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China -- Hangzhou
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Tourism -- Marketing
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This video is made by Dr. Pearl Lin and Dr. Clare Fung's project, "Great Case of Marketing in the Hospitality and Tourism Industry." A special thanks to Han Ninghua, who provided information and insights for this video. This case discusses a tourism company's strategy to create a new cultural and tourism integration model. The key elements of the strategy include in-depth market research and product positioning, the design of immersive, themed experience projects that deeply incorporate local culture and attractions, a multi-channel promotional approach, customized customer service, a loyalty program, and continuous evaluation and adjustment of the strategy based on customer feedback. The primary challenge identified is the difficulty in recruiting and training specialized tour guides who consistently deliver the desired level of service, entertainment, and cultural immersion.
本視頻由林博士和馮博士的專案「酒店和旅遊業行銷的傑出案例」製作。特別感謝韓凝華為本視頻提供信息和見解。本案例研究討論了一家旅遊公司創建文化和旅遊融合新模式的戰略。該戰略的關鍵要素包括深入的市場調研和產品定位、深度融入當地文化和景點的沉浸式主題體驗項目設計、多渠道促銷方式、定製客戶服務、忠誠度計劃,以及根據客戶反饋對戰略進行持續評估和調整。主要挑戰是難以招聘和培訓能夠始終如一地提供所需水平的服務、娛樂和文化沉浸的專業導遊。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Heritage tourism Tourism -- Marketing China -- Hangzhou Culture tourism
- Resource Type:
- Others
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Others
The Hangzhou Cultural and Innovation Bazaar successfully revitalized Hangzhou's cultural tourism industry by integrating Song Dynasty culture with modern trends. Using innovative marketing strategies, such as interactive content, cross-industry collaborations, and immersive experiences, the event attracted both local and foreign tourists. The bazaar's success led to its expansion, with other cities in Zhejiang Province following suit. The integration of traditional cultural elements with contemporary concepts created a unique cultural identity that appealed to young consumers. However, challenges remain in adapting to changing preferences and controlling operating costs while maintaining a differentiated and immersive experience. The Hangzhou Cultural and Innovation Bazaar sets a benchmark for cultural tourism practitioners, emphasizing the importance of continuous learning and exploration to engage modern audiences.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- China -- Hangzhou Tourism -- Marketing
- Resource Type:
- Others
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Others
This case study discusses how Tonglu City successfully converted the popularity of a TV program into actual economic benefits while promoting the development of the local homestay industry and rural tourism.
- Subjects:
- Hotel, Travel and Tourism and Marketing
- Keywords:
- Tourism -- Marketing China -- Hangzhou
- Resource Type:
- Others
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Others
The case of Faxi Temple's Mamori product promotion in Hangzhou demonstrates the success of attracting young people's attention and increasing awareness.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- China -- Hangzhou Tourism -- Marketing Tourism Buddhist temples
- Resource Type:
- Others
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Others
The case of Hangzhou Grocery Market adds a new dimension to the traditional farmers' market by creating an intelligent service experience through value co-creation and internet marketing strategies, making it a model for a new type of tourism destination city planning.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Markets -- China -- Hangzhou China -- Hangzhou Tourism -- Marketing Tourism
- Resource Type:
- Others