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Culture and tourism
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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 Han Ninghua, who provided information and insights for this video. This case discusses a tourism company's strategy to create a new cultural and tourism integration model. The key elements of the strategy include in-depth market research and product positioning, the design of immersive, themed experience projects that deeply incorporate local culture and attractions, a multi-channel promotional approach, customized customer service, a loyalty program, and continuous evaluation and adjustment of the strategy based on customer feedback. The primary challenge identified is the difficulty in recruiting and training specialized tour guides who consistently deliver the desired level of service, entertainment, and cultural immersion.
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。特別感謝韓凝華為本視頻提供信息和見解。本案例研究討論了一家旅遊公司創建文化和旅遊融合新模式的戰略。該戰略的關鍵要素包括深入的市場調研和產品定位、深度融入當地文化和景點的沉浸式主題體驗項目設計、多渠道促銷方式、定製客戶服務、忠誠度計劃，以及根據客戶反饋對戰略進行持續評估和調整。主要挑戰是難以招聘和培訓能夠始終如一地提供所需水平的服務、娛樂和文化沉浸的專業導遊。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Heritage tourism Tourism -- Marketing China -- Hangzhou Culture tourism
- 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 Li Yongxing, who provided information and insights for this video. This case discusses precision marketing theory and new media platforms to reach and engage target audiences effectively. The key elements include data-driven target audience positioning, innovative content creation, multi-channel promotion, and user interaction to drive brand awareness, audience coverage, travel intent, and social media influence. The plan acknowledges potential challenges around content homogeneity and low user engagement and proposes to address these through continuous innovation, engagement improvement, and data-driven strategy adjustments.
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。特別感謝李永興為本視頻提供信息和見解。本案例討論了精準營銷理論和新媒體平臺如何有效觸達和吸引目標受眾。關鍵要素包括數據驅動的目標受眾定位、創新內容創作、多渠道推廣和用戶互動，以提高品牌知名度、受眾覆蓋率、旅遊意向和社交媒體影響力。該計劃承認內容同質化和用戶參與度低的潛在挑戰，並建議通過持續創新、參與度改進和數據驅動的戰略調整來解決這些問題。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Tourism -- Marketing Culture tourism
- Resource Type:
- Others