Food & beverage... an emerging strategic marketing tool for hotels?
Low, Christopher Chian Sin
Low, Wye Yee
Ho, Lay Fong
Date of Issue1995
College of Business (Nanyang Business School)
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.
Final Year Project (FYP)
Nanyang Technological University