Brand Equity in Luxury Hotels | Research Proposal

Brand Equity in Luxury Hotels | Research Proposal Introduction At the present time, globalisation which just means linking together the localities separated by distance is not an issue in terms of communication, moreover it brings together the world as one (Scheuerman, 2010). The positives of globalisation do not limit itself to just bringing the world together in terms of communication, tourism and hospitality industry has also greatly benefited by this. India is considered one of the fastest growing countries in the world and becoming an attraction for the foreign tourist. India hosted 6.58 million foreign tourist in the year 2012, which was an increase by 4.3% compared to last year. The foreign exchange earnings were a staggering $17.74 billion which was an increase of 7.15 compared to last year (India Tourism Statistics, 2012). The Indian government un It will not be wrong to assume that India has been successful in catering the basic requirements which a tourist looks for before planning their trip to a foreign country. These statistics make India one of the top tourist destinations. The basic requirements being variety of serviced accommodation to choose from, adequate infrastructure, communication system, museum, art galleries, restaurants, cafes, craft places, gardens, historic places and sports amenities. The tourism ministry of India was quick to recognise the tourism market in India and has taken necessary steps to promote it. The Foreign Tourist Arrivals in India during the eighties and nineties lacked consistency but since then it has seen steady growth. The early 2000 can be considered the best years for tourism industry as they saw double digit growth (India Tourism Statistics, 2012). This paper specifically focuses on the 5 star luxury hotels section of the hospitality industry of India. It is very important for the individuals involved in the operations of the hotel to know about the factors which might affect the competition. In the competitive setting, Brand Equity is believed to be the most important value generating asset to the organisation and its customers. Customers can benefit through Brand Equity as it would help them get a better understanding of the services provided by the brand which would eventually increase confidence and help them in making the buying decision. The organisation can benefit in terms of increasing profits, attracting new customers and retaining the loyal customers, having a competitive advantage over rivals (Aaker, 1991). Therefore, the study is carried out to better understand the brand equity of high end luxury hotels in India and the link between brand equity and the post purchase evaluation by the customers. This will provide a better understanding of brand equity of the hotel which is just a small element of brand asset. The post purchase evaluation by the customers for the brand equity in hospitality industry will be directed by analysing the already existing written texts. The suggestions given by the guests who have already visited the hotel are used to analyse as their feedback and opinion would shed light on the major issues faced in terms of brand equity during their stay. Hence, the conclusion of this paper would provide an insight of the different brand equity elements, their features and the influence these elements can have on the day to day working of the hotel by the top management, the marketing team, operations team and everybody responsible for implementing the strategy. A successful brand strategy would give the hotel a competitive advantage over its existing market rivals. Problem Statement A brand can be called an important resource for value addition to the organisation as it is used in the marketing strategy and positioning of the company in the market (Ghauri and Cateora, 2010). Brand equity is a combination of elements namely brand loyalty, brand awareness, brand association, perceived quality denoting the improved value of the brand as a whole. In case of hospitality industry, the focus is mainly on how the consumer perceives the hotel brand, this further improves chances of making more profit. The literature on brand equity have largely focused on the product aspect and not much study has been contributed to the service industry. Thus, literature on brand equity for service industry like hotels is very limited. This has attracted my attention and inspired me to study brand equity primarily focusing on the hospitality industry. As stated above, India has been successful in improving its tourism and hospitality sector over the years. This has resulted in stiff competition amongst the hotel operators. To increase the rate of growth, the government helps and extends its support in almost all domains of the tourism industry. As an example, the government’s initiative to improve the Indian tourism industry in overseas market is the brochure support. The overseas offices help promote organisations who intend to promote special tours (Ministry of tourism, 2014). There are marketing development assistance schemes to promote Indian tourism abroad which is administered by the ministry of tourism, government of India to help hoteliers, travel agents, tour operators etc. The competition in the hospitality industry is intense in parts like Andhra Pradesh, Tamil Nadu, Uttar Pradesh, Karnataka and Maharashtra which experienced maximum domestic tourist in the year 2012. The foreign tourist preferred Delhi, Mumbai (M aharashtra), Chennai (Tamil Nadu), Bangalore (Karnataka) and Kolkata (West Bengal) as their top 5 destinations in India (India Tourism Statistics, 2012). Furthermore, the intense in business competitions especially for five stars luxury hotels are higher than other hotel with fewer stars rating. Normally, the higher stars rating hotel such as five stars luxury hotel comes with the higher price of the offering. However, the competition is not only based on the price and promotion concern but also the uniqueness of the hotel brand. In addition, the emerging of new comer hotels in Bangkok area can also be the supporting evidence, for example Starwood’ St. Regis, W hotel, Four Points by Sheraton (Starwood, 2010). As a result, brand equity can play an important role in increasing the overall profit of the hotel and the people responsible for operating the day to day functioning of the hotel need to realize this. The elements of brand equity needs to be studied in terms of the hospitality industry, this would help understand the role of brand equity in hospitality industry. This paper primarily focuses on the five star luxury segment of the hotels in India. This paper is based on the comments and feedback of the guests who have visited the chosen hotels which are then linked with the elements of brand equity. Purpose of Study The main motive of this study is to understand brand equity and elements in terms of the hospitality industry in India considering the post purchase evaluation of the customers who have visited the hotel. The research also aims to find the link between the elements of brand equity and the comments and feedback of these customers after their purchase. Moreover, the objective of this study is to find the practical effects of brand equity. By the end of this research, I intend to suggest some articulated hypothesis of brand equity in hospitality industry for future studies. Research Questions The research question has been framed on the basis of the background of the topic chosen and the problem statement to accomplish the objective of this research: What are the features of brand equity of high-end (5 Stars) luxury hotels in India? Which elements of brand equity do most of the customers perceive for evaluation? Thesis Outline The first chapter gives a brief about the research topic on evaluation of post purchase behaviour on brand equity for hospitality industry in India. This is further explained by designing the problem statement and research topic to specify the path of the study with the focus only on five star luxury hotels in India. Chapter two includes the literature review. This is done by investigating the literature available in physical format and those available on the internet. The literature review explains branding and the various aspects of brand equity to give a basic understanding about brand equity. This will be followed by brand equity in hospitality (service) industry, buying decision of customers, electronic word of mouth and evaluation of customers after using the hotel (post-purchase).Along with this literature, a framework has been designed to give a better understanding of the research which includes the idea of brand equity. Chapter three begins by explaining in the research methodology, how the topic was chosen. This is followed by a discussion on the methodologies used in the research design. Qualitative and quantitative approach were used for this study. Qualitative approach was done by carrying out content analysis using a specific set of measurements. Quantitative approach was used to present the findings and the results. The process of collecting data, the use of secondary data like the feedback of hotels from customers, text and other articles on brand equity are discussed in this section. This section continuous with further explaining the limitations of this study and the sampling design in context of the total volume considered and the time period observed for the data collection. This is commenced by highlighting the validity and the reliability of the study. The fourth chapter presents the findings from the collected data from the website tripadvisor.com for feedback from the guests who have visited the hotels. The main aim for this exercise is to analyse and interpret this data and then divide them in terms of the different components of brand equity or the set of measurements. The results are explained by using the quantitative approach by denoting them in terms of percentage of each component and sub component of brand equity. The fifth chapter analyses the findings and discusses the results and a comparison is made with the earlier studies on brand equity and hospitality industry. This section is concluded by analysing each brand equity category and proposing the hypothesis on brand equity for hotel. The sixth chapter concludes the research by explaining the results obtained from findings and analysis in the previous chapter. This section also answers the research questions for the study. The seventh and the final chapter recommends on the real-world effects of the results obtained from this research. This paper is concluded by proposing a path for the future study centred on the hypotheses.

Ohio Permits Test

As per Ohio's child restraint law, children who are under the age of four and weigh less than 40 pounds must be properly restrained in an approved child safety seat.  If a car approaches you with bright headlights, you must look toward the right edge of the road, to prevent being temporarily blinded.  When you vehicle starts to skid in winter due to icy road conditions, you must turn the steering wheel in the direction of the skid.   You must maintain a safe stopping distance between you and the vehicle ahead by following the four- second rule. On one-way roads, yellow lines are used as: left-edge lines Passing on the left is not permitted within:   100 feet of a bridge, viaduct or tunnel When you are closely following another vehicle at night, you must use: low-beam headlights When you intend to turn, you must give the turn signal at least__________before the actual turn. 100 feet This sign with two arrows allows:   vehicles from either direction to make a left turn On one-way streets, the driver may park a vehicle parallel to and not more than__________ from the right or left curb.   25 inches This sign in construction zones indicates: a flag person If your vehicle stalls while on the tracks and a train is approaching, you must:   get out of the vehicle and run as far away from the tracks as you can When you are approached by an emergency vehicle displaying flashing lights and an audible signal, you must: immediately drive to a position parallel to the right edge or curb of the road or highway and stop It is against the law to make a left turn on red light EXCEPT: from one one-way street to another You are allowed to drive in the left lane of the highway in all of the following situations, except: * when moving slower than the posted speed limit You must use headlights when natural light conditions do not make it possible to clearly see objects __________ ahead. * 1000 feet * On a multiple-lane roadway with several lanes in one direction, you must use_________ for passing. * the middle and left lanes All regulatory devices on the road instruct you: * to stop, proceed in a certain direction, or limit your speed * Because of their size trucks/buses often need to move ________to make right turns. * to the left lane * __________ are zones around a truck or a heavy vehicle where other vehicles disappear into blind spots. No-zones When is it legal to pass another vehicle using the shoulder of a road? * You are not legally allowed to pass using the shoulder of a road * The driver of the car being passed must _________ until the pass is complete. * not increase speed * A barrier of grass, concrete or other material separating two roadways, including interstate highways is known as: * a median * When you encounter a yellow arrow signal while turning left at an intersection, you must: * clear the intersection quickly Which of the following situations are ideal for overtaking and passing another vehicle on the right? when the vehicle you are passing is making or about to make a left turn * Black on orange signs on a highway identify: * specific information and directions to drivers in work zones * To avoid a head-on collision when you see an oncoming vehicle in your lane, you must: * steer right toward the shoulder or curb-line * A vehicle's stopping distance is equal to: * the sum of the braking distance and reaction distance * When you meet a truck coming from the opposite direction, keep as far as possible to the side to avoid a sideswipe accident and to reduce the wind turbulence between the two vehicles. High-beams reflect off rain, fog and falling snow. This makes it even harder for you to see where you are going. For better visibility during these weather conditions, keep your vehicle's headlights on low-beam. * A broken white line separates two lanes travelling in the same direction. Once you have signaled and if it is safe to do so, you may cross this line when changing lanes. * If your vehicle is hit from the side, your body will be thrown toward the side that is hit. When a vehicle is struck from the side, it quickly moves sideways.Everything in the car that is not secured, including the driver and passengers, will slide toward the point of crash, not away from it. * On approaching the modern roundabout, yield to vehicles and bicyclists within the circulating roadway. Look to your left to see if there is an appropriate gap in traffic. If one is not available, you may need to stop. Always enter the roundabout to the right and proceed on the right side of the central island * Aggressive driving is the operation of a motor vehicle in a manner that endangers or is likely to endanger persons or property.If you notice a driver behind you repeatedly flashing headlights, you should not retaliate or in any way engage the other driver. Get out of the way. * When two vehicle s meet on a steep mountain road where neither can pass, the vehicle traveling downhill must yield the right-of-way by backing up until the vehicle going uphill can pass. The vehicle facing downhill has the greater amount of control when backing. * You must never begin to cross railroad tracks unless the tracks can be cleared without stopping. Never shift gears while crossing. When making a U-turn, drivers must yield the right-of-way to oncoming vehicles and pedestrians. You should never make a U-turn on a curve in the road or when approaching the crest of a hill or grade. * Large flashing or sequencing arrow panels may be used in work zones both day and night to guide drivers into certain traffic lanes and to inform them that part of the road or street ahead is closed. * If you are approached by an emergency vehicle in a roundabout, you must not stop or pull over for the emergency vehicle.You should continue on and exit as normal, then pull to the right, so there is room for the eme rgency vehicle to pass. * If the traffic signal is not operating or is malfunctioning, treat the intersection as a four way stop. The driver must come to a complete stop before moving further. * Avoid driving next to other vehicles on multi-lane roads. Someone may crowd your lane or try to change lanes and pull into you * Motorcyclists need a full lane width like other vehicles. Car drivers should never move into the same lane with a motorcycle, even if the lane is wide and the cyclist is riding to one side. An interchange is the connection of a freeway to a road or another freeway by a series of ramps. The connecting roadways allow you to leave one road and enter another safely, without disrupting the flow of traffic. * You may pass on the right only when the vehicle ahead is making a left turn or going straight. You must not pass when another vehicle is making a right turn. * When you turn your head to check the blind spots, make sure you keep the steering wheel straight; people h ave a natural tendency to turn their arms in the same direction as their head turns.

Smythson of Bond Street Brand Positioning

Smythson of Bond Street is a British luxury leather goods and personalized stationery brand. It is a synonym of exclusivity, discreet good taste, elegance, and British heritage. It was founded in 1887 in London and ever since, the brand has received clients such as the Queen Victoria, the Royal Family, Grace Kelly, and Madonna. Besides that, Smythson is positioned as the â€Å"British Hermes† according to its current CEO Andy Janowski; whom along with the new Design Director Rory O’ Honlon wants to consolidate the brand as an â€Å"iconic British luxury leather goods brand†.They want to raise their global awareness and the brand’s image by highlighting Smythson’s expression of contemporary classicism, its 125 year heritage, and unique craftsmanship. Smythson offers a variety of luxury leather goods such as handbags, clutches, wallets, travel accessories, books and diaries, home accessories, covers for high-tech tools, and high-end stationery; all pr oducts with minimalist designs that fit Smythson’s aesthetics.Plus, customers customizing and engraving options go from gold stamped initials to personalized motifs and monograms. Furthermore, the brand appeals to high-end customers both men and women looking for exclusive, high quality, detailed leather accessories, who value first class stationery and paper goods. On the other hand, possible competitors for Smythson are Luxury brands such as Burberry and Gucci. First, Burberry is also a British luxury brand that wants to penetrate the market by highlighting their British Heritage.Unlike Smythson, Burberry has a ready-to-wear line and it does not carry stationery goods. Second, another competitor could be the Italian brand Gucci, because it also sells luxury leather goods but the brand images are different. Gucci appeals more to customers looking for sexy, glamorous, and extravagant goods, while Smythson is targeted towards a more conservative, classic, yet fashionable custo mer.

A Selected Leading Cause Of Death And State Why This Was...

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At the age of 24 she was told that her liver was beginning the process of failure and she would need to be put on the transplant liver for long-term survival. My grandmother died of cirrhosis of the liver and my father, after 3 years of treatment for melanoma, was diagnosed with liver failure. He had a procedure to prolong the useful life of his liver, but the damage to his liver will not allow his liver to regenerate and it will likely be liver failure which leads to his death. Study Tables 11 and 14 for your selection and identify which group at greatest risk according to age, sex, and race. Support your choice byShow MoreRelatedA Research Proposal On Suicide Essay1660 Words   |  7 Pages Statement of Interest Suicide by cop commonly abbreviated as SBC is a topic that embraces a self-explanatory name. 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