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 Fangzhou, who provided information and insights for this video. This case discusses that the hospitality industry in China is facing a labor shortage, with a projected shortfall of 2.4 million workers by 2025 due to demographic changes. To address this challenge, Marriott launched a new global people brand campaign called "Be" to attract and retain top talent. The campaign empowers associates to fulfill their career goals and grow professionally and personally through Marriott's commitment to a culture of inclusion and innovative opportunities. The launch of the "Be" campaign has generated significant social media engagement and traffic to Marriott's careers website as the company continues to invest in and grow its workforce. 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。特別感謝王方舟為本視頻提供信息和見解。本案例討論了中國酒店業正面臨工作力短缺的問題，由於人口結構的變化，預計到 2025 年將缺口 240 萬。為了應對這一挑戰，萬豪推出了一項名為“Be”的全新全球人才品牌活動，以吸引和留住頂尖人才。該活動旨在通過萬豪對包容性文化和創新機會的承諾，幫助員工實現職業目標，並在職業和個人方面實現成長。隨著公司繼續投資和發展員工隊伍，“Be”活動的推出已為萬豪的職業網站帶來了大量社交媒體參與度和流量。
