Attracting Local Guests to Resort Food and Beverage Operations: The Case of the Orlando Resort and Spa

Keywords

hotels and resorts, marketing strategy, restaurants, case study

Abstract

Restaurants housed inside lodging operations are often subjected to occupancy fluctuations that minimize revenues during non– peak periods. Attracting local diners to a hotel’s food and beverage outlets will mitigate this impact while elevating profit margins. This case study synthesizes marketing and operational practices of a pioneering convention destination for the purpose of demonstrating a real world approach for driving local traffic at hotel restaurants. Primary interviews with the property’s executive team provided in-depth insights. It was determined that differentiating product offerings, community involvement, localized advertising, clientele-specific marketing and effective social media coupled with transformational promotion strategies propelled restaurant profits during low occupancy, but that failure to measure promotional strategies was a important weakness

Publication Date

9-25-2013

Original Citation

Karson, K. & Murphy, K. S. (2013). Attracting Local Guests to Resort Food and Beverage Operations: The Case of the Orlando Resort & Spa. Journal of Food Service Business Research, 16 (4). 391-406.

Number of Pages

391-406

Document Type

Paper

Language

English

Source Title

Journal of Foodservice Business Research

Volume

16

Issue

4

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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