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Results for: Affiliation Hong Kong Polytechnic University Remove constraint Affiliation: Hong Kong Polytechnic University Keywords Internet marketing Remove constraint Keywords: Internet marketing Keywords Social media Remove constraint Keywords: Social media Resource Type Others Remove constraint Resource Type: Others

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    Handsome housekeeper feeding |GreatCase100

    Handsome housekeeper feeding |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 Liu Xiaotian, who provided information and insights for this video. This case discusses a marketing strategy that leverages popular online trends and public relations tactics to promote a hotel brand and a major e-commerce platform. The key elements include: 1) Tapping into the widespread popularity of "domineering CEO" and "noble butler" themes in Chinese internet culture and staging a "handsome housekeeper" event to attract attention; 2) Carefully controlling the risks and social perceptions around the event, ensuring it is positioned as a one-time promotional activity rather than a regular hotel service; and 3) Filming the event across different hotel venues to showcase the Sofitel Hangzhou Yingguan property and generate significant exposure on social media platforms. The outcomes indicate significant reach and engagement but highlight the potential risks of such an approach, underscoring the importance of meticulous planning and monitoring to avoid unintended negative consequences.
    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。特別感謝劉嘯天為本視頻提供信息和見解。本案例討論了一種利用流行的在線趨勢和公共關係策略來推廣酒店品牌和主要電子商務平台的行銷策略。關鍵要素包括：1）利用「霸道總裁」和「貴族管家」主題在中國網路文化中的廣泛流行，舉辦「帥氣管家」活動吸引眼球；2）謹慎控制活動周圍的風險和社會認知，確保將其明確定位為一次性促銷活動，而不是常規的酒店服務；3）在不同的酒店場所拍攝活動，以展示杭州英冠索菲特酒店，並在社交媒體平台上產生大量曝光。這些結果表明了巨大的影響力和參與度，但也突出了這種方法的潛在風險，強調了細緻的規劃和監測以避免意外的負面後果的重要性。

    Subjects:
    Hotel, Travel and Tourism
    Keywords:
    Hotels -- Marketing Internet marketing Social media Hospitality industry -- Marketing
    Resource Type:
    Others
     
  • Others 
    Fanta Wild Theme Park | GreatCase100

    Fanta Wild Theme Park | GreatCase100

    This case study discusses how Fantawild Theme Park utilized the short videos and fan effects of Tik Tok and successfully created a phenomenon-level event by implementing customized marketing, multi-channel entry, and influencer interaction strategies, thereby increasing its market share in the industry.

    Subjects:
    Hotel, Travel and Tourism and Marketing
    Keywords:
    Bring (Marketing) Social media Internet marketing Amusement parks -- Marketing
    Resource Type:
    Others
     
  • Others 
    Overseas Chinese Town Holdings Company (OCT) Cultural Tourism Festival | GreatCase100

    Overseas Chinese Town Holdings Company (OCT) Cultural Tourism Festival | GreatCase100

    This case discusses the Overseas Chinese Town Holdings Company (OCT) Cultural Tourism Festival, which aims to integrate culture and tourism. Through marketing strategies such as resource integration across regions and industries and employee participation in the promotion, the festival launches discounted products and moves and have achieved good results. At the same time, it also needs to explore local culture and continuously promote cultural inheritance through tourism.

    Subjects:
    Hotel, Travel and Tourism and Marketing
    Keywords:
    Social media Internet marketing Amusement parks -- Marketing
    Resource Type:
    Others
     
  • Others 
    Sanya Conifer Hotel | GreatCase100

    Sanya Conifer Hotel | GreatCase100

    The case of Sanya Conifer Hotel demonstrates how to use the short video platform to precisely target groups and win much-viewing flows and exposure . Short video marketing has become a model of new technology marketing for hotels.

    Subjects:
    Marketing and Hotel, Travel and Tourism
    Keywords:
    Hospitality industry -- Marketing Hotels -- Marketing Internet marketing Social media
    Resource Type:
    Others
     
  • Others 
    Holiday Inn Express | GreatCase100

    Holiday Inn Express | GreatCase100

    The Holiday Inn Express case demonstrates how short videos, offline sharing sessions, and diversified activities have established a close emotional bond with the target group.

    Subjects:
    Marketing and Hotel, Travel and Tourism
    Keywords:
    Hospitality industry -- Marketing Bring (Marketing) Hotels -- Marketing Internet marketing Social media
    Resource Type:
    Others