A Historic Hotel Strategic Management Approach for

A Historic Hotel Strategic Management Approach for Performance Improvement

In this era of big data and strong competition in the market, historic hotels must have a certain competitive advantage to survive. Based on the location of this historic hotel, it is one of the nation's leading wedding destinations in the south of Northwest Arkansas. In addition, it belongs to top 10 hunted hotel in American which was repaganized by Travel Channel. If I was the GM, I will take those two competitive advantages to promote the hotel.

Besides the background of the company, my perspective of operating a business, we cannot make our business become tedium. Least we have to keep innovation in particular under this rapidly developing society. Even promoting the hotel as place for both weddings and ghost tourism exists some conflicts. It still generates much more revenue compared with only for wedding promoting. What we need to solve our customers who care about encountering these ghosts in a happy wedding.

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These are all psychological or conceptual problems. As long as we have a certain persuasiveness and tell them our characteristics, guests will also be willing to accept or try this experience.

Once hotel wants to promote the wedding and ghost tourism together, as a GM you need to consider the needs of the market value, especially the exception from guests. Because the wedding and ghost tourism are held in the same place, they are two opposite things. One symbolizes beauty and happiness, but one is spooky. For example, if there are some ghost components appear in a guest's wedding and the guests which are not expected and without any notifications at all.

It will may make some guests who are happy at the wedding feel extremely afraid in one moment. As a result, the negative word-of -mouth will be created which is not conducive to the long-term operation of the hotel. Therefore, preventing conflicts and reducing bad influences requires that the hotel be realistically fulfilled when it is first pushed. Ensure the accuracy of the instructions on your website, the authenticity of images and other information, especially the information on third party websites.

Hotel has to provide real and effective information, and I think the other influential factor is whether the guests will accept this idea under motivation. It will be a long-term process to convince guests' psychological factors. Some people are not willing to accept new things, and some people are curious to try new things. But only if we can innovate a suitable solution, finding the balance between wedding and ghost travel can basically eliminate the difficulty of this problem. Therefore, the focus of our work is to change the way people think. We can first promote the wedding through a couple who love ghost tourism. Let people think that this is a very novel thing, it may attract more people willing to try. Furthermore, another way for promotion the hotel can depend on local culture, because ghost tourism will somehow reflect more deeply about local culture especially in a historic hotel. Like Sara Button explained "The stories a community values or fears can reveal a lot, and guides can't tell a ghost story without giving adequate historical context· ghost tour will grant unique insight into the place and people" (Button, S.). It will help guests understand more local cultural characteristics for those who choose to use this hotel as a wedding or tourism.

The most effective way for GM could directly to promote hotel via package marketing to maximize revenue and maintain guest satisfaction. In detail, if customers are holding or attending wedding in the hotel, you can get a free room to enjoy the ghost tourism in the one year. If people come to the hotel for ghost tour, you will promote to a premium room, free breakfast and other benefits as well. This method will directly attract people come in to the hotel and they may generate more sales in the future. So, we have to leave a good first impression in front of the guest and we need to keep in tough those potential come back guests. According to Lan Linton, there is an indirectly relationship between satisfied customers and profitability. The current customers will make comments on social which will impact your future potential guests. "By maximizing customer satisfaction and encouraging customers to post their views on a forum or product review site, you can attract new customers who use the reviews to make their purchasing decisions" (Linton, I.).

This hotel can properly conduct market research and analysis to judge the practicality of this ghost tour and create the competitive advantage for the hotel. Based on these historical data, a seasonal sales strategy could be applied. Which months will be the peak of the wedding, hotel can pause the ghost tourism during the period according to customer needs. In the off-season of the wedding, hotel main focus on ghost tourism. Our strategy can be Mainly for weddings, supplemented by ghost tourism. Since NWA area are lots of hotels for wedding, thus ghost tourism is a good way for innovation. However, it may affect customer responsiveness, the quality of product and service must be improved. All the production line needs to design a creative and attractive production or service with less cost as possible.

According to the operation of similar hotels, I have probably learned about the feasibility analysis and financial projection of ghost tourism to help GM to make market decisions and achieve revenue maximization goal. Through analysis, although the market share of weddings in the hotel is dominant, the market position of ghost tourism is minimal. But once it is influenced by the combination of the two markets, it will stimulate the consumer's consumption behavior, because the hotel provides discounts ticket to the guests. As a result, ghost tourism will become active in the market. Maybe hotel will still lose some customers because they still can't stand the existence of this model. But for a long term, compared to those hotels that only manage weddings without any other innovations, this kind of business model that coexists with wedding and ghost tours will generate more revenue. Because the hotel has led to the development of another potential commercial product (ghost tourism) through major wedding events.

References

Button, S. (2017, October 12). Why You Should Go on a Ghost Tour Wherever You Travel. Retrieved from

Linton, I. (2017, November 21). Does Maximizing Customer Satisfaction Maximize Profitability? Retrieved from