Marketing Strategies of Meritus Mandarin Hotel and Its Position in the Tourism Industry - Dissertation Example

Tourism has become a global activity because it is a part of the global process of change and development (Connell and Page, 2006). The importance of tourism has changed gradually over the years; it is an economic activity that promotes economic development and increases the economic growth of a country. Tourism is no longer confined to developed countries but also includes travel to developing countries. Firstly, the mindset of the tourist has changed and they are seeking new destinations which offer relaxation and creative thinking.

Secondly, the purchasing power of the people has also increased which has led to the increase in global tourism. Singapore has become one of the popular destinations of the world also known as the food paradise the world (Goldblum, Wong and Yuen, 2008). The tourism industry in Singapore is one of the major sources of revenue for the government and has become the third-largest source of foreign exchange (Hitchcock, Parnwell, and King, 2009). There was an increase in the number of international and domestic visitors.

The hotels of Singapore are known for their warmth and pleasant atmosphere (Pizam and Mansfeld, 2005). One of the leading hotels of Singapore is Mandarin Orchard Singapore, Formerly known as Meritus Mandarin. The hotel is known for its exuberance and exquisite services and that is one of the prime reasons for choosing Mandarin Orchard Singapore as the topic of the industry. 1.2 Purpose of the Study The main purpose of the study is to analyze the current strategic position of Mandarin Orchard Singapore and the various marketing strategies being adopted by the hotel.

The study will also focus on customer services provided by the company. The study will also analyze customer satisfaction while their stay at the hotel and evaluate the results through statistical tools. 1.3 Academic Objectives of the Company The main objective of the research study will be illustrated as follows:1. To identify the brand positioning of Mandarin Orchard Singapore in the Singapore tourism industry.2. To identify the reasons behind the choice of the hotel (Mandarin Orchard Singapore).3. To identify the factors that lead to customer satisfaction while their stay at Mandarin Orchard Singapore4.

To provide recommendations and suggestions for improvement in customer service.1.4 Outline of Chapters The first chapter emphasizes three important areas like the reasons behind the choice of topic, academic objectives, and a brief analysis and outline of the chapters in the project. The second chapter lays emphasis on the tourism industry of Singapore, hotel Mandarin Orchard Singapore and the purpose of the study.