© 2009 South-Western, Cengage LearningMARKETING 1 CHAPTER 14 Hospitality and Recreation Marketing Research Event Purpose The Hospitality and Recreation Marketing Research Event provides an opportunity for participants to demonstrate skills needed by management personnel. Hospitality and recreation marketing includes marketing and management functions in a business primarily engaged in satisfying customers’ desire to make productive or enjoyable use of leisure time.

© 2009 South-Western, Cengage LearningMARKETING 2 CHAPTER 14 Hospitality and Recreation Marketing Research Event Scenario A customer service gap is the difference between customers’ expectations of a service and the actual service they receive. The Hospitality and Recreation Marketing Research Event requires participants to select a hotel or restaurant and analyze the customers’ perceptions of service they receive from the business. (continued on the next slide)

© 2009 South-Western, Cengage LearningMARKETING 3 CHAPTER 14 Hospitality and Recreation Marketing Research Event Scenario Participants will survey current customers and prospective customers to determine their expectations of the hospitality business. Participants will then develop a customer service/promotion campaign to expand the customer base using the most cost-effective media available. (continued from the previous slide)

© 2009 South-Western, Cengage LearningMARKETING 4 CHAPTER 14 Hospitality and Recreation Marketing Research Event Description Project can be completed by one to three members. You will have ten minutes to present your project and five minutes to answer the judge’s questions. The written project consists of the following parts: Executive Summary Introduction Research Methods Used in the Advertising Media Analysis Findings and Conclusions Proposed Institutional Promotion Campaign Bibliography and Appendix

© 2009 South-Western, Cengage LearningMARKETING 5 CHAPTER 14 Hospitality and Recreation Marketing Research Event Performance Indicators Evaluated Design an advertising media analysis. Conduct an advertising media analysis. Prepare an institutional promotion campaign to improve public perception of a business. Analyze results from the research and identify the most cost-effective advertising media available. Present the research findings and institutional promotion campaign to the company.