Kwortnik, R. J., Jr., & Vosburgh, J. (2007). Driving demand for the quarterdeck: A case study [Electronic version]. Cornell Hospitality Quarterly, 48(3), 323-341. Retrieved [insert date], from Cornell University, School of Hospitality Administration site: http://scholarship.sha.cornell.edu/articles/256/
Driving Demand for the Quarterdeck: A Case StudyArticles and Chapters
AbstractThe 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.