Behavior, Needs, and Motivations in a Hotel Environment

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Behavior, Needs, and Motivations in a Hotel Environment Name University Class Behavior, Needs, and Motivations in a Hotel Environment 1. Introduction In researching the trends in a hotel, it is important to understand the way in which to approach marketing research in order to appropriately address any deficits in the services that are being offered and any markets that could be reached with reasonable adjustments.


One of the recent trends in travel is in offering ‘green’ accommodations in which the lowest impact possible on the environment is applied to the experience. The following report has identified this potential trend and explores the ways in which the Radisson Edwardian Hotel in Manchester has met the needs of those interested in the topic of ’green’ travel and what ways in which it can further exploit this trend. 2. Process of Market Research in the Hospitality Industry Marketing research in the hospitality industry can be conducted through a five step process: define the problem and research objectives; develop the research plan; collect the information; analyze the information; and present the findings (Sudhir 2009, p. 41). Because the topic of this report is on sustainable and ‘green’ industry trends, the concept of responsible marketing will be taken into consideration as it is addressed by Sloan, Chen and Legrand (2006, p. 92) who state that there has been a shift away from the traditional methods of research towards a belief in the way in which marketing is produced should take a stakeholder point of view. ...
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