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Jungle Bay Dominica: How Can An Eco-Resort Amplify Its Marketing?
內容大綱
The concept of Jungle Bay Dominica (Jungle Bay) was created by Samuel Raphael on the island of Dominica in 1997 and first opened for business in 2005. Raphael’s philosophy was that he could profitably operate a luxury hotel with minimal disturbance to the surrounding natural environment that functioned as a tool to further the economic growth and social welfare of the local population. To its clientele, Jungle Bay offered a variety of experiences in a tropical setting, such as breathtaking views, spa treatments, lush gardens and orchards, adventure tours, and fresh organic food. For the Jungle Bay team, Raphael provided opportunities for learning new skills and a steady income, and he gave motivated individuals an opportunity to grow. However, a series of natural disasters and the COVID-19 pandemic had resulted in Jungle Bay struggling to achieve occupancy rates above 35 per cent. Raphael had to determine the best way to expand Jungle Bay’s marketing efforts, increase occupancy rates, and increase revenue.
學習目標
The case is intended for undergraduate- and graduate-level studies on entrepreneurship, tourism and hospitality management, and marketing leadership. It can also be used in marketing courses where digital marketing and integrated marketing communications are taught. After working through the case and assignment questions, the students will be able to<br><br><ul><li>illustrate how marketing is as important for small businesses as it is for larger organizations;</li><li>determine key marketing issues that need to be addressed; and</li><li>detail how all marketing variables need to be integrated to produce a successful strategy.</li></ul>