Driving Demand for the Quarterdeck: A Case Study

Publication Year:
2007
Usage 457
Downloads 434
Abstract Views 23
Repository URL:
https://scholarship.sha.cornell.edu/articles/256
Author(s):
Kwortnik, Robert J., Jr.; Vosburgh, James
Tags:
Nova Scotia; tourism demand generators; seasonal resorts; Hospitality Administration and Management
article description
The Quarterdeck Beachside Villas and Grill is a small property that faces an all too common set of challenges, most of them stemming from steep seasonality. Located on Nova Scotia's south shore, the Quarterdeck sells out during the summer months but is nearly empty during the winter. This case study examines the Quarterdeck's marketing approach and outlines strategies for driving off-season demand by focusing specifically on identifying guests' needs and desires to develop new product bundles and marketing communications. Although these ideas emerge from the Quarterdeck's particular circumstances, the strategies are applicable to many small hospitality companies that face seasonal demand.