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Case Study
The Banyan Tree Wellness Journey, launched by Banyan Tree Resort in China, offers a personalized and unique experience to promote wellness and a healthy lifestyle. The program incorporates local culture and characteristics, targeting specific market segments. Guests are provided with the Banyan Tree Wellness Passport, featuring various wellness activities, with rewards upon completion. The program has boosted revenue from wellness packages, elevated the hotel's average room rate through wellness room offerings, and created awareness about wellness practices. Challenges include engaging a wider range of guests in the program and ensuring the safety and satisfaction of diverse preferences. Banyan Tree must continue to innovate and introduce new wellness experiences to maintain its competitive edge.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Medical tourism Hospitality industry -- Marketing
- Resource Type:
- Case Study
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Case Study
Shanghai International Convention Center Oriental Riverside Bund View Hotel, located in Shanghai's Lujiazui Financial and trade center, has successfully implemented a marketing strategy based on the AISAS theory. By focusing on attention, interest, search, action, and share, the hotel has transformed its image to attract a younger customer base and increase revenue. Utilizing existing resources, such as its lawn and partnerships with local art museums, the hotel has hosted the Lujiazui Financial City International Coffee Culture Festival and created family-friendly activities. This strategy has generated additional income, expanded the hotel's exposure on social media, and established its leadership in the hospitality industry. The challenges ahead include maintaining uniqueness, ensuring safety, and providing personalized experiences to meet evolving consumer preferences.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Case Study
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Case Study
Sheraton Grand Hangzhou Binjiang Hotel has joined hands with Tesla, the leading global luxury electric car manufacturer, to provide convenient charging stations and personalized experiences for Tesla owners. The aim is to attract more guests and enhance online exposure. With a focus on luxury travel and innovative experiences, the collaboration targets Tesla owners and potential customers. The marketing strategy includes the installation of additional Tesla destination charging stations, complimentary charging for guests, and customized Tesla-themed afternoon tea. Promotion is carried out on Tesla's app, social media platforms, and travel websites. The collaboration has successfully increased brand awareness, generated additional revenue, expanded the customer base, and positioned the hotel as a leader in the luxury travel industry. Upholding the quality and novelty of customized experiences while ensuring the safety of charging stations present ongoing challenges. The hotel must continue to innovate, meet changing consumer preferences, and prioritize the security of its charging infrastructure. Striving to offer personalized and innovative experiences, Sheraton Grand Hangzhou Binjiang Hotel can maintain its competitive advantage.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Target marketing Hospitality industry -- Marketing
- Resource Type:
- Case Study
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Case Study
With the camping industry in China experiencing steady growth, the Grand Bay Hotel Zhuhai has launched the Starry Sky Tent Festival to cater to the changing preferences of consumers. The festival targets families seeking safe and affordable alternatives to traditional travel. Through targeted marketing and personalized experiences, the hotel promotes family-friendly activities and educational entertainment. Customized packages, including themed tents and personalized workouts, enhance the visitor experience. The festival has successfully attracted families, generating significant revenue and gaining potential customers. However, challenges remain in ensuring safety, creating differentiated products, and keeping up with evolving consumer preferences. Further innovation and investment are required to provide personalized and educational experiences for families, ensuring a competitive edge in the market.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Target marketing Family vacations Hospitality industry -- Marketing
- Resource Type:
- Case Study
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Case Study
Universal Beijing Resort, the fifth Universal Studios theme park globally, has embarked on a cross-border cooperation with Honor of Kings, a popular Chinese video game. With its extensive influence and user base, Honor of Kings presents a unique opportunity for cultural integration and brand influence at the resort. The marketing strategy centers around creating an immersive interactive experience by blending international theme park elements with local Chinese IP. Themed activities, including a hero parade and meet-and-greet events, along with exclusive merchandise and food offerings, aim to provide visitors with a culturally rich experience. This collaboration has attracted a wider audience, generated positive feedback, and garnered significant social media attention. However, maintaining cultural integration and staying ahead of competing local IP collaborations pose ongoing challenges. The resort must continue to innovate, adapt to visitor preferences, and deliver an extraordinary experience to sustain its competitive advantage in the Chinese-themed park market.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Amusement parks -- China -- Beijing Amusement parks -- Marketing
- Resource Type:
- Case Study
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Case Study
Facing the impact of COVID-19, the hospitality industry has witnessed a shift in customer demographics towards family customers, specifically those with children. Shangri-La Qiantan Shanghai aims to stand out from the competition by offering a unique and memorable experience that caters to this new customer base. Through customer segmentation and product differentiation, the hotel has partnered with popular IPs, such as Sesame Street, to provide a range of child-friendly activities and themed rooms. With a customer-centric approach and visual impact, the hotel successfully attracts family customers, resulting in higher occupancy rates and positive reviews. However, the hotel must continue to innovate and adapt to changing trends to maintain its competitive advantage and address the initial investment challenges associated with creating child-friendly amenities.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Target marketing Family vacations Hospitality industry -- Marketing
- Resource Type:
- Case Study
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Case Study
In the fiercely competitive hotel market, MGM Grand Sanya, with its hardware shortcomings compared to new luxury hotels in the area, faced challenges and opportunities. To maintain market vitality and achieve revenue growth, the hotel employed effective marketing strategies. By accurately segmenting customer groups and developing tailored products, such as a Suite Terrace Wedding Scene for small-scale outdoor weddings, the hotel increased its visibility and conversion rate. Implementing brand cross-border cooperation, MGM Grand Sanya formed unique joint products to attract more customers and enhance brand exposure. Additionally, through optimizing space scenes and creating popular photo hotspots, the hotel maintained its popularity.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Case Study
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MOOC
Handling statistical data is an essential part of psychological research. However, many people find the idea of using statistics, and especially statistical software packages, extremely daunting. This free course, Getting started with SPSS, takes a step-by-step approach to statistics software through seven interactive activities. No statistics software is needed.
- Keywords:
- SPSS (Computer file) Statistics -- Computer programs Statistics -- Data processing
- Resource Type:
- MOOC
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Video
SPSS Statistics is a software package used for interactive, or batched, statistical analysis. Learn how to use it in this full course.
💻 Download course files here: https://drive.google.com/drive/folder...
✏️ Course created by Barton Poulson from datalab.cc.
🔗 Check out the datalab.cc YouTube channel: / datalabcc
🔗 Watch more free data science courses at http://datalab.cc/
⭐️ Course Contents ⭐️
(0:00:00) Welcome
(0:02:33) Versions, Editions, & Modules
(0:08:10) Taking a Look
(0:15:20) Sample Data
(0:19:10) Graph board Templates
(0:28:17) Bar Charts
(0:34:00) Histograms
(0:37:30) Scatterplots
(0:44:30) Frequencies
(0:53:00) Descriptives
(1:01:00) Explore
(1:12:00) Labels & Definitions
(1:23:00) Entering Data
(1:26:00) Importing Data
(1:37:00) Hierarchical Clustering
(1:48:00) Factor Analysis
(2:03:00) Regression
(2:15:00) Next Steps
- Keywords:
- SPSS (Computer file) Statistics -- Computer programs Statistics -- Data processing
- Resource Type:
- Video
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Video
Psychology, Computer Science and Neuroscience have a history of shared questions and inter-related advances. Recently, new technology has enabled those fields to move from “toy” small-scale approaches to the study of language learning from raw sensory input and to do so at a large scale that constitutes daily life. The three primary goals of my research are 1) to quantify the statistical regularities in the real world, 2) to examine the underlying computational mechanisms operated on the statistical data, and 3) to apply the findings from basic science to real-world applications. In this talk, I will present several projects in my research lab to show that the advances in human learning and machine learning fields place us at the tipping point for powerful and consequential new insights into mechanisms of (and algorithms for) learning.
Event Date: 28/06/2023
Speaker: Prof. Chen YU (University of Texas at Austin)
Hosted by: Faculty of Humanities
- Subjects:
- Language and Languages
- Keywords:
- Computational linguistics Language acquisition Machine learning
- Resource Type:
- Video