| Description |
1 online resource |
| Series |
SAGE Business Cases |
|
SAGE Business Cases
|
| Summary |
This case examines the dilemma of a SME located on an island on the West coast of Florida. The land was originally used for development of summer homes and evolved to a business of rental management of the units. Amenities including a swimming pool, tennis courts, a restaurant and snack bar, a store, and bicycle and golf cart rentals were added. A consultant determined The Resort's positioning, in relationship to its competitive set, had been performing well in terms of occupancy level and ADR, but was declining in general business activity. Analysis of reservation data indicated that most of the market came from within Florida, which was a surprise to management, who realised they needed further research to understand how to effectively market the resort |
| Notes |
Originally Published InNiser, J., Coussement, M. A., & Ryan, S. (2013). The case of a small luxury resort: An online marketing and distribution channel dilemma. Journal of Hospitality & Tourism Cases, 2(4), 32-38 |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Description based on XML content |
| Subject |
Resorts -- Florida -- Marketing -- Case studies
|
|
Internet marketing -- Case studies
|
|
Internet marketing
|
|
Resorts -- Marketing
|
|
Florida
|
| Genre/Form |
Case studies
|
|
Case studies.
|
|
Études de cas.
|
| Form |
Electronic book
|
| Author |
Coussement, Martha A., author
|
|
Ryan, Sean, active 2013, author
|
| ISBN |
9781529707830 |
|
1529707838 |
|
