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Consumer Behavior Theory
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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
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- Others