourism and hospitality Not specified Mixed methods Revenue, costs, profit analysis and Stan Shih's Smiling Curve Importance of good service, quality brand, and reasonable rates for sustainable 7

enterprises: Implications from a small border province in Thailand industries in small communities tourism economy 2 Seshadri et al. - Marketing strategies for the tourism industry in the United Arab Emirates after the COVID- 19 era Worldwide Hospitality and Tourism Themes 2023 Impact of COVID-19 on UAE tourism and recovery strategies Not specified Qualitative Thematic evaluation of literature Importance of digital technologies and value co- creation for adapting to post-COVID- 19 challenges 3 Limna, P. - Artificial Intelligence (AI) in the hospitality industry: A review article Int. J. Comput. Sci. Res 2022 Application and impact of AI in the hospitality industry Not specified Qualitative Literature review Benefits and risks of AI in hospitality, its impact on workforce and employment 4 Wang, J. - Building competitive advantage for hospitality companies: The roles of green innovation strategic orientation and green intellectual capital International Journal of Hospitality Management 2022 Relationship between green innovation strategy and competitive advantage in hospitality Not specified Quantitativ e Structural equation model Importance of green innovation and green intellectual capital in competitive advantage 5 Thommandru et al. - Role of tourism and Materials Today: Proceedings 2023 Role of tourism in economic Not specified Qualitative Not specified Tourism as a significant source of 8

artificial intelligence in digital marketing strategies linked to tourism Sustainability and Well- being tourism marketing digital marketing strategies in tourism 10 Gryshchenko et al. - Green tourism business as marketing perspective in environmental management Global Journal of Environmenta l Science and Management 2022 Role of strategic marketing in green tourism in Ukraine Not specified Mixed methods Distance measures, ranking, economic- statistical analysis Potential of green tourism in Ukraine, marketing and sustainable development strategies 4. Discussion: The analysis of the selected articles reveals a comprehensive understanding of the marketing strategies critical for the tourism and hospitality sector, especially small hotels in well-known tourist locations. These strategies are pivotal in navigating the dynamic landscape of these industries. The insights from these articles can be categorized into several key themes, each reflecting a specific aspect of the industry's challenges and opportunities. 4.1. Key Findings: The research by Pholphirul et al. (2022) underscores the importance of service quality and reasonable pricing for the sustainability of small hotels in lesser-known tourist destinations. This study highlights that in smaller, less popular tourist areas, the competition can be intense, and the key to standing out is by offering superior service at competitive prices. The focus here is on understanding the local market dynamics and positioning the business effectively to meet the specific demands of the target audience. Several studies emphasize the role of destination marketing and branding in the post-COVID era. Seshadri et al. (2023) argue that tourism businesses need to pivot towards digital technologies and value co-creation to adapt to the new challenges posed by the pandemic. This approach 10

involves leveraging digital platforms for marketing and engaging customers in creating value, thereby enhancing their overall experience. In addition, Limna (2022) highlights the significance of AI in the hotel sector, noting its potential to reduce costs, improve operational efficiency, and enhance customer service. This technological integration can be a game-changer for small hotels, offering them an edge in a competitive market. Moreover, Wang (2022) discusses how green innovation and a focus on sustainability can serve as a competitive advantage in the hospitality industry. This approach not only caters to the growing demand for eco-friendly travel options but also positions a hotel as a responsible and forward-thinking entity. Additionally, Thommandru et al. (2023) emphasize the critical role of tourism and hospitality businesses in economic development. They highlight how these businesses contribute to job creation and foreign exchange reserves. This perspective underscores the broader impact of tourism beyond just profits, highlighting its role in societal and economic progress. Hall et al. (2023) focus on resilience in the hospitality and tourism industry, suggesting a need for a multi- scaled approach that considers gradual changes. This insight is crucial in the context of crisis management, where understanding and preparing for both immediate and long-term challenges is essential. Effective communication strategies are also implied here, as they are key to managing crises and maintaining customer trust. Furthermore, Pencarelli (2020) discusses the impact of the digital revolution on the travel and tourism sector, leading to the emergence of concepts like Smart Tourism and Tourism 4.0. These developments have significant implications for pricing and revenue management, as they offer new ways to engage customers and optimize pricing strategies. Furthermore, Kapoor and Kapoor (2021) recommend a blend of traditional and digital marketing for Indian hotels navigating the transition from conventional methods to digital platforms. This balanced approach ensures that hotels can reach a broader audience while maximizing the benefits of new technological advancements. Lastly, Lacárcel (2022) identifies AI as a crucial tool in enhancing digital marketing strategies in the tourism industry. The use of AI enables businesses to effectively target different market segments, personalize marketing efforts, and improve the overall customer journey. This technology-driven approach is key to staying relevant 11

 Wider Geographic Scope : Future studies should aim to include a diverse range of locations to enhance the applicability of their findings across different global contexts.  Inclusion of Diverse Hospitality Entities : Research should encompass a variety of tourism and hospitality businesses, including larger hotel chains and lesser-known destinations, to provide a more comprehensive view of the industry.  Updated Data and Trends Analysis : Continuous research is needed to keep up with the rapidly evolving nature of the industry, especially in terms of technological advancements and consumer preferences post-pandemic.  Quantitative Research Methods : Incorporating quantitative research methods can provide a broader perspective and help in validating the findings from qualitative studies. 4.3. Implications for Practitioners: 1. Strategic Decision Making:  Service Quality and Pricing : Practitioners, especially in smaller hotels, should focus on maintaining high service quality and reasonable pricing. Understanding local market dynamics and customer expectations is crucial for effective positioning and competitiveness.  Leveraging Digital Technologies : With the increasing importance of digital platforms, practitioners should embrace digital technologies and value co-creation strategies. This includes utilizing AI for operational efficiency and customer service enhancements.  Sustainability and Green Innovation : Emphasizing green practices and sustainable innovation can not only meet the growing demand for eco-friendly options but also position a business as socially responsible. 2. Market Adaptation and Crisis Management: 13

 Adapting to Post-COVID Challenges : The tourism sector must adapt to the new challenges posed by the pandemic. This involves rethinking marketing strategies, enhancing digital presence, and focusing on health and safety protocols.  Resilience Building : Developing a multi-scaled approach to resilience is essential. Practitioners should be prepared for both immediate and long-term challenges, incorporating effective communication strategies for crisis management. 3. Marketing and Revenue Optimization:  Blended Marketing Strategies : A combination of traditional and digital marketing should be employed to maximize outreach and adapt to market transitions. This approach ensures reaching a broader audience spectrum.  Smart Tourism and Innovative Pricing : Practitioners should explore the concepts of Smart Tourism and Tourism 4.0, utilizing these for innovative pricing strategies and enhanced customer engagement.  AI in Marketing : AI should be leveraged to target different market segments, personalize marketing efforts, and enhance the customer journey. This approach is key to staying relevant in a rapidly evolving market. In summation, these implications for practitioners highlight the need for an adaptive, technology- oriented approach that balances traditional values with innovative strategies. This roadmap is vital for navigating the complexities of the tourism and hospitality sector, ensuring sustainability, resilience, and competitive advantage. 5. Conclusion: In conclusion, this report has provided a comprehensive analysis of the marketing strategies crucial for the success of small hotels in popular tourist destinations within the tourism and hospitality industry. These strategies are pivotal in navigating the dynamic landscape of this sector, and the insights drawn from recent research articles shed light on various dimensions of effective marketing. From emphasizing service quality and reasonable pricing to adopting digital 14

Kapoor, R., & Kapoor, K. (2021). The transition from traditional to digital marketing: a study of the evolution of e-marketing in the Indian hotel industry. Worldwide Hospitality and Tourism Themes, 13(2), 199-213. Lacárcel, F. J. S. (2022). Main uses of artificial intelligence in digital marketing strategies linked to tourism. Journal of Tourism, Sustainability and Well-being, 10(3), 215-226. Limna, P. (2022). Artificial Intelligence (AI) in the hospitality industry: A review article. Int. J. Comput. Sci.Res, 6, 1-12. Pencarelli, T. (2020). The digital revolution in the travel and tourism industry. Information Technology & Tourism, 22(3), 455-476. Pholphirul, P., Rukumnuaykit, P., Charoenrat, T., Kwanyou, A., & Srijamdee, K. (2022). Service marketing strategies and performances of tourism and hospitality enterprises: Implications from a small border province in Thailand. Asia Pacific Journal of Marketing and Logistics, 34(5), 887-905. Seshadri, U., Kumar, P., Vij, A., & Ndlovu, T. (2023). Marketing strategies for the tourism industry in the United Arab Emirates after the COVID-19 era. Worldwide Hospitality and Tourism Themes, 15(2), 169-177. Thommandru, A., Espinoza-Maguiña, M., Ramirez-Asis, E., Ray, S., Naved, M., & Guzman- Avalos, M. (2023). Role of tourism and hospitality business in economic development. Materials Today: Proceedings, 80, 2901- 2904. Wang, J. (2022). Building competitive advantage for hospitality companies: The roles of green innovation strategic orientation and green intellectual capital. International Journal of Hospitality Management, 102, 103161. 16