Award Date

Summer 2011

Degree Type

Professional Paper

Degree Name

Master of Science in Hotel Administration

Department

Hotel Administration

First Committee Member

Carola Raab, Chair

Number of Pages

62

Abstract

Introduction:

There are certain components of the hospitality industry that make it unique in comparison to other industries. One of those components is the perishability that is associated with the hotel product. When it comes to hotel rooms, if a room is left empty then there is instantly lost profit for that property with no way of recovering it. In order to make maximum profit all rooms must be filled each night, this makes the task of attracting customers of the upmost importance within the industry. One of the primary ways in which hospitality companies have strived to attract customers is through brand development and extension. They have sought to create segments and styles of hotels that will appeal to different portions of the public and in turn make any type of customer happy. Brands have become a central component of the hospitality industry and hotel companies are always looking for new ways to brand their services in order to make it appealing to the consumer.

Purpose:

The purpose of this professional paper is to explore the use of corporate social responsibility practices and branding tactics being used in the hospitality industry. Then use that information to form a guide hotel organizations could use in order to integrate the two concepts in order to create competitive advantages.

Keywords

Branding (Marketing); Hospitality industry; Hotels – Marketing

Disciplines

Advertising and Promotion Management | Hospitality Administration and Management | Strategic Management Policy

Language

English