Marketing Plan for Attracting Leisure Travellers

Abstract

Marketing and marketing plan serves as a solid foundation for the success of a business. In tourism and hospitality industry, marketing is of particular importance, determining the firm’s success due to several distinguishable characteristics of service industry. The objectives of the thesis is to formulate a marketing plan for the commissioner: Pearl River Hotel & Apartments, Hai Phong, to expand more in leisure-travel segment. The business has been dependent on a specific segment: business travellers; therefore, there is a need to enlarge more in leisure-travellers segment, resulting in a sustainable development. Moreover, thesis limitations and suggestion for further researches are also identified. The thesis includes four main sections: theoretical background, data collection, suggested marketing plan and discussion and evaluation. Theory in terms of marketing, marketing plan as well as travel behaviours were utilized, building a solid foundation for the analysis and discussion. Secondly, in the phase of collecting data, a survey was conducted to collect qualitative data on travel behaviours to researched region. Based on theoretical background, collected data and the analysis of current situation of commissioning company, the thesis suggested a detailed appropriate marketing plan for the commissioner. The last part is the discussion and evaluation of the entire thesis.