Question: You have been hired as a consultant for Protea Sun Hotel a mid-sized hotel chain facing challenges in navigating the evolving landscape of tourism distribution channels. The hotel chain, which traditionally relied heavily on intermediaries such as travel agencies and tour operators, is experiencing a decline in bookings through these channels due to the increasing dominance of online travel agents (OTAs). As a result, the hotel chain is seeking guidance on how to adapt its distribution strategy to maintain competitiveness and profitability in this changing environment. You are required to develop a distribution strategy. Marks will be given against the following aspects: I. Provide a comprehensive introduction to your report. (5) II. • Analyse the current power dynamics in the hotel distribution channel, considering the influence of ICTs, the Internet, and OTAs. (5) III. • Assess the implications of the shifting power balance for the hotel chain's relationships with intermediaries, customers, and other stakeholders. (5) IV. • Propose specific strategies and tactics that the hotel chain can implement to regain control over its distribution channel, enhance its competitiveness, and maximize revenue. • Consider the potential challenges and risks associated with each proposed strategy, as well as measures to mitigate these risks. • Discuss the importance of leveraging ICTs and digital marketing techniques, including social media, to enhance the hotel chain's visibility and attract direct bookings. (20) V. Synthesise your report by means of a conclusion. (5) VI. Referencing (5) VII. Technical Editing (5) VIII. Include Declaration
