Jungle Bay Dominica: How Can An Eco-Resort Amplify Its Marketing?
商品編號：W34144
出版日期：2023/10/16
再版日期：
商品來源：
商品主題：Entrepreneurship; Marketing
商品類型：Case (Field)
涵蓋議題：marketing;ecotourism;brand storytelling;online travel agencies;digital marketing;hospitality;tourism
難易度：4 - Undergraduate/MBA
內容長度：17 頁
地域：
產業：Accommodation & Food Services
事件年度：2022
The concept of Jungle Bay Dominica (Jungle Bay) was created by Samuel Raphael on the island of Dominica in 1997 and first opened for business in 2005. Raphael’s philosophy was that he could profitably operate a luxury hotel with minimal disturbance to the surrounding natural environment that functioned as a tool to further the economic growth and social welfare of the local population. To its clientele, Jungle Bay offered a variety of experiences in a tropical setting, such as breathtaking views, spa treatments, lush gardens and orchards, adventure tours, and fresh organic food. For the Jungle Bay team, Raphael provided opportunities for learning new skills and a steady income, and he gave motivated individuals an opportunity to grow. However, a series of natural disasters and the COVID-19 pandemic had resulted in Jungle Bay struggling to achieve occupancy rates above 35 per cent. Raphael had to determine the best way to expand Jungle Bay’s marketing efforts, increase occupancy rates, and increase revenue.
教學手冊：Jungle Bay Dominica: How Can An Eco-Resort Amplify Its Marketing? - Teaching Note
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