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Results for: Affiliation Hong Kong Polytechnic University Remove constraint Affiliation: Hong Kong Polytechnic University Language English Remove constraint Language: English Resource Type Others Remove constraint Resource Type: Others Year 2024 Remove constraint Year: 2024

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    Celebrating Chinese and Spanish heritage, Indulge in the Splendor of Gran Meliá |GreatCase100

    Celebrating Chinese and Spanish heritage, Indulge in the Splendor of Gran Meliá |GreatCase100

    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 Bao Yanli, who provided information and insights for this video. This case discusses that to celebrate the 50th anniversary of China-Spain diplomatic relations and the anniversary of its hotels in China, Gran Meliá hotels launched a campaign focused on the "Mantón de Manila", a traditional Spanish shawl with Chinese cultural origins. The campaign leveraged the heritage and craftsmanship of both countries, featuring flamenco performances, Shu embroidery, and high-end experiences at Gran Meliá hotels in China. The integrated marketing effort generated significant media coverage and social media engagement, reinforcing Gran Meliá's position as a purveyor of Spanish luxury in the Chinese market.
    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。特別感謝包豔麗為本視頻提供信息和見解。本案例探討了為慶祝中西建交50周年及旗下酒店在華開業周年，美利亞酒店集團旗下Gran Meliá品牌推出以“Mantón de Manila”為主題的營銷活動。Mantón de Manila是一種源自中國文化的西班牙傳統披肩。該營銷活動充分利用了兩國的傳統和工藝，包括弗拉門戈表演、蜀繡在中國Gran Meliá酒店的高端體驗。整合行銷活動獲得了大量媒體報導和社交媒體參與，鞏固了Gran Meliá这一西班牙奢華品牌在中国市场的地位。

    Subjects:
    Hotel, Travel and Tourism
    Keywords:
    Hotels -- Marketing Cultural property Hospitality industry -- Marketing
    Resource Type:
    Others
     
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    Cost-benefit analysis of the Green Deck development

    Cost-benefit analysis of the Green Deck development

    The Hong Kong Polytechnic University organized a seminar series focused on green deck development, specifically designed for FCE undergraduate students. The series offers opportunities to learn about the development of green decks, relevant research, and gain exposure to the practical aspects of the industry. This PDF contains the presentation material from Dr. Mark Hsu, covering the cost-benefit analysis of green deck development.

    Keywords:
    China -- Hong Kong Cost effectiveness City planning -- Environmental aspects Pollution prevention Urban renewal
    Resource Type:
    Others
     
  • Others 
    Survey on Public Support to Green Deck Project

    Survey on Public Support to Green Deck Project

    The Hong Kong Polytechnic University hosted a seminar series focusing on green deck development, specifically designed for FCE undergraduate students. The series offers opportunities to learn about the development of green decks, relevant research, and gain exposure to the practical aspects of the industry. This PDF contains the presentation material from Prof. Eric Chui and Dr. William Chan, covering the survey on public support for the Green Deck Project.

    Keywords:
    China -- Hong Kong City planning -- Environmental aspects Public opinion Pollution prevention Urban renewal
    Resource Type:
    Others