1. © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 1 MARKETING, 4E CHAPTER 14 Hospitality and Tourism Operations Research Event Purpose The Hospitality and Tourism Operations Research Event provides an opportunity for students to demonstrate management skills. Hospitality and tourism operations includes marketing and management functions in a business primarily engaged in satisfying the desire to make productive or enjoyable use of leisure time.

2. © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 2 MARKETING, 4E CHAPTER 14 Hospitality and Tourism Operations 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 Tourism Operations 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)

3. © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 3 MARKETING, 4E CHAPTER 14 Hospitality and Tourism Operations 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.

4. © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 4 MARKETING, 4E CHAPTER 14 Hospitality and Tourism Operations Research Event Description This project can be completed by one to three members. You will have 10 minutes to present your project and 5 minutes to answer the judge’s questions. (continued on the next slide)

5. © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 5 MARKETING, 4E CHAPTER 14 Hospitality and Tourism Operations Research Event Description 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

6. © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 6 MARKETING, 4E CHAPTER 14 Hospitality and Tourism Operations 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.