Study examines the impact of hotel s community support during COVID-19 pandemic
Hotels that opened their doors to homeless people in their community during lockdown generated greater positive word-of-mouth marketing than those that offered free accommodation to frontline healthcare workers, finds new University research.
However, despite the positive impact on tourists intentions to share the good news story, the immediate impact on intention to book a visit was the reverse, with people less inclined to book a stay at a hotel that had housed homeless people.
Researchers at the Universities of Bath and Southampton were struck by news reports of the heart-warming initiatives to offer free accommodation and wanted to investigate how they compared in terms of business benefit to the tourism sector.
Hotels offering rooms to homeless in pandemic reap reputational reward
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Southampton business school virtual taster session
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Two women including a Bridport resident have been selected for a pioneering arts leadership programme and will be joining a Dorchester-based organisation as part of their training. Women Leaders South West (WLSW), which aims to address the gender imbalance in the arts and cultural sector, has chosen 16 associates from more than 350 applications for a training opportunity at eight arts organisations in the south west. One of these is Dorset s Activate Performing Arts which will host two women over the next 18 months, supported by social entrepreneurship and business training from Southampton Business School and mentoring from Jude Kelly and The WOW (Women of the World) Foundation. The programme is funded by the Arts Council’s Transforming Leadership scheme.