Assignment Task:
SECTION A
Please answer ALL five questions. Maximum words per answer excluding in-text referencing is 250 words. Please ensure that your five answers are presented in a reader-friendly format to facilitate grading.
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Please submit the creative artefact and text answers in one PDF to Turnitin on Friday, Week 13 by 5 pm.
Section A (Compulsory – Must Answer All Five Questions)
Identify and select an eco-luxury hotel brand which currently exists in the marketplace. Answer the following questions that relate to the brand you have selected:
Question 1
Examine the eco-luxury hotel brand’s name, logo and positioning objectives. What do they convey to consumers? Is this ethos reinforced in the brand’s mission statement?
Question 2
Identify the internal and external drivers that influence consumers to purchase the eco-luxury brand. Which of these influences fall within the control of the brand?
Question 3
Identify two key attributes which create customer value for the eco-luxury brand. Using these attributes and a perceptual map, identify the brand’s competitors.
Question 4
Suggest three promotional strategies that the eco-luxury hotel brand should adopt to attract new and existing customers.
Question 5
What do you think will be trending for eco-luxury hotels in the next 18 months? Will the hotel/hospitality industry be able to sustainably address these new trends?
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