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heritage tourism
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Lin, Pearl
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Hotels -- Marketing
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Others
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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 Wang Jiaquan, who provided information and insights for this video. This case discusses the innovative marketing strategies employed by Feiniaoji B&B, a Chinese hospitality brand, focusing on emotional storytelling and new media platforms. The key elements of Feiniaoji's marketing approach include the creation of captivating "mini-movie" advertisements that evoke emotional resonance, the incorporation of literary and artistic styles to appeal to young, lifestyle-oriented consumers, the utilization of interactive short-form video content on platforms like TikTok, and the highlighting of the brand's local cultural heritage and unique service offerings. Through these multifaceted strategies, B&B aimed to differentiate itself in a highly competitive industry, enhance brand loyalty, and address common pain points hospitality providers face. The case emphasizes the importance of content innovation and strategic partnerships in driving successful new media marketing campaigns.
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。特別感謝王加權為本視頻提供信息和見解。本案例討論了中國酒店品牌飛鳥集民宿採用的創新行銷策略,重點關注情感敘事和新媒體平臺的運用。飛鳥集行銷方式的關鍵要素包括製作引人入勝的「微電影」廣告,喚起情感共鳴,融入文學和藝術風格以吸引年輕、以生活方式為導向的消費者,在抖音等平臺上利用互動短視頻內容,以及突出品牌的本土文化底蘊和獨特的服務產品。通過多方面的策略,B&B旨在從競爭激烈的行業中脫穎而出,提高品牌忠誠度,並解決酒店供應商面臨的共同痛點。該案例強調了內容創新和戰略合作夥伴關係在推動新媒體營銷活動成功方面的重要性。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Internet marketing Lodging-houses Bed breakfast accommodations
- 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 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
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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 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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Others
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
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Others
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