Communication channels with All-inclusive hostel of Selina in Panama
Dinh, Huong (2016)
Dinh, Huong
Satakunnan ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016052610149
https://urn.fi/URN:NBN:fi:amk-2016052610149
Tiivistelmä
The purpose of this thesis was to introducing the newly innovative concept “All-inclusive hostel” applying by Selina Hostel in Panama. Based on the scenario, the paper aims to focus on Panamanian hospitality industry, which is defined as a heaven for entrepreneurs. Since the concept is completely new, communication channels act as an important role for the case company to market its concept which is the last but not least objective of the paper.
The theoretical part includes qualitative research, such as 12 pillars competitiveness and Porter’s Five Forces on Panamanian economy. In addition, four main communication channels, such as Content, Mobile, Viral and Social Marketing will be also discussed.
With the aim of supporting the paper’s thesis, the concept was described with its advantages and disadvantages. It will help Selina to design the most suitable communication channels for the concept by the marketing team with the author’s contribution.
To support the theoretical section, the empirical research concerning the result of those communication tools was implemented. The research methodologies were applied are interview and questionnaire.
The last but not least is the communication channels executed by the marketing team and its result according to the survey based on the aforementioned information.
The theoretical part includes qualitative research, such as 12 pillars competitiveness and Porter’s Five Forces on Panamanian economy. In addition, four main communication channels, such as Content, Mobile, Viral and Social Marketing will be also discussed.
With the aim of supporting the paper’s thesis, the concept was described with its advantages and disadvantages. It will help Selina to design the most suitable communication channels for the concept by the marketing team with the author’s contribution.
To support the theoretical section, the empirical research concerning the result of those communication tools was implemented. The research methodologies were applied are interview and questionnaire.
The last but not least is the communication channels executed by the marketing team and its result according to the survey based on the aforementioned information.