Marketing the Hotel Sector in Economic Crisis Evidence from Mauritius

Global Journal of Business Research, Vol. 5, No. 2, pp. 1-12

12 Pages Posted: 29 Jun 2011

See all articles by Perunjodi Naidoo

Perunjodi Naidoo

University of Technology, Mauritius (UTM)

Prabha Ramseook-Munhurrun

University of Technology, Mauritius (UTM)

Ashwin K. Seetaram

Association des Hôteliers et Restaurateurs de L'Ile Maurice (AHRIM)

Date Written: 2010

Abstract

The rapid spread of the economic crisis has affected the number of international tourist arrivals and the hotel industry in many regions of the world with dwindling occupancy rates. Tourists are more likely to be price sensitive and change their buying patterns during periods of economic hardship. The economic crisis affected different regions of the world including the small island developing destination of Mauritius where uncertainty and doubts in the markets caused a decrease in tourist arrivals which resulted in a reduction in occupancy rates for its hotels. This study attempts to investigate the marketing mix strategies of product, price, place and promotion used by the hotel industry in these turbulent times to reduce decreasing occupancy rates. A survey was undertaken among 75 Marketing Managers of the hotel industry in Mauritius. As this is an exploratory study, the survey enabled the researcher to probe into the marketing mix strategies used by hotels during the economic crisis. The information gathered was analyzed using descriptive statistics and recommendations were suggested.

Keywords: Economic Crisis, Hotel Sector, Marketing Mix, Mauritius, International Tourism

JEL Classification: M31

Suggested Citation

Naidoo, Perunjodi and Ramseook-Munhurrun, Prabha and Seetaram, Ashwin K., Marketing the Hotel Sector in Economic Crisis Evidence from Mauritius (2010). Global Journal of Business Research, Vol. 5, No. 2, pp. 1-12, Available at SSRN: https://ssrn.com/abstract=1873521

Perunjodi Naidoo (Contact Author)

University of Technology, Mauritius (UTM) ( email )

La Tour Koenig
Pointe-aux-Sables
Pointe aux Sables
Mauritius

Prabha Ramseook-Munhurrun

University of Technology, Mauritius (UTM) ( email )

La Tour Koenig
Pointe-aux-Sables
Pointe aux Sables
Mauritius

Ashwin K. Seetaram

Association des Hôteliers et Restaurateurs de L'Ile Maurice (AHRIM) ( email )

5th Floor, Barkly Wharf Caudan Waterfront
Port-Louis
Mauritius

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