Introduction
With the boom of the tourism industry in Australia, it can well be assumed that there would be a heady demand for accommodation and thus the market can be stated as well secured (Miller 2010). It has been reported that the average room occupancy in 5 and 4 star hotels range from 75% to 90% which is extremely high under all conditions. Under such circumstances it would relevant to mention that the basics of the product are already well-positioned as the Novotel forest resort, Creswick, thus is in a very favored position in the region with its 4-star facilities and 144 room capabilities (Novotel 2010). However, it should be noted that Novotel forest resort has achieved this goal satisfying the ethical norms of any business, particularly in the hospitality sector.
Advertising
Advertisement plays a very important role in shaping the choices of consumers. The methods for advertising and promotion of the resort’s products and services are through various ways such as internet, TV, magazines, direct mail, public relations, and radio and these are the best methods of creating brand awareness. Novotel forest resort has championed this category with the implementation of an effective yet ethical manner of advertisement. The emphasis, from the point of view of Novotel forest resort, was given on the facilities that include a spa, golf course, and forest treks. These are the fundamental additional attractions that make the resort prominent. It could be mentioned that these methods create constant hits in the mind of the consumer making the consumer more aligned towards the product. This is ethically aligned with any good business approach and Novotel forest resort is a successful example of it. Apart from these methods, there are other ways of creating a significant brand and creating brand awareness. For Novotel forest resorts, these are a public display of customer benefits and occasional and seasonal competition for free lodging or airfares (Brake 2010).
Formulation of these techniques has created brand awareness among potential customers of Novotel forest resort. Additionally, on the Net, viral marketing is a technique by which an advertiser or website passes on a marketing message to other websites. This exponentially widens the visibility and effect of a message by an advertiser. It can be stated that the term ‘Viral marketing’ is not the most popular choice for a term suitably describing this technique (White 2005). The same technique was orchestrated by the Novotel forest resort. This is innovation of modern advertising and ethical at the same time because when Novotel forest resort used this media it made it certain to state their goals and priorities in a clean and honest manner.
Promotion
Once the brand awareness is created the industry would be more favourable for the company as being a brand name there would be a certain amount of faith and compatibility attached with the company and these are high valued products in the industry. This is because once the customer faith can be generated then the market segments would be more aligned towards the company. This has exactly happened for Novotel forest resort with their punctuality of promises and being completely honest with their customers.
Alongside, Novotel forest resort provided some extra facilities like discounts and free gifts for the clients to make them feel comfortable and render their money’s worth. This was not only promoted via media but was practiced. Accordingly, these promices and practices are used in a wide range of advertising campaigns through mass media like TV, Magazines, internet and hoarding to keep a deep impact on the minds of the existing as well as potential customers. These campaigns and promotions are carried out all through the year to sustain a continuous impulse in the consumer level (Ritchie 2007).
Moreover, there is a continuous process of pioneering and original ideas and Novotel forest resort excels in this context with its temporary free astronomical classes during seasons with clear sky. This makes the visitors interested in sky watching and the organization finds a lot of satisfied customers. Alongside, there are free crash course in photography as visitors are sure to take pictures of their holiday and not the entire population are photographers. Methods like these generates interest among the guests and they feel privileged to take part in these programs and thus it is helpful for the resort as visitors always appreciate such moves and the number of returning customers rise year after year (Chung 2008). This is a great success story and it is ethical all along the road.
Public relations practices
Public relations (PR) are the management of internal and external communication environment of an organization to generate and sustain a positive image and goodwill. It often involves in activities like popularizing successes or exaggerating success, rejecting failures or hiding the weakness of company, announcement of new promotion campaigns, detailing new strategies involving public, media and investors. It should be mentioned that Public relations is also viewed as an art or technique to endorse, encourage, sponsor goodwill in the external environment like media and public. The products and services that are provided by Novotel forest resort are accommodation, food and beverage, dinning rooms, lounge room and conference rooms for fulfil customers demands (Lugosi 2008). They present these facilities at the best of their abilities and thus they are true to the well being of the customer. This makes them completely ethical as a business house as they are genuinely concern about their customers.
Alongside, this resort is located in magnificent location where the demand for leisure holiday is still to be explored. However, still product innovation is essential for sustainability in the long run. From the point of view of the resort it generated a good idea and it has started to organize festivals regularly. For example, an occasional barbeque festival held every week, particularly during the season, is very interesting. Alongside, their sea food festival that deals with preparations from all parts of the world also serves the purpose (Duven 2008).
Conclusion
However, to incorporate user-generated content into this ethical market plan it is important to process a well-formulated feedback plan from the visitors on the subject. For the purpose, a questioner on the subject should be presented and the response would collect, as it would prove to be the benchmark of this project and determinant of its success and failure. Novotel forest resort follows this rule. A high amount of feedback returns are gathered and analyzed. Then their strong parts are noted and weak points are worked upon. Regularization of this method is almost synonymous to success as more positive feedback means more customers and the entire process is very ethical all the way (Reddy 2008).
Reference list
Brake, R., 2010. On the Rapid Rise of Forest Camping sites: New Findings and Policy Implications, Children & Society, 24, (1), pp. 75-83.
Chung, L., 2008. Integrating hotel environmental strategies with management control: a structuration approach. Business Strategy and the Environment, 17, (4), pp. 272-286.
Duven, C., 2008. Privacy and forest resort sites. New Directions for Tourism Services, 2008, (124), pp. 89-101.
Lugosi, P., 2008. Hospitality spaces, hospitable moments: consumer encounters and affective experiences in commercial settings. Journal of Foodservice,19, (2), pp. 139-149.
Miller, F., 2010. Hotel: Lodging, Accommodation, Modern History, Facility, Bathroom, Air Conditioning, HVAC, Mini- Bar,Capsule Hotel, Public House, Bar (establishment), Ice Hotel, Motel, Eco Hotel, Boutique Hotel. Boston: Alphascript Publishing.
Novotel., 2010. Novotel forest resort, Creswick, novotel.forestresort.com.au. Web.
Reddy, M., 2008. Sustainable tourism rapid indicators for developed islands: an economic perspective. International Journal of Tourism Research, 10, (6), pp. 557-576.
Ritchie, B., 2007. Host community attitudes toward tourism and cultural tourism development. International Journal of Tourism Research 8 (1), pp. 27-44.
White, C., 2005. The relationship between cultural values and individual work values in the hospitality industry. International Journal of Tourism Research, 7 (4-5), pp. 221-229.
Appendices
Appendix 1: Travel Party of Domestic Visitors 06
Appendix 2: Travel Party of International Visitors 06
