Marketing strategy implications of the hotel industry in Singapore

Abstract

There has been very little research done on marketing strategies in the hospitality industry in Singapore. As marketing in the hospitality industry i s moving consumers to the goods contrary to the usual process, the hotel accommodation must be presold through second-hand or even third-hand contacts. It would therefore be interesting to attempt to apply the marketing strategies used in other industries to the hospitality industry. The hotel attempt to extend the application of the strategic typology developed by Miles and Snow (1978} to the marketing strategy area in the local hotel industry. Results provide support for the typology and its applicability.