Food & beverage... an emerging strategic marketing tool for hotels?

• Main Authors: Low, Christopher Chian Sin, Low, Wye Yee, Ho, Lay Fong
• Other Authors: Low Chuen-Chuen, Valerie
• Format: Final Year Project
• Language: English
• Published: 2014
• Subjects: DRNTU::Business::Accounting
• Online Access: http://hdl.handle.net/10356/59368
• Institution: Nanyang Technological University

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.