Competitive marketing strategies of selected hotels in South Africa : an exploratory study
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Date
Authors
Petzer, Daniël Johannes
Steyn, T.F.J.
Mostert, P.G. (Pierre)
Journal Title
Journal ISSN
Volume Title
Publisher
College of Economic and Management Sciences, University of South Africa
Abstract
Organisations continually seek new ways to acquire, retain and increase business, since the cost of losing customers is rising. Service organisations such as hotels need to put in place competitive marketing strategies to improve their competitiveness and thus retain customers. Once demand is created, a hotel needs to manage this demand as well as its capacity to deliver.
This study investigates the importance that hotels attach to executing competitive marketing strategies, as well as managing supply and demand. The study also determines whether or not hotels of different size and ownership type differ in their view of the importance of carrying out these functions.
An interviewer-administered in-office survey was used to collect data from hotel managers in Gauteng.
Hotel managers across the board consider all competitive marketing strategies as important. Significant correlations exist, however, between the importance attached to certain competitive marketing strategies and the size of hotel - as well as the hotel ownership type.
Description
This article was written by P.G. Mostert before he joined the University of Pretoria.
Keywords
Competitive marketing strategy, Hotel, Services marketing, Competitive advantage, Sustainable competitive advantage, Positioning, Service life cycle, Supply, Demand, Capacity
Sustainable Development Goals
Citation
Petzer, DJ, Steyn, TFJ & Mostert, PG 2008, 'Competitive marketing strategies of selected hotels in South Africa : an exploratory study', Southern African Business Review, vol. 12, no. 2, pp. 1-22.