Public Relations: Its Role and Importance in the Implementation of an Effective marketing Campaign in the Hospitality Industry

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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).

Chapter 3 provides a detailed outline of the ...