This course concentrates on international and global issues and development in hospitality marketing. Students will learn the different market segments and how to influence their buying habits through a variety of marketing techniques in the hospitality industry. Students will also learn to organize a comprehensive marketing strategy for a hospitality operation, including the key components of a marketing plan covering situation analysis, competitive set analysis, target markets, sales action plan, advertising strategies, web and e-marketing strategies, public relations, and collateral. Upon completion, students should be able to evaluate the marketing techniques within the hospitality industry and apply different marketing strategies for hospitality marketing issues.
Field WorkCountry: Hawaii, United States
Date: December 16, 2017
This field class will start with visiting the HVCB (Hawaiian Visitors and Convention Bureau) to learn about the overall destination marketing and cultural global marketing in Hawaii. Then, students will be visiting Kualoa Ranch, where popular movies (e.g, Jurassic Park series) were filmed, and take a guided tour of the movie set, focusing on the film tourism.
- Students will learn about tourism marketing strategies that have been implemented by the HVCB in general and cultural global marketing specifically to promote Hawaii as a competitive tourism destination.
- Students will understand what the film tourism is by visiting and touring Kualoa Ranch.
- Students will discuss the impacts, both benefits and challenges, of the film tourism based on their experience.