Ineffective marketing communication at iris Da Lat Hotel

Abstract

The hospitality industry has expanded quickly in recent years, with significant momentum following the Covid-19 pandemic. Particularly in the tourist sector, Vietnam has taken significant steps to increase economic openness and draw both domestic and foreign investment, promoting economic growth. Iris Da Lat is one of the hotels chosen by many tourists when traveling to Da Lat. However, the company is currently facing challenges in achieving its revenue targets, prompting a comprehensive investigation into the underlying causes. This study, supported by internal data and supplemented by interviews with employees and an extensive review of research literature, has identified ineffective marketing communications as the primary issue. The final conclusions showed that ineffective marketing communications were the primary problem. After identifying the main problem of ineffective marketing communications in Iris Da Lat, this essay delves into an analysis of the potential causes underlying this issue. Utilizing scientific literature to assess and contrast the company's present position is the basis for identifying the root cause. To address the problem and alleviate the associated symptoms, it is crucial to develop marketing strategies with a clear purpose. Consequently, the proposed solution involves setting goals for social media marketing strategies based on the Smart model. This approach will enable the company to align its efforts, optimize its social media presence, and ultimately improve its revenue performance.