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Hong Kong Polytechnic University
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Lin, Pearl
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Keywords
Hospitality industry -- Marketing
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Keywords
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 Lu Yi, who provided information and insights for this video. This case discusses how The Ritz-Carlton Hotel leveraged a creative marketing campaign centered around a lost giraffe doll to enhance the customer experience and build emotional connections with guests. By returning the lost doll and photos of it "vacationing" at the hotel, The Ritz-Carlton was able to delight the family and prompt them to share the heartwarming story on social media, generating positive word-of-mouth and improving brand recognition. The success of this campaign highlights the power of personalized, emotionally driven experiences in driving customer loyalty and advocacy. However, the case also notes the challenges hotels face in consistently delivering such high-touch services. Overall, The Ritz-Carlton's "Giraffe Doll Vacation" campaign demonstrates the marketing potential of tapping into customer emotions and creating memorable, shareable moments.
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。特別感謝陸懿為本視頻提供信息和見解。本案例研究討論了麗思卡爾頓酒店如何利用以丟失的長頸鹿娃娃為中心的創意營銷活動來增強客戶體驗並與客人建立情感聯繫。麗思卡爾頓酒店將丟失的娃娃連同在酒店“度假”的照片一起歸還，讓客人感到高興，並促使他們在社交媒體上分享這個感人的故事，從而產生了積極的口碑，提高了品牌知名度。這項活動的成功凸顯了個人化、情感驅動的體驗在推動客戶忠誠度和擁護方面的力量，儘管該案例也指出了酒店在持續提供此類高接觸服務方面面臨的挑戰。總體而言，麗思卡爾頓酒店的「長頸鹿娃娃假期」活動展示了利用客戶情緒和創造令人難忘、可分享的時刻的營銷潛力。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Customer relations Tourism -- Marketing Hospitality industry -- Marketing Customer services
- Resource Type:
- Others
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Others
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 Luo Jiangwei, who provided information and insights for this video. This case discusses a collaboration between Feizhu (Fliggy) and Macau Pass to launch a co-branded card that offers discounts and benefits for Macau travelers. The marketing strategy involves using the co-branded card to create brand awareness around "Visiting Hong Kong and Macau on Fliggy," integrating online and offline experiences and leveraging Fliggy's and Macau's marketing resources and channels. The partnership has already succeeded, with thousands of Macau hotel bookings made through Fliggy using the co-branded card. It has prospects for further expansion of the Macau customer base. However, the case also highlights challenges around coordinating between government, companies, and customers and managing the high costs associated with such collaborative projects.
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。特別感謝羅江威為本視頻提供信息和見解。本案例討論了飛豬與澳門通合作推出聯名卡，為訪澳旅客提供折扣和優惠。行銷策略包括利用聯名卡，圍繞「飛豬遊港澳」打造品牌知名度，整合線上線下體驗，並利用飛豬和澳門的營銷資源和管道。此次合作已經取得了成功，數以千計的澳門酒店通過飛豬使用聯名卡預訂，並有望進一步擴大澳門客戶群。然而，該案例也凸顯了政府、公司和客戶之間協調以及管理與此類合作專案相關的高成本的挑戰。
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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 Du Mu, who provided information and insights for this video. This case discusses how Nanzhao County, a tourist destination in China, responded to the economic impact of the COVID-19 pandemic on the tourism industry. The county government collaborated with local enterprises and tourism organizations to develop a comprehensive marketing strategy. This strategy involved branding the region by combining local culture and natural landscapes, building an ecosystem of cooperation, integrating local specialties with the tourism experience, and leveraging digital marketing and social media. As a result, the county enhanced its brand influence, increased online traffic and bookings, and contributed to the recovery of the local economy through tourism.
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。特別感謝杜牧為本視頻提供信息和見解。本案例討論了中國旅遊目的地南召縣如何應對COVID-19大流行對旅遊業的經濟影響。縣政府與當地企業和旅遊組織合作，制定了全面的營銷戰略。該戰略涉及通過結合當地文化和自然景觀、建立合作生態系統、將當地特色菜與旅遊體驗相結合以及利用數位行銷和社交媒體來打造該地區的品牌。因此，該縣能夠增強其品牌影響力，增加在線流量和預訂量，並通過旅遊業為當地經濟的復甦做出貢獻。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing China -- Henan Sheng Hospitality industry -- Marketing Tourism -- Marketing
- Resource Type:
- Others
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Others
The case of the Huaniao Island Working Holiday program demonstrates how the "New Resident Program" increasing the island's popularity and attractiveness.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Volunteer tourism Hospitality industry -- Marketing Tourism -- Marketing
- Resource Type:
- Others