Food & beverage... an emerging strategic marketing tool for hotels?
Through the years, Food and Beverage (F&B) has evolved from a mere supporting role in the hotel business to a cast that has gained significant recognition. Today, F&B constitutes a main source of revenue for many hotels around the world. Due to the emphasis that has been placed on F&B, t...
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| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project |
| Language: | English |
| Published: |
2014
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/59368 |
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| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | Through the years, Food and Beverage (F&B) has evolved from a mere supporting role in the hotel business to a cast that has gained significant recognition. Today, F&B constitutes a main source of revenue for many hotels around the world. Due to the emphasis that has been placed on F&B, there is an inclination, albeit subtle, towards the use of F&B as a strategic marketing tool for the hotel. This study serves to confirm the marketing potential of F &B and its ability to create an impact on the perceived image of a hotel in the eyes of existing and potential customers. |
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