Evaluating the effectiveness of sales promotions in influencing perceived customer-purchasing behaviour in the hotel sector

Manesis, Kyriakos (2006) Evaluating the effectiveness of sales promotions in influencing perceived customer-purchasing behaviour in the hotel sector. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

ABSTRACT

This dissertation was written with the objective of presenting the issue of sales promotions in the hospitality industry. Its' main aim is to examine customers' and hotel managers' perceptions concerning the effectiveness of sales promotions in influencing customers' purchasing intentions and compare the findings of the two groups in order to demonstrate whether managers have realised the types of special offers that attract customer attention. Birmingham and Nottingham were chosen as the targeted areas for the conduct of the surveys.

In order to form a questionnaire with up-to-date sales promotion tools, research was conducted to discover the types of special offers hotels in these two areas are currently applying. After having examined hotels' web-pages, it was found that a variety of special offers is promoted in Birmingham and Nottingham, from contests to online price discounts, but this occurs mainly because of the existence of many hotel chains in these two areas. Independent hotels are mainly constrained to the application of monetary tools (price discounts and coupons). The findings of this online research constituted the basis for the formation of the asked questions.

The target group of customers were young people aged among 18-35 and the target group of managers were the hotels in Birmingham and Nottingham. Customers seemed to evaluate more positively most of the sales promotion techniques than managers. Though the differences in the responses between these two groups were for many tools insignificant, the surveys revealed that there is a relative lack of knowledge of sales promotion tools from hotel owners and managers, especially from those that work in small hotels. Furthermore, it was found that customers and managers have significant different perceptions for 6 important types of special offers. The tools that were evaluated as the most effective by the customers and which should be taken into account by hotel managers for a future promotion were the online price discount, the online coupon, sampling techniques, the offering of free tickets to the destination's main attractions, the opportunity to stay longer the day of the customers' departure and general types of price discounts presented in relative or absolute terms.

Item Type: Dissertation (University of Nottingham only)
Keywords: Sales Promotions, Hotel, Marketing Communications, Customer Behaviour,
Depositing User: EP, Services
Date Deposited: 29 Nov 2006
Last Modified: 22 Oct 2016 12:33
URI: http://eprints.nottingham.ac.uk/id/eprint/20554

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