The Ecostay Hotel is a hotel built and operated using environmentally friendly techniques and
practices. The aim of the hotel owners is for the hotel to become known as the ‘Home of Ecotourism’.
A key objective on the route to achieving this aim is to raise the market profile of the hotel
for their target market. You have been retained to advise the owners on the most effective strategies
that they could employ to achieve their key objective and remain in line with their corporate aim.
Being a small independent, family-run hotel will act as a constraint on their ambitions in the short
term.
Critically evaluate a range of strategies which would enable the hotel to achieve the key aim
outlined and justify the implementation of the strategy that you would recommend to the owners.

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