Internet technology has many purposes, and the way in which the hotel spa can use this facility to the best of its advantage can be by including:
- Marketing purposes
- On line booking facilities
- Online training and research facilities
- Direct emailing facilities
Internet technology plays a large part within the role of marketing. It can enable small businesses such as the Hotel spa resort to enter the global market and enable the business to create a brand image.
A 'Global strategy is a process of worldwide integration of strategy formulation and implementation. In contrast, a multi-domestic approach allows the independent development of strategy by country or regional units' (Yip and Coundouriotis 1991:5)
(Source: Globalisation Strategy in the Hotel Industry)
The internet site can be established and promoted within other sites and can have links to larger more recognised web pages such as the Scottish tourist board, for example.
'....maximum impact of brand marketing is the successful result of original ideas made fertile by superior execution....'
'....can strengthen and deliver the company (The Celtic Knot) in a multimedia content to a new level of distinction...'
(Source: )
The internet can also allow visual aids and can help consumers decided on the type of resort which they would like to visit. Visual aids include photographs, Architectural interiors and exteriors, and can additional include virtual tours. This can help consumers to decide on the type of resort they would want to go to. The websites also allows clear imagery to the place which they intend to book with and can give consumers a feel of what they will experience prior to the holiday.
Another way in which Internet technology can best suit The Celtic Knot is by having on line booking facilities. This can allow potential customers to transmit their details and payment directly to the resort and have a confirmation sent to them all most straight the way. Many existing companies already do this and it has shown to be successful. This can also help to create a database systems with customers details so that they can be contacted via the internet for promotions, etc, this is looked at in further detail below.
'As the number of people seeking information on the World Wide Web grows rapidly, so does the number of hotels providing these potential guests with an 'online experience' to entice them into choosing their hotel.'
(Source: )
The internet can also benefit the hotel spa best when training staff as it can save a lot of time and also help develop the skills of staff. There are many training schemes that have been developed and enhance the staff's knowledge and also update the facilities of the resort to make the highlight the concept from the rest of the competitors. For example computer reservation booking systems and human resource management training schemes can be brought from the web and then can be implemented with the organisation. The world wide web can also benefit 'The Celtic Knot' as it can help to research competitors within the market, as stated above competition is on going and staff would be able to gain first hand, up to date knowledge on implementing new ideas to expand the original venue. The internet technology is best as it gives first hand up to date information and The Celtic Knot can use this to the best of the their advantage.
Emailing can be used best within this type of an organisation as there are many departments and the staff can communicate with each other via these facilities. Email is a quick and efficient way of sending information. The receiver can access it through an email address, this type of communication is an extremely good way of transmitting and receiving information as it will not cause any misunderstandings and the massages sent can also be saved, which in future reference can be referred to if necessary.
'For business users across the world, email is now the number one
Preferred method of communication and also the one that is
Considered more vital for day-to-day business operations.'
(Source: )
Emailing cannot only be used internally but can also be used to contact external customers. It is helpful when promoting offers and special deals and can also help to gain repeat customers as the hotel spa can contact previous customer directly via the email system and this in turn creates repeat business. Another advantage for the resort is that orders can also be made via transition of email as suppliers can be contacted effectively.
Below is a SWOT analysis of the factors that need to be considered if the web page were to be implemented:
As shown on the table above there are many strengths to having internet technology
In conclusion, it is felt that the internet technology facilities would help The Celtic Knot extremely and would be viable in the promotion and running of the resort. There are hundreds of similar resorts around the world that use the internet technology to market them selves and help run the complexes. Also the target market that the resort is aimed at; the majority of the consumers will know how to use the internet facilities. However as the concept is designed to be a small organisation it is felt that they may not be sufficient funds to enable this type of communication to occur.
Bibliography
Book
Walker, J.R (1996). Introduction to Hospitality. New Jersey: Prentice-Hall, Inc.
Book
O'Connor, P. (1996). Using Computers in Hospitality. London: British Library
Book (2nd Edition)
O'Connor, P. (2000). Using Computers in Hospitality. London: British Library
Book
Knowles, T (1994). Hospitality Management An Introduction. England: British Library
Book
Ford, C.R, Heaton, P.C (2000). Managing the Guest Experience in Hospitality. Canada: Library of Congress Cataloguing- in- Publication Data
Book
Go, M.F, Pine, R (1995). Globalisation Strategy in the Hotel Industry. New York: Library of Congress Cataloguing- in- Publication Data
World Wide Web
