Search Constraints

Number of results to display per page
Results for: heritage tourism Remove constraint heritage tourism Affiliation Hong Kong Polytechnic University Remove constraint Affiliation: Hong Kong Polytechnic University Creator / Instructor Lin, Pearl Remove constraint Creator / Instructor: Lin, Pearl Keywords Hospitality industry -- Marketing Remove constraint Keywords: Hospitality industry -- Marketing Keywords Hotels -- Marketing Remove constraint Keywords: Hotels -- Marketing

Search Results

  • Others 
    Shanghai Peace Hotel "Blossoms Shanghai" TV Series Marketing Case |GreatCase100

    Shanghai Peace Hotel "Blossoms Shanghai" TV Series Marketing Case |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 Zhang Kunpeng, who provided information and insights for this video. This case discusses the marketing strategy of the Shanghai Peace Hotel. This historic hotel sought to revitalize its brand by capitalizing on the popularity of a TV series called "Blossoms of Shanghai." The hotel creatively integrated itself into the show through product placements and special themed offerings, tapping into the growing interest of young consumers in built-in advertising in TV dramas. By continuously emphasizing its rich cultural heritage and crafting engaging brand stories, the Peace Hotel significantly boosted its online visibility and guest room sales, underscoring the importance of blending quality products with effective storytelling to revive traditional brands. The case highlights the need for old hotels to find innovative ways to connect with modern audiences and create sustainable value.
    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。特別感謝張鯤鵬為本視頻提供信息和見解。本案例討論了上海和平飯店的行銷策略。這家歷史悠久的酒店試圖通過利用一部名為「繁花」的電視連續劇的受歡迎程度來振興其品牌。酒店通過植入式廣告和特別主題產品，創造性地將自己融入節目中，利用了年輕消費者對電視劇內置廣告日益增長的興趣。通過不斷強調其豐富的文化底蘊和製作引人入勝的品牌故事，和平飯店顯著提升了其在線知名度和客房銷售額，凸顯了將優質產品與有效故事相結合以重振傳統品牌的重要性。該案例凸顯了老酒店需要找到創新的方式來與現代受眾建立聯繫並創造可持續的價值。

    Subjects:
    Hotel, Travel and Tourism
    Keywords:
    Hotels -- Marketing Television broadcasting -- Economic aspects Beverages -- Marketing Hospitality industry -- Marketing
    Resource Type:
    Others
     
  • Others 
    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
     
  • Others 
    "Hearing the Music of Gulangyu Island - Andaz Xiamen Hotel Music-themed Suite Promotion | GreatCase100

    "Hearing the Music of Gulangyu Island - Andaz Xiamen Hotel Music-themed Suite Promotion | GreatCase100

    Andaz Xiamen Hotel successfully integrates its brand with the cultural heritage of Gulangyu Island through customized cultural tours and music-themed suites. Their marketing strategy includes product design that caters to changing consumer trends, leveraging the historical significance of Gulangyu Island, and offering one-stop services and cultural interpretations. Promotion efforts, such as themed discussions and music salons, further align the hotel with Gulangyu Island's cultural heritage. The outcomes include establishing the hotel as a landmark with strong brand characteristics and converting online engagement into business opportunities. This project showcases the hotel's ability to integrate with local culture, cater to changing consumer demands, and capitalize on the trends of cultural tourism and consumer upgrades.

    Subjects:
    Marketing and Hotel, Travel and Tourism
    Keywords:
    Hotels -- Marketing Hospitality industry -- Marketing
    Resource Type:
    Others
     
  • Others 
    "Champion" Theme Promotion --Blossom Hill Inn Suzhou Tanhuafu | GreatCase100

    "Champion" Theme Promotion --Blossom Hill Inn Suzhou Tanhuafu | GreatCase100

    The case of Blossom Hill Inn Suzhou Tanhuafu demonstrates the process of using intangible cultural heritage and historical background to attract candidates to stay and prepare for exams and the launch of the "Talent Room" product, which has received a market response.

    Subjects:
    Hotel, Travel and Tourism and Marketing
    Keywords:
    Target marketing Hotels -- Marketing Hospitality industry -- Marketing
    Resource Type:
    Others