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... to require guides and certain provisions, and are all similar in their containing the thrill element for visitors. Gaming has to do with the addition of casino gaming facilities within the resorts, said to be a top draw in the past and becoming standard in some areas, but whose popularity is also waning in other areas. Ecotourism, as the name implies, refers to the provision of ecotourism activities for resort visitors, said to be the province more of the smaller boutique resorts than the bigger resorts, who can undertake ecotourism with less impact on the environment and greater expertise in program handling (Mcelyea and Cory 1998). Market Growth Worldwide, the general trend is towards growth for the resorts industry in line with the global tourism boom. That said, the growth and opportunities for the resort business in different geographies will vary.
In the US, for example, the growth in the Southeast is projected to be bigger than the growth in other parts of the country, because of the greater concentration of ideal resort locations in that area. In places such as Mexico for example, where tourism is part of the national promotion drive for the past twenty years, the growth of the resorts business is expected to come from domestic tourism in the years to come (Mcelyea and Cory 1998). In Asia, as has already been noted, the growth of the tourism industry as a whole and the growth of the resorts industry will be driven by the resurgence of the Japanese economy, the continued growth of the Chinese economy, and the healthy growth in the maturing economies of Korea, Taiwan, and the Southeast Asian countries. Other developments conducive to the growth of the resorts industry in Asia also include the proliferation of budget airlines that include Valuair in Singapore, Air Asia in Malaysia, and Virgin Blue in Malaysia (Biz Asia 2002). Generally, the outlook for Asia is that growth will be robust because of the growing number of middle class denizens, the availability of cheap air travel, growth in disposable income, and the relaxation of travel rules all over the continent (Mcelyea and Cory 1998). Sampling Most research projects involve sampling subjects from a population of interest.
The population is composed of all the individuals of interest to the researcher. There are two basic types of sampling techniques: non probability sampling and probability sampling. In non probability sampling, we do not know the probability of any particular member of the population being chosen. In probability sampling, each member of the population has a specifiable probability of being chosen. Probability sampling is very important when you want to make exact statements about a population on the basis of the results of the survey. That is, probability sampling is necessary to accurately generalize results from a sample to a population.
Data Collection Methods In collecting data for the marketing of this resort, I can use several methods. This part of the paper looks at the different methodologies applicable to this, its advantages and disadvantages, and in the end looks at the best method for this resort. 1. Field Observation Observation in natural settings Field observation is sometimes called field work or simply naturalistic observation (Lofland 1971). In a field observation study, the researcher makes observations in a particular setting over an extended period of time, using a variety of techniques to collect information.
The report includes these observations and the researchers interpretation s of the findings. Field observation in this marketing plan describes and understands people near the resort. Since I want to know about resorts as a social setting, I will need to visit the place over an extended period of time, talk to people, observe interactions and become accepted as a regular (Cavan 1966). A disadvantage of the field observation is that it demands that a researcher immerse himself or herself in the situation. The field researcher observes everything that may relate to his marketing plan. This includes the setting itself, the patterns of personal relationships, peoples reactions to events that occur, and so on.
The goal is to provide a complete and accurate picture. It is not to test the hypotheses formed before the study. To achieve this goal, the researcher must keep detailed field notes. On a regular basis, the researcher must write down or dictate everything that has happened. Further, the field researcher uses a variety of techniques to gather information: observing people and events, using key informants to provide inside information, talking to and interviewing people, and examining documents produced in the setting. 2. Survey research Surveys use self-report measurement techniques to question people about themselves their attitudes, behaviors and demographics (age, income, race, married status and so on).
Surveys may employ careful sampling techniques to obtain an accurate description of an entire population, in this case, the population of the people around the resort and those who are guests of the place. Most people think of surveys as a way of taking a snapshot of current attitudes and behaviors. However, the survey method is also an important way for researchers to study relationships among variables and ways that attitudes and behaviors change over time. 3. In-depth interview This is a one-on-one and dyad way of interviewing people. This is one of the more popular methodologies especially when drawing out opinions from expert or executive-level respondents. They provide reliable information but these are sources that may be difficult to get (Data Collection).
In getting in-depth interview for this Secret Garden Resort and Restaurant, there is a need to get the right people because their opinions are highly reliable. 4. Executive/Professional Expert Interviewing This is quite similar to the in-depth interview except that this kind of expert interview may touch other subjects not related to the one that the interviewer needs. The interview is usually flexible and less structured. This is a good first exploratory step in forming survey questionnaires for a more generalized population (Data Collection). 5. In-Person Interviewing This is a face-to-face kind of group discussion where there is an interview using both qualitative and quantitative kind of data collection.
In-person interviewing will give interviewers a chance to personally monitor and assess an interview in progress (Data Collection). This is a kind of data collection where there is immediate feedback from the interviewee and when there is something that needs to be clarified, it is immediately done. In-group situations, personal interviewing can become in-depth and more exhaustive where consensus and disagreement are used to investigate the study more. (Data Collection) Best data collection method for Secret Garden The data collection method for this resort is the in-person interview. This is the method that will clearly understand the customers needs and problems, and consequently fulfilling a need that the competition is not addressing. The in-depth one gets from this kind of data collection requires a consensus. This data collection method reveals some marketing strategies that must be put into place swiftly to react to certain trends with short-term windows.
Sometimes an opportunity requires a quick response, such as implementation of a plan within a three-to-four week period. This may be the case for Secret Garden. Conclusion From an examination of the resorts strengths, it is evident that the company is trying to achieve a differentiated strategy of being a cost and quality leader all at the same time. Elements of its low cost strategy include its billing as offering one of the lowest rates in the area for its category, and its emphasis on keeping overhead costs low. Elements of its quality leader attributes are its internationally staffed restaurant offering an international cuisine, live performances by famous musicians, and a degree of training for its personnel. This ambitious differentiation strategy is at the heart of its competitive advantage, assuming that the resort executes properly and consistently over time.
Secret Garden is trying to pursue a combination of cost leadership and differentiation, theoretically unfeasible. From an examination of its strengths, the real competitive advantage of Secret Garden is in essence its proposition as a low-cost resort with the ability to consistently deliver quality basic services and other premium services with regard to food, entertainment, and amenities. Appendix 1 positions this strategy in the context of a Porter competitive advantage matrix (WEBO Thought Leadership 2004). Appendix 1: Porter Competitive Strategy Matrix for Secret Garden Resort Secret Garden seems to be trying to pursue a combination of cost leadership and differentiation, theoretically unfeasible. From an examination of its strengths, the real competitive advantage of Secret Garden is in essence its proposition as a low-cost resort with the ability to consistently deliver quality basic services and other premium services with regard to food, entertainment, and amenities. Bibliography Asian Market Research News 2003.
SARS, Thailand, Tourism and Business Travel: How Fast for Recovery? , Retrieved 15 Sept. 2006 from web Biz Asia 2002. Budget airlines arrive in Asia, Retrieved 15 Sept. 2006 from web Cavan, S. (1966). Liquor License: An ethnography of bar behavior, Chicago: Aldine. Data Collection. Retrieved 15 Sept. 2006 from web Google 2006. secret garden beach Google search, Retrieved 15 Sept. 2006 from web Lofland, J. (1971).
Analyzing social settings. Belmont, CA: Wadsworth. Mcelyea, J. R. and Cory, G. 1998, Resort Investment and Development: An Overview of an Evolving Market, Retrieved 15 Sept. 2006 from web Mill, R. C. 2002, Segments of the Market, Travel Marketing Decisions.
Retrieved 15 Sept. 2006 from web Principles of Marketing Research. Retrieved 15 Sept. 2006 from web Secret Garden Resort and Restaurant n. d. , Secret Garden Resort and Restaurant. Retrieved 15 Sept. 2006 from web Tsiotsou, R. 2006, Using visit frequency to segment ski resorts customers, Journal of Vacation Marketing 12 (1) 15 - 26. Retrieved 15 Sept. 2006 from web WEBO Thought Leadership 2004, Porters Competitive Strategy Matrix, Retrieved 15 Sept. 2006 from web 'scomptetitivestrategy. htm
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Research essay sample on Competitive Advantage Data Collection
