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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 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
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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 Huang Wenjie, who provided information and insights for this video. This case discusses the strategic brand positioning and marketing initiatives undertaken by Shunde Huaguiyuan Hotel Co., Ltd. to promote the Cantonese cuisine and food culture of Shunde, a well-known culinary destination in China. The hotel launched a high-end Cantonese restaurant called "Finding Shunde's Food," which employed a multifaceted marketing approach, including a digital strategy with online menus and social media engagement, community involvement and tourism partnerships, enhanced customer experience and service quality, as well as offline publicity and event-based promotions. The results were positive, with the restaurant's initial solid performance and positive customer feedback. However, the case also highlights the hotel's ongoing challenges in navigating a highly competitive catering market, managing costs, and adapting to rapidly changing consumer demands and market trends.
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。特別感謝黃文傑為本視頻提供信息和見解。本案例討論了順德區華桂園酒店有限公司為推廣中國知名美食目的地順德的粵菜和飲食文化而採取的戰略性品牌定位和營銷舉措。酒店推出了一家名為「尋味順德」的高端粵菜餐廳，採用多方面的行銷方法，包括通過在線菜單和社交媒體參與、社區參與和旅遊合作的數位化策略，提升客戶體驗和服務品質，以及線下宣傳和活動式促銷。結果是積極的，餐廳的初期表現強勁，客戶反饋積極，儘管該案例也凸顯了酒店在駕馭競爭激烈的餐飲市場、管理成本以及適應快速變化的消費者需求和市場趨勢方面面臨的持續挑戰。
- Subjects:
- Food and Beverage and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Caterers catering 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 Feng Jingjing who provided information and insights for this video. This case discusses the marketing strategy employed by Crowne Plaza Hefei facing increased competition and declining corporate budgets for end-of-year annual meetings. The hotel developed a unique "Masquerade Party" themed event, which included customized elements like formal attire, photo opportunities, and themed package options. By providing an immersive and interactive experience, the hotel generated substantial interest and bookings from companies looking to host their annual meetings. The success of this themed event highlights the value of understanding customer needs, creating a distinctive experience, and leveraging special occasions to drive hotel bookings and revenue during challenging economic times.
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。特別感謝鳳晶晶為本視頻提供信息和見解。本案例討論了合肥皇冠假日酒店在年終年會面臨競爭加劇和公司預算下降的情況下採用的行銷策略。酒店開發了獨特的“化裝舞會”主題活動，其中包括正裝、拍照機會和主題套餐選項等定製元素。通過提供身臨其境的互動體驗，該酒店能夠引起希望舉辦年會的公司的巨大興趣和預訂。這一主題活動的成功凸顯了了解客戶需求、創造獨特體驗以及利用特殊場合在充滿挑戰的經濟時期推動酒店預訂和收入的價值。
- Subjects:
- Event and Convention and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Target marketing Weddings Hospitality industry -- Marketing Special events -- Management
- 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 Wei Fuchun, who provided information and insights for this video. This case discusses how Hilton Zhuji Hotel fully integrated the local cultural elements of Xishi and pearls into its design, services, and marketing strategy. By creating a unique cultural atmosphere and providing immersive pearl-related experiences for guests, the hotel successfully established a distinctive brand image that showcased the rich history and craftsmanship of the Zhuji region. This innovative approach to cultural marketing enhanced customer satisfaction and loyalty. It contributed to the inheritance and promotion of the local Zhuji culture, serving as an excellent example of how hotels can leverage their geographic and cultural context to differentiate their offerings.
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。特別感謝魏福春為本視頻提供信息和見解。本案例探討了諸暨希爾頓酒店如何將西施和珍珠的當地文化元素充分融入其設計、服務和行銷策略中。酒店通過營造獨特的文化氛圍，為賓客提供身臨其境的珍珠相關體驗，成功樹立了鮮明的品牌形象，展現了諸暨地區豐富的歷史和工藝。這種創新的文化行銷方法提高了客戶滿意度和忠誠度。它為諸暨當地文化的傳承和推廣做出了貢獻，是酒店如何利用其地理和文化背景來區分其產品的一個很好的例子。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- 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 Gao Boyou, who provided information and insights for this video. This case discusses JellyCat, a UK-based doll company that faced challenges in the Chinese market due to its non-local brand identity and high pricing. To address this, JellyCat adopted a new market segmentation strategy, targeting young consumers with higher purchasing power, and implemented an "Ugly as Beauty" reverse marketing approach. This strategy, which leveraged the social attributes of "ugly" things and aligned with the emotional needs of young consumers, helped JellyCat establish a strong brand identity and product features, leading to increased sales and brand loyalty. However, the approach also carries risks, as improper execution could damage the brand's image, and the phenomenal popularity has a time limit, requiring continuous marketing and maintenance efforts.
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。特別感謝高博悠為本視頻提供信息和見解。本案例討論了總部位於英國的娃娃公司 JellyCat 因其非本地品牌標識和高定價而在中國市場面臨挑戰。為了解決這個問題，JellyCat採用了一種新的市場市場區隔分策略，瞄準購買力較高的年輕消費者，並實施了“醜美”的逆向行銷方法。這一策略利用了“醜陋”事物的社會屬性，符合年輕消費者的情感需求，幫助JellyCat建立了強大的品牌形象和產品特色，從而提高了銷售額和品牌忠誠度。然而，這種方法也存在風險，因為執行不當可能會損害品牌形象，而且驚人的受歡迎程度是有時間限制的，需要持續的營銷和維護工作。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Consumer behavior -- Psychological aspects Consumers -- Psychology 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 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 Wei Youji, who provided information and insights for this video. This case discusses the conservation and marketing strategy for Longhu Mountain, the ancestral home of Taoism in China. Located in Jiangxi Province, Longhu Mountain is the "No. 1 Town of Taoism in China," rich in cultural, ecological, and tourism resources. The marketing strategy revolves around capitalizing on the growing trends of "great health consumption," deep integration of Chinese culture and immersive experiences, and embracing online platforms to create an "internet celebrity town" for tourists. The ultimate goal is to transform Longhu Mountain and Shangqing Town into an exemplary cultural destination that showcases Taoist history, medicine, and traditions over the next 20 years. However, challenges remain in educating the local populace and visitors about Taoist culture and etiquette.
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。特別感謝韋佑基為本視頻提供信息和見解。本案例討論了中國道教的祖庭龍虎山的保護和行銷策略。龍虎山位於江西省，素有「中國道教第一鎮」之稱，擁有豐富的文化、生態、旅遊資源。行銷策略圍繞緊抓“健康消費”主流趨勢，深度融合中華文化與沉浸式體驗，擁抱線上平臺，打造遊客“網紅小鎮”。最終目標是在未來20年內將龍虎山和上清鎮轉變為一個展示道教歷史、醫學和傳統的典範文化目的地，儘管在教育當地民眾和遊客瞭解道教文化和禮儀方面仍然存在挑戰。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Spiritual tourism Heritage tourism Tourism -- 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 Chen Hao, who provided information and insights for this video. This case discusses the marketing strategy of Lyf, a co-living apartment brand, using talk show events to engage with its target audience of young, educated consumers in China. The key aspects of the strategy include using the relatable and entertaining format of talk shows to build brand awareness and community, developing communication channels like social media and event activities to drive participation and conversion, and continuously refining the event format and themes to maintain audience interest. While the strategy has yielded positive outcomes in building brand recognition and acquiring new members, the case also highlights the challenges of sustaining the appeal of such events and effectively integrating online and offline engagement. Overall, the case demonstrates how Lyf has leveraged the popularity of talk shows among its target demographic to forge deeper connections with potential customers.
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。特別感謝陳昊為本視頻提供信息和見解。本案例研究討論了共用生活公寓品牌Lyf的行銷策略，該品牌利用脫口秀活動與目標受眾（中國受過良好教育的年輕消費者）互動。該策略的關鍵方面包括使用脫口秀節目的親和力和娛樂性來建立品牌知名度和社區，開發社交媒體和線下活動等溝通管道以推動參與和轉化，以及不斷完善活動形式和主題以保持觀眾的興趣。雖然該策略在建立品牌知名度和獲得新成員方面取得了積極成果，但該案例也凸顯了維持此類活動的吸引力以及有效整合線上和線下參與的挑戰。總體而言，該案例展示了Lyf如何利用脫口秀在其目標人群中的受歡迎程度與潛在客戶建立更深層次的聯繫。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Apartment houses -- 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 Lu Yi, who provided information and insights for this video. This case discusses how The Ritz-Carlton Hotel leveraged a creative marketing campaign centered around a lost giraffe doll to enhance the customer experience and build emotional connections with guests. By returning the lost doll and photos of it "vacationing" at the hotel, The Ritz-Carlton was able to delight the family and prompt them to share the heartwarming story on social media, generating positive word-of-mouth and improving brand recognition. The success of this campaign highlights the power of personalized, emotionally driven experiences in driving customer loyalty and advocacy. However, the case also notes the challenges hotels face in consistently delivering such high-touch services. Overall, The Ritz-Carlton's "Giraffe Doll Vacation" campaign demonstrates the marketing potential of tapping into customer emotions and creating memorable, shareable moments.
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。特別感謝陸懿為本視頻提供信息和見解。本案例研究討論了麗思卡爾頓酒店如何利用以丟失的長頸鹿娃娃為中心的創意營銷活動來增強客戶體驗並與客人建立情感聯繫。麗思卡爾頓酒店將丟失的娃娃連同在酒店“度假”的照片一起歸還，讓客人感到高興，並促使他們在社交媒體上分享這個感人的故事，從而產生了積極的口碑，提高了品牌知名度。這項活動的成功凸顯了個人化、情感驅動的體驗在推動客戶忠誠度和擁護方面的力量，儘管該案例也指出了酒店在持續提供此類高接觸服務方面面臨的挑戰。總體而言，麗思卡爾頓酒店的「長頸鹿娃娃假期」活動展示了利用客戶情緒和創造令人難忘、可分享的時刻的營銷潛力。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Customer relations Tourism -- Marketing Hospitality industry -- Marketing Customer services
- 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 Zheng Hong, who provided information and insights for this video. This case discusses how the Import Commodity City in Qingtian County, Zhejiang Province, China, has leveraged the concept of cultural capital to enhance the tourism experience and boost local economic development. After establishing a vibrant import goods market, the local government and travel agencies have curated immersive travel packages that combine shopping, educational experiences, and authentic Western-style dining. This strategy has effectively increased the length of tourist stay, driven up sales for merchants, and opened up new segmented travel markets, such as employee retreats and parent-child excursions. The case highlights the importance of integrating cultural education, culinary experiences, and strategic partnerships to create a holistic and compelling tourism offering that capitalizes on the growing demand for unique, experiential travel.
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。特別感謝鄭鴻為本視頻提供信息和見解。本案例討論了中國浙江省青田縣的進口商品城如何利用文化資本的概念來提升旅遊體驗並促進當地經濟發展。在建立了充滿活力的進口商品市場后，當地政府和旅行社策劃了沉浸式旅行套餐，將購物、教育體驗和正宗的西餐相結合。這一策略有效增加了遊客的停留時間，帶動了商家的銷售，並開闢了新的細分旅遊市場，如員工務虛會、親子短途旅行等。該案例凸顯了整合文化教育、美食體驗和戰略合作夥伴關係的重要性，以創造一個全面且引人入勝的旅遊產品，應對獨特體驗式旅行日益增長的需求。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Wine tourism Food tourism Tourism -- 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 Cai Qiyao, who provided information and insights for this video. This case discusses that InterContinental Xiamen has created the "Whale Fantasy World" Metaverse family vacation experience, which combines immersive MR technology, interactive devices, and upgraded art and visual displays to provide a unique and engaging parent-child travel experience. The hotel has used a comprehensive digital marketing strategy, including online promotion, offline activities, and strategic partnerships, to attract family tourists and enhance customer satisfaction and loyalty. Despite the high investment and potential competition in the market, the hotel is confident in maintaining its innovation and standing out in the fierce competition by continuously optimizing its product experience and service quality.
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。特別感謝蔡琪瑶為本視頻提供信息和見解。本案例探討廈門洲際酒店打造了「鯨魚奇幻世界」元宇宙家庭度假體驗，結合沉浸式MR技術、互動設備、升級的藝術和視覺展示，提供獨特而引人入勝的親子旅行體驗。酒店採用全面的數字行銷策略，包括線上推廣、線下活動、戰略合作等，吸引家庭遊客，提高客戶滿意度和忠誠度。儘管市場投資高昂，競爭激烈，但酒店有信心保持創新，通過不斷優化產品體驗和服務品質在激烈的競爭中脫穎而出。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Target marketing Family vacations 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 Miao Jian, who provided information and insights for this video. This case discusses the event marketing strategy of MGM China, a joint venture between Diaoyutai State Guesthouse and MGM of the United States. MGM China positions its hotels as gathering centers for regional and global events, leveraging its unique facilities and global sales team to attract large-scale entertainment, luxury, and art events. This strategy has helped MGM hotels in Shanghai, such as MGM Shanghai West Bund and Bellagio by MGM Shanghai, achieve high occupancy rates and average room rates during event periods, cementing their position as the preferred venues for such events. However, the case also highlights the challenge of catering to different customer segments with varying preferences within the same period, which can impact the long-term stability of the label hotel products.
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。特別感謝苗健為本視頻提供信息和見解。本案例探討了釣魚臺國賓館與美國美高梅合資的美高梅中國的活動行銷策略。美高梅中國將其酒店定位為區域和全球活動的聚集中心，利用其獨特的設施和全球銷售團隊來吸引大型娛樂、奢侈品和藝術活動。這一策略説明上海美高梅酒店，如上海西岸美高梅酒店和上海美高梅百樂宮酒店，在活動期間實現了高入住率和平均房價，鞏固了其作為此類活動首選場所的地位。然而，該案例也凸顯了在同一時期內迎合不同偏好的客戶群的挑戰，這可能會影響標籤酒店產品的長期穩定性。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Strategic planning 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 Hu Dongwen, who provided information and insights for this video. The case discusses the digital marketing strategy employed by the Courtyard by Marriott Hotel in Chongli, China, to target the growing parent-child travel market. The key elements of the strategy include enriching the product line with specialized parent-child offerings, cross-border collaborations to enhance the customer experience, and leveraging digital marketing channels to increase brand awareness and traffic. This multi-pronged approach significantly improved the hotel's popularity, built a strong brand reputation, and led to a substantial customer base and revenue growth.
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。特別感謝胡東文為本視頻提供信息和見解。本案例探討了中國崇禮萬怡酒店為瞄準不斷增長的親子旅遊市場而採用的數字行銷策略。該戰略的關鍵要素包括通過專門的親子產品豐富產品線，跨境合作以增強客戶體驗，以及利用數位行銷管道提高品牌知名度和流量。這種多管齊下的方法顯著提高了酒店的知名度，建立了強大的品牌聲譽，並帶來了可觀的客戶群和酒店收入增長。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Target marketing Family vacations 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 Luo Jiangwei, who provided information and insights for this video. This case discusses a collaboration between Feizhu (Fliggy) and Macau Pass to launch a co-branded card that offers discounts and benefits for Macau travelers. The marketing strategy involves using the co-branded card to create brand awareness around "Visiting Hong Kong and Macau on Fliggy," integrating online and offline experiences and leveraging Fliggy's and Macau's marketing resources and channels. The partnership has already succeeded, with thousands of Macau hotel bookings made through Fliggy using the co-branded card. It has prospects for further expansion of the Macau customer base. However, the case also highlights challenges around coordinating between government, companies, and customers and managing the high costs associated with such collaborative projects.
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。特別感謝羅江威為本視頻提供信息和見解。本案例討論了飛豬與澳門通合作推出聯名卡，為訪澳旅客提供折扣和優惠。行銷策略包括利用聯名卡，圍繞「飛豬遊港澳」打造品牌知名度，整合線上線下體驗，並利用飛豬和澳門的營銷資源和管道。此次合作已經取得了成功，數以千計的澳門酒店通過飛豬使用聯名卡預訂，並有望進一步擴大澳門客戶群。然而，該案例也凸顯了政府、公司和客戶之間協調以及管理與此類合作專案相關的高成本的挑戰。
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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 Tian Ji, who provided information and insights for this video. This case discusses how Luckin Coffee and liquor brand Kweichow Moutai collaborated on a co-branded "Sauce-flavored Latte" promotion that leveraged both brands' influence to target young consumers with innovative flavors. The campaign generated extensive social media buzz and discussion, and the product saw tremendous sales success. The partnership allowed Luckin Coffee to expand its brand appeal and Moutai to reach a younger demographic, demonstrating the power of cross-industry co-branding.
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。特別感謝田吉為本視頻提供信息和見解。本案例討論了瑞幸咖啡和酒類品牌貴州茅臺如何合作推出的聯合品牌“醬香拿鐵”促銷活動，利用兩個品牌的影響力，以創新口味瞄準年輕消費者。該活動引起了社交媒體的廣泛關注和討論，產品銷售取得了巨大的成功。此次合作使瑞幸咖啡擴大了品牌吸引力，茅臺也接觸到了更年輕的人群，展示了跨行業聯合品牌的力量。
- Subjects:
- Food and Beverage and Hotel, Travel and Tourism
- Keywords:
- Strategic alliances (Business) Strategic planning Beverages -- 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 Wang Xiaokkun, who provided information and insights for this video. This case discusses the marketing strategy adopted by the Sanya Xidao Characteristic Tourism Destination, an ancient fishing village with over 400 years of history. To increase its popularity and attract more visitors, the destination upgraded its facilities to integrate local cultural elements, collaborated with popular travel variety shows for promotional exposure, and leveraged social media marketing tactics like influencer partnerships and user-generated content. These efforts significantly increased the destination's popularity, becoming a top tourist attraction in Sanya. However, the case highlights the need for continuous innovation and a careful balance between maintaining the authenticity of the destination and avoiding excessive commercialization.
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。特別感謝王曉昆為本視頻提供信息和見解。本案例討論了擁有400多年歷史的古老漁村三亞西島特色旅遊勝地所採取的行銷策略。為了提高知名度，吸引更多遊客，該目的地對設施進行了升級，融入了當地文化元素，與熱門旅遊綜藝節目合作進行宣傳曝光，並利用社交媒體行銷策略，如影響者合作夥伴關係和使用者生成的內容。這些努力使該目的地的受歡迎程度顯著提高，成為三亞的頂級旅遊景點。然而，該案例凸顯了持續創新的必要性，並在保持目的地的真實性與避免過度商業化之間保持謹慎平衡的必要性。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Internet marketing China -- Hainan Sheng Tourism -- 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 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。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hospitality industry -- Personnel management Hotels -- Employees
- 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 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 Pan Hongling, who provided information and insights for this video. This case discusses the marketing strategies employed by the Altay region in Xinjiang, China, to position itself as a premier skiing destination. The key strategies include: 1) Creating a popular "check-in spot" for skiing experiences by leveraging the region's natural scenery and working with social media influencers, 2) Introducing the Altay Ski Card, which offers unlimited skiing access to drive repeat visits and increase tourist spending on accommodations, dining, and equipment rentals. These strategies have successfully increased tourist traffic, length of stays, and overall revenues for the local tourism industry. However, the case also highlights the need to address challenges around managing the influx of tourists, maintaining service quality, and ensuring sustainable development of the region's natural resources.
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。特別感謝潘虹伶為本視頻提供信息和見解。本案例討論了中國新疆阿勒泰地區為將自己定位為首屈一指的滑雪目的地而採用的行銷策略。主要策略包括：1）通過利用該地區的自然風光並與社交媒體影響者合作，為滑雪體驗創造一個受歡迎的“打卡點”，2）推出阿勒泰滑雪卡，提供無限制的滑雪通道，以推動重複訪問並增加遊客在住宿、餐飲和設備租賃方面的支出。這些策略成功地增加了當地旅遊業的客流量、逗留時間和整體收入。然而，該案例也凸顯了應對遊客湧入、維持服務品質和確保該地區自然資源可持續發展等挑戰的必要性。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Skis skiing Mountain tourism 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 Yang Yi, who provided information and insights for this video. This case discusses the digital marketing strategy of Longfor Group, a major real estate and commercial conglomerate in China. Longfor has developed a comprehensive membership system called "Longzhu" that integrates various consumer touchpoints across its businesses, allowing customers to earn and redeem credits for a wide range of products and services. The membership program has successfully boosted customer loyalty and optimized the company's sales and expense ratio, transforming consumer data into valuable digital assets. However, the case highlights the need to balance data-driven insights with privacy concerns when building detailed user profiles.
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。特別感謝楊轶為本視頻提供信息和見解。本案例討論了中國大型房地產和商業集團龍湖集團的數字行銷策略。龍湖開發了一個名為「瓏珠」的綜合會員系統，整合了其業務中的各種消費者接觸點，使客戶能夠賺取和兌換各種產品和服務的積分。會員計劃成功地提高了客戶忠誠度，優化了公司的銷售和費用比率，將消費者數據轉化為有價值的數字資產。然而，該案例凸顯了在構建詳細的用戶檔案時需要平衡數據驅動的洞察力和隱私問題。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Customer clubs Customer loyalty programs 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 Yang Yan, who provided information and insights for this video. This case discusses that during the COVID-19 pandemic, Wuxi Rsun The Lakefart Hotel faced low occupancy and a lack of breakthrough points. However, the hotel quickly seized the opportunity by collaborating with social media influencers to promote a mermaid diving training event in their infinity pool on platforms like Douyin and Xiaohongshu. This innovative new media marketing strategy successfully attracted the attention of young and family customers, leading to a significant increase in reservations and revenue and making the hotel a popular check-in destination. The hotel's ability to adapt to the crisis and leverage new media platforms to reach its target audience demonstrates its flexibility and strategic foresight.
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。特別感謝楊豔為本視頻提供信息和見解。本案例討論了在COVID-19大流行期間，無錫瑞遜湖畔酒店面臨入住率低和缺乏突破點的問題。然而，酒店迅速抓住了這個機會，與社交媒體影響者合作，在抖音和小紅書等平臺上推廣了無邊泳池的美人魚潛水訓練活動。這種創新的新媒體行銷策略成功吸引了年輕和家庭客戶的注意，導致預訂量和收入顯著增加，並使酒店成為受歡迎的入住目的地。酒店能夠適應危機並利用新媒體平台接觸目標受眾，這證明瞭其靈活性和戰略遠見。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Social media -- Influence 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 Du Mu, who provided information and insights for this video. This case discusses how Nanzhao County, a tourist destination in China, responded to the economic impact of the COVID-19 pandemic on the tourism industry. The county government collaborated with local enterprises and tourism organizations to develop a comprehensive marketing strategy. This strategy involved branding the region by combining local culture and natural landscapes, building an ecosystem of cooperation, integrating local specialties with the tourism experience, and leveraging digital marketing and social media. As a result, the county enhanced its brand influence, increased online traffic and bookings, and contributed to the recovery of the local economy through tourism.
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。特別感謝杜牧為本視頻提供信息和見解。本案例討論了中國旅遊目的地南召縣如何應對COVID-19大流行對旅遊業的經濟影響。縣政府與當地企業和旅遊組織合作，制定了全面的營銷戰略。該戰略涉及通過結合當地文化和自然景觀、建立合作生態系統、將當地特色菜與旅遊體驗相結合以及利用數位行銷和社交媒體來打造該地區的品牌。因此，該縣能夠增強其品牌影響力，增加在線流量和預訂量，並通過旅遊業為當地經濟的復甦做出貢獻。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing China -- Henan Sheng Hospitality industry -- Marketing Tourism -- 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 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
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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 Mengran, who provided information and insights for this video. This case discusses the brand co-creation strategy employed by Singaporean singer JJ Lin and his coffee brand Miracle Coffee. To commemorate his 20th anniversary, Lin launched a world concert tour and leveraged the "celebrity effect" to drive sales at Miracle Coffee's flagship stores and pop-up locations, particularly through a successful flashmob event in Hangzhou, China. The partnership between Lin's music brand and Miracle Coffee allowed the coffee brand to expand its user base and increase store revenue while boosting the popularity of the malls where the Miracle Coffee pop-ups were located. However, the case highlights the need for Miracle Coffee to maintain product quality and for JJ Lin to sustain a positive public image to ensure the long-term success of this brand co-creation strategy.
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。特別感謝李夢然為本視頻提供信息和見解。本案例討論了新加坡歌手林俊傑和他的咖啡品牌Miracle Coffee所採用的品牌共創策略。為紀念出道20周年，林俊傑發起了世界巡迴演唱會，並利用「名人效應」推動了Miracle Coffee旗艦店和快閃店的銷售，特別是在中國杭州成功舉辦了快閃活動。林俊傑的音樂品牌與Miracle Coffee之間的合作使該咖啡品牌能夠擴大其使用者群並增加商店收入，同時也提高了Miracle Coffee快閃店所在購物中心的知名度。然而，這起案件凸顯了Miracle Coffee需要保持產品品質，林俊傑需要保持積極的公眾形象，以確保這一品牌共創戰略的長期成功。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Strategic alliances (Business) Actors in the advertising industry 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 Zhu Biying, who provided information and insights for this video. This case discusses the marketing strategy implemented by the Jinsha Lake Grand Theater in Hangzhou, China, to quickly establish its reputation as a new, high-end theater. The theater leveraged word-of-mouth marketing through social media platforms, influencers, and co-branding with a luxury hotel to promote a major production of "Phantom of the Opera - Chinese Version." The campaign was highly successful, driving strong ticket sales, boosting the theater's reputation, and establishing it as a landmark cultural destination in the region. The case highlights the importance of integrating regional culture and community for theater development, which can be a key challenge for theaters seeking economic and social benefits.
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。特別感謝朱璧鎣為本視頻提供信息和見解。本案例討論了中國杭州金沙湖大劇院為迅速建立其作為新型高端劇院的聲譽而實施的行銷策略。劇院通過社交媒體平臺、影響者以及與一家豪華酒店合作的口碑營銷，推廣了《歌劇魅影-中文版》的大型製作。該活動非常成功，推動了強勁的門票銷售，提升了劇院的聲譽，並將其確立為該地區的地標性文化目的地。該案凸顯了融合地域文化和社區對劇院發展的重要性，這對於尋求經濟和社會效益的劇院來說可能是一個關鍵挑戰。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Theater--Marketing Arts facilities China -- Hangzhou
- 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 Yi Wanying, who provided information and insights for this video. This case discusses Meituan's creative marketing strategy of incorporating "kangaroo ears" into its delivery riders' uniforms to enhance brand visibility and recognition. By promoting the distinctive visual element across social media and integrating it with seasonal marketing campaigns, Meituan successfully embed the "kangaroo ears" as a memorable brand symbol in consumers' minds, fostering emotional connections through associations with popular culture. The strategy effectively increased consumer engagement and Meituan's market share, demonstrating the power of leveraging a unique brand identity to differentiate in a highly competitive market. However, the case also highlights the challenge of maintaining long-term consumer interest and ensuring marketing activities align with the brand's core values as Meituan continues to evolve its marketing approach.
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。特別感謝易婉瑩為本視頻提供信息和見解。本案例討論了美團在外賣騎手制服中融入「袋鼠耳朵」的創新行銷策略，以提高品牌知名度和認知度。通過在社交媒體上推廣這種獨特的視覺元素，並將其與季節性行銷活動相結合，美團成功地將「袋鼠耳朵」作為令人難忘的品牌符號嵌入消費者心中，同時也通過與流行文化的聯繫來培養情感聯繫。該戰略有效地提高了消費者的參與度和美團的市場份額，展示了利用獨特的品牌標識在競爭激烈的市場中脫穎而出的力量。然而，隨著美團不斷發展其行銷方式，此案也凸顯了保持長期消費者興趣和確保行銷活動與品牌核心價值保持一致的挑戰。
- Subjects:
- Food and Beverage and Hotel, Travel and Tourism
- Keywords:
- Food service -- Marketing Food delivery services Bring (Marketing)
- Resource Type:
- Others
-
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 Yi Liang, who provided information and insights for this video. This case discusses the marketing strategy of Xiangyan Rock Tea, a premium oolong tea brand from the Wuyi Mountain region of China. The company recognized the importance of accurately positioning its high-quality tea and targeting potential customers with the purchasing power and demand for such products. By leveraging relationships with influential figures in the local real estate and cultural tourism industries, the company could effectively introduce its tea to a select group of middle and high-level consumers. The company significantly increased its revenue and established a loyal customer base through personalized product samples, constant communication, and building trust. The case highlights the value of thorough market segmentation, relationship-driven promotion, and emotional preparation in marketing premium tea products to a specific, high-net-worth target audience.
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。特別感謝易亮為本視頻提供信息和見解。本案例討論了中國武夷山區優質烏龍茶品牌響岩岩茶的行銷策略。該公司認識到準確定位其高品質茶葉的重要性，並瞄準具有購買力和需求的潛在客戶。通過利用與當地房地產和文化旅遊業有影響力的人物的關係，該公司能夠有效地將其茶葉介紹給選定的中高端消費者群體。通過個人化的產品樣品、持續的溝通和建立信任，該公司顯著增加了收入並建立了忠實的客戶群。該案例凸顯了徹底的市場細分、關係驅動的推廣和情感準備在向特定的高凈值目標受眾營銷優質茶產品方面的價值。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Bring (Marketing) Marketing Customer relations -- Management
- Resource Type:
- Others
-
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 Fang Jing, who provided information and insights for this video. This case discusses the innovative marketing strategies employed by Ji Wenhua, the founder of Haochedu, a successful luxury car sales platform in China. Ji Wenhua's success is attributed to his focus on providing personalized and exceptional customer service, leveraging social media platforms like Douyin to build a strong brand presence and engage with customers, and continuously learning and adapting to the changing market environment. Despite the challenges of a highly competitive and niche luxury car market, Ji Wenhua has achieved remarkable sales and brand recognition without traditional brick-and-mortar showrooms, demonstrating the power of innovative digital marketing approaches.
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。特別感謝房靜為本視頻提供信息和見解。本案例研究討論了中國成功的豪華車銷售平臺豪車毒的創始人紀文華所採用的創新行銷策略。紀文華的成功歸功於他專注於提供個人化和卓越的客戶服務，利用抖音等社交媒體平臺建立強大的品牌形象並與客戶互動，並不斷學習和適應不斷變化的市場環境。儘管面臨競爭激烈和小眾的豪華車市場的挑戰，紀文華卻能夠在沒有傳統實體展廳的情況下實現卓越的銷售和品牌知名度，展示了創新數字行銷方法的力量。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Bring (Marketing) Customer services Automobiles -- Marketing
- Resource Type:
- Others
-
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
-
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 Shuang, who provided information and insights for this video. This case discusses the digital marketing strategy implemented by the Heilongjiang provincial government in China to promote its "Enjoy Heilongjiang with One Click" mini-app. The province leveraged the app to provide comprehensive tourism services and experiences for visitors, integrating hotels, scenic spots, and transportation resources across the region. The marketing campaign featured various online and offline promotional activities during the Lunar New Year Lantern Festival, including interactive events, discounted tour packages, and influencer outreach, attracting 45,000 participants and significantly increasing app usage. The case highlights the importance of leveraging digital technologies to integrate regional tourism resources and provide personalized, seamless experiences for travelers, which can help strengthen the province's cultural and tourism brand.
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。特別感謝張爽為本視頻提供信息和見解。本案例討論了中國黑龍江省政府為推廣其「一鍵玩龍江」小程式而實施的數字行銷策略。該省利用該應用程式為遊客提供全面的旅遊服務和體驗，整合了整個地區的酒店、景區和交通資源。此次營銷活動在農曆新年元宵節期間開展了豐富多彩的線上線下推廣活動，包括互動活動、優惠旅遊套票、網紅外展等，成功吸引了45,000名參與者，並顯著提高了應用的使用率。該案例凸顯了利用數位技術整合區域旅遊資源，為旅客提供個人化、無縫體驗的重要性，有助於加強全省文化和旅遊品牌。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Heritage tourism Mid-autumn Festival Tourism -- Marketing China -- Heilongjiang Sheng
- Resource Type:
- Others
-
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 Liang, who provided information and insights for this video. This case discusses a marketing strategy for a hotel lobby coffee bar in China, where the rapid growth of the coffee consumption market presents an opportunity. The key aspects of the plan include: 1) Providing free coffee to hotel guests to enhance their satisfaction and loyalty; 2) Leveraging social media platforms and partnerships with major online ordering platforms like Ele.me and Meituan to increase event exposure and attract more customers; and 3) Using the high-frequency traffic of the online platforms to drive low-frequency hotel bookings and visits to the coffee bar. The outcomes of this approach include improved customer satisfaction and loyalty, increased brand awareness, and successful integration of online and offline marketing tactics to achieve the desired goals.
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。特別感謝張梁為本視頻提供信息和見解。本案例討論了中國一家酒店大堂咖啡吧的行銷策略，中國咖啡消費市場的快速增長為其帶來了機遇。該策略的關鍵方面包括：1）為酒店客人提供免費咖啡，以提高他們的滿意度和忠誠度；2）利用社交媒體平臺以及與餓了麼、美團等主要在線訂購平臺的合作，增加活動曝光率，吸引更多客戶；3）利用在線平臺的高頻流量，推動低頻酒店預訂和咖啡吧訪問。這種方法的結果包括提高客戶滿意度和忠誠度，提高品牌知名度，以及成功整合線上和線下行銷策略以實現預期目標。
- Subjects:
- Food and Beverage and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Beverages -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
-
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 Jun, who provided information and insights for this video. This case discusses the importance of managing customer expectations and experiences in the hotel industry, particularly during the COVID-19 pandemic. It highlights business travelers' increased demand for disinfection and epidemic prevention measures and how a hotel's ability to exceed these expectations can lead to customer loyalty and repeat stays. The case provides a personal account of a customer's experience with a hotel that promptly and efficiently provided additional disinfectant wipes, exceeding the customer's expectations. The case also underscores the need for continuous innovation, the importance of empowering frontline staff to meet customer needs, and the significance of improving the overall customer consumption habits and the hotel's soft environment.
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。特別感謝張軍為本視頻提供信息和見解。本案例討論了管理酒店業客戶期望和體驗的重要性，尤其是在COVID-19大流行期間。它強調了商務旅客對消毒和防疫措施的需求增加，以及酒店超越這些期望的能力如何導致客戶忠誠度和重複住宿。該案例提供了客戶在酒店體驗的個人帳戶，該酒店及時有效地提供了額外的消毒濕巾，超出了客戶的期望。該案例也凸顯了持續創新的必要性，授權一線員工滿足客戶需求的重要性，以及改善客戶整體消費習慣和酒店軟環境的重要性。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Customer services Hospitality industry -- Marketing Customer relations -- Management
- Resource Type:
- Others
-
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 Yin Bo, who provided information and insights for this video. This case discusses how a luxury hotel in Changsha, China, collaborated with a popular local milk tea brand, SexyTea, to address the hotel's traditional off-season during the Spring Festival. By offering a unique "Tea+Hotel" package and providing door-to-door delivery of the milk tea, the hotel could significantly boost its room reservation rate, increase brand exposure, and achieve higher customer satisfaction, even during the typically slow season. The successful partnership demonstrated the power of cross-industry alliances and the effectiveness of leveraging a reputable brand in joint marketing efforts, allowing the hotel to maintain service quality while generating good business returns and laying a strong foundation for its continued growth, particularly in the online OTA 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。特別感謝尹波為本視頻提供信息和見解。本案例討論了中國長沙的一家豪華酒店如何與當地受歡迎的奶茶品牌茶顏悅色合作，以解決酒店在春節期間的傳統淡季問題。通過提供獨特的“茶+酒店”套餐和奶茶送貨上門服務，酒店能夠顯著提高客房預訂率，增加品牌曝光率，並實現更高的客戶滿意度，即使在通常的淡季也是如此。此次成功的合作展現了跨行業聯盟的力量，以及在聯合行銷中利用知名品牌的有效性，使酒店在保持服務質量的同時，產生了良好的業務回報，為酒店的持續發展，尤其是在在線OTA市場的發展奠定了堅實的基礎。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Strategic alliances (Business) Hospitality industry -- Marketing
- Resource Type:
- Others
-
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 Song Guilin, who provided information and insights for this video. This case discusses Douyin, a popular short video platform in China that has launched a 3-day, 2-night hotel room booking marketing project as part of its group buying feature. The marketing strategy involves accurately targeting customers, setting up promotional activities, and strengthening user interaction to boost hotel bookings and improve brand awareness. The outcomes of this project have shown significant improvements in sales performance, expansion of user groups, and enhanced brand recognition for the hotels involved. However, the case also highlights the challenges of intensified market competition and the need for hotels to build trust and improve their data analysis capabilities to optimize their marketing strategies.
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。特別感謝宋桂林為本視頻提供信息和見解。本案例討論了中國流行的短視頻平臺抖音，作為其團購功能的一部分，推出了一個3天2晚的酒店房間預訂營銷專案。行銷策略包括準確定位客戶、設置促銷活動和加強用戶互動，以促進酒店預訂並提高品牌知名度。該專案的成果表明，相關酒店的銷售業績、用戶群體擴大和品牌知名度都有顯著提高。然而，該案例也凸顯了市場競爭加劇的挑戰，以及酒店建立信任和提高數據分析能力以優化行銷策略的必要性。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
-
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 Tang Ming, who provided information and insights for this video. This case discusses Huanglong Hotel, affiliated with the Hangzhou Grand Canal Business and Travel Group, which has strategically positioned itself as a premier destination for business travelers in Zhejiang Province. As the first international-standard hotel in the region, the Huanglong Hotel has recognized the significant business market and tailored its offerings to cater to the needs of high-end corporate guests. The hotel's marketing strategy focuses on identifying the target business traveler segment, providing personalized services, and leveraging digital platforms to promote specialized business packages, resulting in increased revenue and online visibility. However, the case highlights the ongoing challenge of optimizing the hotel's product offerings to deliver more cost-effective solutions for its business clientele.
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。特別感謝唐銘為本視頻提供信息和見解。本案例討論了隸屬於杭州商旅運河集團的黃龍飯店，戰略性地將自己定位為浙江省商務旅客的首選目的地。作為該地區第一家國際標準的酒店，黃龍飯店認識到了巨大的商業市場，併為其量身定製的產品以滿足高端企業客人的需求。酒店的行銷策略側重於確定目標商務旅客群體，提供個人化服務，並利用數位平臺推廣專業商務套餐，從而增加收入和在線知名度。然而，該案例凸顯了優化酒店產品供應以為其商業客戶提供更具成本效益的解決方案的持續挑戰。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
-
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 Tang Tian, who provided information and insights for this video. This case discusses Loong Air's successful marketing strategy of hosting the Hangar Music Festival, which combined aviation elements with music to provide young consumers with a unique and innovative experience. By using the airline's hangar as the venue, leveraging social media marketing, and offering diversified products and services, Loong Air was able to significantly increase its brand awareness, attract a large number of new members, and grow its passenger volume. The success of this event demonstrated Loong Air's capability to innovate its customer experience and effectively reach its target market of young people seeking novel and vibrant experiences.
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。特別感謝唐田為本視頻提供信息和見解。本案例討論了長龍航空成功舉辦機庫音樂節的行銷策略，該策略將航空元素與音樂相結合，為年輕消費者提供獨特而創新的體驗。通過利用該航空公司的機庫作為場地，利用社交媒體行銷，並提供多樣化的產品和服務，長龍航空能夠顯著提高其品牌知名度，吸引大量新會員，並增加其客運量。此次活動的成功舉辦，彰顯了長龍航空創新客戶體驗的能力，並有效觸達尋求新穎和充滿活力體驗的年輕人的目標市場。
- Subjects:
- Event and Convention and Hotel, Travel and Tourism
- Keywords:
- Airlines -- Marketing Music festivals -- Marketing
- Resource Type:
- Others
-
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 Tang Xiaodan, who provided information and insights for this video. This case discusses a 2017 crowdfunding project for a glamping (glamorous camping) experience in Murren. The project aimed to build a community of like-minded individuals who wanted to escape the city and experience rural life. The marketing strategy involved emotional appeals, social media, and partner selection to attract investors and create a sense of shared values and resources. The crowdfunding was successful, establishing a unique homestay and camping brand with a strong community culture.
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。特別感謝唐曉丹為本視頻提供信息和見解。本案例討論了 2017 年在瑞士穆倫進行的豪華露營（迷人露營）體驗的眾籌專案。該專案旨在建立一個由志同道合的人組成的社區，他們想要逃離城市，體驗鄉村生活。行銷策略涉及使用情感訴求、社交媒體和合作夥伴選擇來吸引投資者並營造共享價值和資源的意識。眾籌成功，建立了一個具有濃厚社區文化的獨特寄宿家庭和露營品牌。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Camp sites facilities etc. Crowd funding Hospitality industry -- Marketing
- Resource Type:
- Others
-
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 Liu Yanqiu, who provided information and insights for this video. This case discusses how Shangri-La Hotel Group has launched the "K20 Happy Growth Plan" to target the parent-child market and address the challenges of high occupancy rates on weekdays and relatively quiet business on weekends. The plan involves launching various interactive and educational parent-child activities that leverage the hotel's characteristics, such as little chef programs and fire safety workshops. The marketing strategy has successfully increased hotel revenue, venue utilization, and exposure to the parent-child customer segment, but the hotels must continue innovating and promoting the activities to sustain the plan's development in the long run.
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。特別感謝劉雁秋為本視頻提供信息和見解。本案例討論了香格裡拉酒店集團推出“K20快樂成長計劃”，針對親子市場，應對工作日入住率高、週末營業相對安靜的挑戰。該計劃包括推出各種互動式、教育性的親子活動，充分利用酒店的特色，如小廚師專案、消防安全工作坊等。該行銷策略成功地增加了酒店收入、場地利用率和對親子客戶群的曝光率，但從長遠來看，酒店必須繼續創新和推廣活動，以維持該計劃的發展。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Target marketing Family vacations 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 Liu Hao, who provided information and insights for this video. This case discusses how the Chinese tea brand Naixue collaborated with musician Jay Chou's Fantasy album to create a successful marketing campaign. Naixue leveraged Chou's massive fanbase by co-branding with the album, allowing them to use Chou's image and music without the high endorsement fees. They created a "Fantasy Music Universe" virtual space where consumers could access digital products and rewards by purchasing co-branded items. This innovative digital and experiential marketing strategy led to record-breaking sales, enhanced Naixue's brand image, and showcased the power of AI and digital technology in modern marketing. However, the case also highlights the need for brands to balance technological innovation with maintaining brand integrity and transparency to sustain long-term consumer trust.
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。特別感謝劉昊為本視頻提供信息和見解。本案例討論了中國茶飲品牌奈雪如何與音樂家周杰倫的Fantasy專輯合作，打造成功的營銷活動。奈雪利用周杰倫的龐大粉絲群，與周傑倫的專輯進行聯合品牌推廣，使他們能夠使用周杰倫的形象和音樂，而無需支付高昂的代言費。他們創建了一個「范特西音樂宇宙」虛擬空間，消費者可以通過購買聯名商品來獲得數位產品和獎勵。這種創新的數位和體驗式行銷策略帶來了創紀錄的銷售額，提升了奈雪的品牌形象，並展示了人工智慧和數位技術在現代行銷中的力量。然而，該案也凸顯了品牌需要在技術創新與保持品牌完整性和透明度之間取得平衡，以維持長期的消費者信任。
- Subjects:
- Food and Beverage and Hotel, Travel and Tourism
- Keywords:
- Strategic planning Beverages -- 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 He Dan, who provided information and insights for this video. This case discusses the formation of the IHA (International Hotel Alliance) by the Gloria Hotel Group and other hotel chains to expand their global reach and customer base. The alliance aimed to improve service quality, increase brand awareness, and facilitate cross-border hotel reservations and promotional opportunities. The positive trend in outbound tourism, driven by expanded visa-free policies, has further bolstered the IHA's goals of joint branding, channel interconnection, and leveraging the growing Chinese outbound travel market. While the IHA has achieved some initial success, the case highlights ongoing challenges in recruiting more members, ensuring consistent quality across the alliance, and navigating the complexities of cross-border operations and changing travel policies.
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。特別感謝何丹為本視頻提供信息和見解。本案例討論了凱萊酒店集團和其他連鎖酒店成立IHA（國際酒店聯盟），以擴大其全球影響力和客戶群。該聯盟旨在提高服務品質，提高品牌知名度，並促進跨境酒店預訂和促銷機會。在免簽政策擴大的推動下，出境旅遊呈現出良好的發展趨勢，這進一步促進了IHA的目標，即聯合打造品牌、渠道互聯和充分利用日益增長的中國出境旅遊市場。雖然IHA已經取得了一些初步的成功，但該案例凸顯了在招募更多成員、確保整個聯盟的一致品質以及應對跨境運營的複雜性和不斷變化的旅行政策方面的持續挑戰。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Strategic alliances (Business) Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
撰寫學術論文是大學生必要的經歷。中國語文教學中心是次建構「中文論文寫作教學網站」，旨在在已有的自學教材上，進一步分享撰寫中文論文的心得與要項。有別於一般論文教學網站，本網站總結了中心教員多年來評改學生習作的經驗，並以此為例，分享撰寫論文各個部份、各種細節的竅門與注意事項，期望學生省察論文寫作的過程，並思考其中意義。
- Subjects:
- Chinese Language
- Keywords:
- Dissertations Academic Academic writing
- Resource Type:
- Others
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Others
粵語，又稱「廣東話」，是香港最常用的語言。來自世界各地的學生可透過學習粵語，認識生活中常用的粵語詞句，應付日常溝通需要，從中更好地了解香港，融入香港。為此，我們開發了一個量身定制的在線粵語學習平台──翻轉粵語教室，按大學課程所學，制作相關的多媒體自習材料，讓學生可於上課前，利用網絡、智能手機等學習工具預習各單元的學習內容，然後回校再進行互動的粵語學習，提升學習成效。
- Subjects:
- Chinese Language, Communication, and Foreign Language Learning
- Keywords:
- China -- Hong Kong Cantonese dialects
- Resource Type:
- Others
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Others
香港人講「懶音」的情況愈來愈普遍，如「女仔」說成「呂仔」（n-、l-不分），「過」、「個」不分（gw-、g-不分），「講解」說成「趕解」(-ng、-n不分)，「襪」、「默」不分（-t、-k不分）等等。
為了加強學生對粵語的敏感度，協助學生說出流利的粵語，提升整體的表達能力，我們申請了香港理工大學「教學發展及語文培訓補助金」(Teaching Development and Language Enhancement Grant for Language Enhancement Activities, LEG16-19/SS/CBS9)，開展「『粵語懶音測試及糾正』網站」計劃。此計劃的目的是協助學生以標準的粵語作日常的交際溝通，減少懶音，以恰當、得體的粵語與外界接觸，完成傳意任務。
- Subjects:
- Chinese Language
- Keywords:
- China -- Hong Kong Cantonese dialects -- Pronunciation
- Resource Type:
- Others
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Others
由於漢字數量多、結構複雜，香港學生寫錯別字的情況甚為普遍。進入大學後，學生主要使用電腦輸入文字，手寫中文的機會更大為減少，導致錯別字的問題愈見嚴重。多年來，不少學者已就此問題進行各項研究，而坊間的相關參考專書更是汗牛充楝，不可勝數。然而，上述所論多從傳統的形音義角度出發，較少從文體、語境方面加以深入討論。
有見及此，我們去年申請了香港理工大學「教學發展及語文培訓補助金」(Teaching Development and Language Enhancement Grant for Language Enhancement Activities, LEG16-19/SS/CBS10)，開展「『專業文體的錯別字糾正』網站」計劃，旨在探討於特定場合或行業語境下之實用文類的錯別字問題，藉以協助學生準確書寫各類職場文書，以恰當、得體的書面語言與外界接觸，完成傳意任務。
- Subjects:
- Chinese Language
- Keywords:
- Chinese language -- Terms phrases Chinese language -- Errors of usage Chinese language -- Homonyms
- Resource Type:
- Others
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Video
我們的日常生活每時每刻都離不開語言，每一個人都會對語言中發生的問題感興趣，但是卻並不知道這些生活中的語言問題有沒有學術研究價值。本講座將以日常生活中的語言現象為例，重點介紹語言研究的選題、研究方法和研究路徑，以期對研究生的選題和論文寫作以及語言的跨學科研究有所啟發。
日期：2023年9月15日
講者：崔希亮教授
主辦：人文學院
- Subjects:
- Language and Languages
- Keywords:
- Sociolinguistics
- Resource Type:
- Video
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Others
Park Hyatt Hangzhou organized a special birthday dinner for Sun Yang, a former Olympic gold medalist, to celebrate his 30th birthday. The hotel team showed creativity by using their central kitchen as the venue for the party. The entrance was decorated as a swimming pool track, symbolizing Sun Yang's growth. The kitchen was transformed into a living room with a family-style dining setup to create a warm ambiance. The dinner was prepared by the hotel's chefs at the table, creating a fashionable and fun concept called "chef's table." The birthday cake was personalized with photos from Sun Yang's life. The event increased awareness and trust in the hotel.
- Subjects:
- Hotel, Travel and Tourism, Marketing, and Food and Beverage
- Keywords:
- Hospitality industry -- Marketing Hotels -- Marketing
- Resource Type:
- Others
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Others
Fliggy's Xiaoshan International Airport flash promotion during the May 1st holiday offers travelers an exciting opportunity to book their flight tickets through the platform. As domestic airports make a rapid recovery after the pandemic, Hangzhou Xiaoshan Airport leads the growth in passenger traffic, with a 345% increase compared to the previous year's Spring Festival Golden Week. To enhance offline marketing efforts, Fliggy introduces a flash coffee shop at the airport, addressing the need for better user engagement in a physical setting. By offering complementary coffee to those purchasing tickets on the platform, Fliggy seamlessly integrates online and offline marketing, creating a memorable experience for travelers. Although there are challenges in customization and resource allocation, the event successfully boosts brand awareness and generates word-of-mouth through scene-based marketing.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Airports -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
The hotel's focus on internal marketing has resulted in an improved customer experience and team satisfaction. By understanding and responding to Ctrip reviews, setting performance targets, and establishing a dedicated service team, the hotel has achieved positive outcomes. The Ctrip rating increased, ADR reached new highs, and the service received recognition from guests. The challenge lies in maintaining the practice of service innovation in the future.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Tourism -- Computer network resources Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
The Hotel X concert package promotion utilized AI digital salesman live streaming to attract customers and generate sales. The hotel focused on creating unique and attractive packages, leveraging its convenient location near the concert venue. The promotion was carried out on platforms such as Xiyou and Fliggy, utilizing AI digital salespersons for live streaming. The outcome was a sold-out package, increased platform browsing, and significant downloads on Fliggy. The hotel gained opportunities, revenues, and improved brand recognition. The implications include the need to embrace live streaming as an efficient marketing channel and to collaborate with other entities for unique offerings. Emotional connections and an allocation of resources are important considerations in this evolving landscape.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
The promotion of camping products with a focus on socializing and active sharing has proven successful in the camping market. The increasing popularity of camping can be attributed to the impact of the pandemic, upgraded consumer demands, media promotions, and policy support. By providing all-inclusive services, organizing engaging events, and facilitating photo sharing, camping sites have attracted customers and generated positive outcomes. Investments have been recovered, a new model site has been established, and financing has been secured for further expansion. However, the industry faces challenges in maintaining quality across camping sites and establishing industry standards. Continuous efforts are needed to improve the camping business and enhance its reputation.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Camping -- Equipment supplies Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
Hyatt Regency Xuzhou successfully marketed their Chinese Traditional Style Rooms by tapping into the rising trend of Han culture and the popularity of Hanfu among Generation Z. The hotel launched a promotional package that included a one-night stay in a Han Dynasty-style room, Hanfu experience, and tickets to a local attraction. They implemented a comprehensive digital marketing strategy, leveraging platforms like WeChat, TikTok, and Little Red Book, as well as collaborations with KOLs and KOCs. The promotions gained significant exposure and resulted in increased revenue and new customer acquisition. Ongoing adjustments are necessary to meet customer preferences and maximize the impact of different marketing channels.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
The Whisky Carnival at Zhengzhou Crossing Hotel aimed to promote the brand and attract customers through a social marketing strategy. The hotel leveraged its bistro, which transforms into a whisky bar at night, to create a sensory experience for guests. By joining forces with exhibitors and inviting industry experts, the hotel provided an immersive whisky experience through classes and set packages. While the event generated revenue from exhibitor booths and ticket sales, the economic benefits were limited due to a new brand with insufficient preparation time. Challenges included gaining attention and ensuring professional personnel for the whisky bar operation. Overall, the event served to expose the brand and create awareness.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Bring (Marketing) Strategic alliances (Business) Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
Jumeirah Nanjing Hotel has successfully implemented a creative marketing plan centered around its helipad, utilizing the 4I Theory. By leveraging the advantages of helicopters and the helipad, the hotel has generated unique and personalized experiences for high-end customers. The marketing strategy includes brand promotion, co-branding activities with local helicopter operators, and creative proposal marketing. These initiatives have resulted in innovative stories and partnerships, such as showcasing events in the air lounge and collaborating with local wedding planning companies. The hotel aims to continue staging more unique and innovative stories on its helipad, creating memorable marketing promotions in the future.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
The Westin Xiamen Hotel and Sen Ran Camping joined forces to offer a unique health journey that combines the luxury comfort of the hotel with the natural beauty of camping. The co-branded offering provides all-inclusive packages tailored to themes such as parent-child relationships, health, and team building. Guests can enjoy customized experiences, including romantic dates in nature and road trip camping with themed rentals. The collaboration has resulted in comprehensive experiences for families, travelers, and fitness enthusiasts, showcasing the best of Westin's services. Despite positive outcomes, there is a need for refinement in safety measures, food transportation, and catering to specific dietary requests for different age groups.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
The Mars Pineapple Hotel is an innovative marketing project that utilizes generative AI technology to create videos and images based on specified requirements. The hotel targets astronauts, scientists, and individuals interested in future technology and space travel. Its unique selling points include a pineapple-inspired design, emphasizing technological innovation, and personalized experiences such as stargazing through grid skylights and experiencing lunar craters in space capsule rooms. However, there are challenges in terms of the unstable quality of AI-generated content and the inability of AI to understand human emotions and create individualized experiences. Feedback and improvements are needed to enhance the marketing outcome and address these challenges.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Artificial intelligence Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
The Dali Ning Fu Sea Inn successfully implemented a scene marketing strategy by creating highly-recognized and iconic scenes within the inn. This approach was an innovative response to the increased desire for travel and peaceful experiences during the pandemic. By leveraging platforms like TikTok and Little Red Book, the inn achieved impressive outcomes such as high occupancy rates, top rankings in popularity and sales, and significant revenue. The challenges faced included maintaining platform rankings and prolonged exposure, strategic product positioning, and the importance of private traffic for future marketing success. Ultimately, the inn's immersive vacation experience and positive customer word-of-mouth contributed to its success.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Guesthouses Social media Bed breakfast accommodations -- Marketing Lodging-house Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
The Aden Select Shenzhen Taizi Hotel, formerly known as the Shenzhen Taizi Hotel, was established in 1983 and recently underwent an upgrade and renovation. It is now managed by Shenzhen China Merchants Aden Hotel and Apartment Management Co., Ltd. It is located in Shekou, Shenzhen, with easy access to transportation and popular tourist attractions. The hotel has 107 rooms with a coastal and retro industrial theme. China Merchants Aden's brand "Aden" has been successful in the hotel industry, providing high-quality service to high-end guests. The aim is to create a comforting experience for travelers and make life on the road enjoyable.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
The promotion of Sichuan Chengdu Qingxia Mountain Residence focused on digital marketing and utilized the 4I theory - Interesting, Interests, Interaction, and Individuality. Located in the international tourism resort of Qingcheng Mountain, the residence offered unique scenery and cultural attractions. The marketing strategy showcased the peculiar design of the products and aimed to spur the interest of potential customers through a combination of scenery, customers, and products. Visitors were encouraged to share their experiences on platforms like TikTok, Weibo, and Little Red Book, and were provided with incentives to increase visibility. Collaborations with key opinion leaders (KOLs) enriched the content. The outcomes included increased popularity, higher sales, and repeat customers. Challenges included maintaining the momentum of digital marketing and sustaining customer interest.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Guesthouses Social media Bed breakfast accommodations -- Marketing Lodging-house Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
Diaoyutai MGM Hospitality launched the MGM Lion Club member reward program, a cross-industry collaboration between Diaoyutai State Guesthouse and MGM International Hotel Group. The program aims to provide unique high-end experiences and promote the merging of the two brands. The marketing strategy involved collaborating with large platforms, industry leaders, and business partners to expand reach and increase brand awareness. The outcomes were rapid membership growth, attraction of high-net-worth customers, and elevated brand awareness. Challenges include limited availability of Diaoyutai hotels to attract members and the need to focus on digital development for market expansion and word-of-mouth marketing.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Customer loyalty programs Hotels -- Marketing Customer loyalty Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
Hyatt Group's co-branding marketing strategy aimed to address the challenges faced by the hospitality industry, such as declining passenger flow and decreasing customer loyalty due to the pandemic. The strategy focused on the 4Ps of marketing - product, price, promotion, and place. Highlights included providing skincare products in guestrooms, collaborating with luxury brands in beauty salons, and offering co-branded afternoon tea experiences. The outcomes included improved brand awareness, increased income through co-marketing activities, and capturing the interest of potential customers through the allure of luxury and discounted products. Challenges remain in maintaining competitive prices, sustaining brand partnerships, and ensuring quality for high-end customers.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Strategic alliances (Business) Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
The Children's Dream Show promotion by Kempinski Hotel Suzhou focused on the parent-child market's potential and the growing interest in children's education. The event, held for four consecutive years, aimed to provide children with a fun and educational experience. Activities included children experiencing hotel professions and exploring facilities, catering, and services. The hotel collaborated with a high-end Children's Photo Gallery to expand promotion channels. The outcomes included improved brand awareness and increased income through co-marketing of parent-child products and customized projects for parents. The use of digital marketing, specifically through WeChat, was a successful strategy at the time, despite limited tools available compared to present times.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Family vacations Target marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
The Macau Tower Convention and Entertainment Center offers a range of experiences including dining, adventure activities, and convention facilities. The marketing strategy focuses on product innovation and festival marketing. Initiatives include launching special menus for traditional festivals, hosting wine and food parties, offering selected cake specials, and providing exquisite floral arrangements for various occasions. These promotions aim to expand revenue channels, attract new customers, and maintain a high-quality brand reputation. Despite challenges from the pandemic and international issues, Macau's domestic tourism industry has shown signs of recovery, making long-term market expectations positive if the external environment improves.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- China -- Macau (Special Administrative Region) Tourism -- Marketing
- Resource Type:
- Others
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Others
Shenzhen Air International Hotel successfully implemented an aviation culture theme project, transforming the hotel into an "Aviation Museum Hotel." Through upgrading the visual experience, incorporating cultural and creative design concepts, and enhancing digital transformation, the hotel created a unique and immersive aviation and aerospace cultural atmosphere for guests. This innovative approach led to improved reputation, attracting internet celebrities for check-ins and live streams, and increased economic benefits with higher occupancy rates and room rates. Moving forward, the challenge lies in maintaining internet popularity, providing high-quality service, and continuously refreshing the aviation culture for long-term success.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
InterContinental Hotel Group (IHG) successfully utilized AI technology for their Chinese New Year marketing campaign, creating AI rabbits to represent each hotel brand and incorporating AR+AI technology in their "New Year Catching Joyful Rabbits" campaign. This innovative approach attracted attention and engagement from consumers, with over 60,000 New Year red envelopes claimed within three days. The campaign achieved great exposure, with the IHG logo being seen over 44 million times during 280,000 interactions. This pioneering exploration of AI technology in the hotel industry has positioned IHG as a leader and raised questions about the potential for AI to enhance marketing efficiency and consumer interaction.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Festivals -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
Through market research, International Youth Culture Center was seen as too formal and wanted to break traditional impressions and extend marketing beyond professional clients. It needed to target different audiences for various business formats in the complex.To address these challenges, International Youth Culture Center identified market hotspots and strong IPs in 2014, and found that live TV shows, specifically "Running Man Brothers", were the hottest trend. By combining the conference center's highlights and the show's popularity, we successfully implemented our event marketing plan. After the program aired, International Youth Culture Center became a city-wide hotspot, achieving our marketing and budget targets.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
This case highlights a successful marketing strategy employed by a hotel in Hangzhou during the COVID-19 pandemic to attract business travelers. By conducting customer profiling and implementing promotional activities targeting the needs of the financial and consulting industries, the hotel achieved significant growth in room nights and bookings from the Boston Consulting Group. The strategy included offering additional benefits, promoting meeting facilities through the company's intranet, and providing personalized services to project team clients. The outcome was a 7.2-fold increase in production volume compared to the previous year. This case underscores the importance of timely market analysis, customization of promotional plans, and precise targeting to achieve successful marketing outcomes.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing COVID-19 (Disease) -- Economic aspect Target marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
The "Chuangshi Kaiwan" AR experience at MOXY, a Marriott brand, targeted the Z generation with a content-driven marketing strategy. By leveraging augmented reality technology, guests could participate in interactive games and tasks throughout the hotel, immersing themselves in the facilities and atmosphere. This strategy aimed to deepen brand understanding and recognition while boosting brand awareness and performance. The marketing plan successfully attracted young locals and enhanced the overall guest experience. Additionally, the initiative expanded the likelihood of repeat stays across different cities. However, future marketing efforts should maintain a strong focus on the target audience's preferences to achieve optimal results.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
Yushui Hot Spring Inn, a luxurious hotel, successfully implemented new media marketing and experiential strategies to meet the demands of high-end vacationers. By creating engaging content, such as TikTok videos showcasing their unique swimming pools, and hosting creative activities like Ferrari member salons, the hotel attracted a large number of fans and increased business performance. Their performance data showed significant growth in user numbers and revenue, while brand data demonstrated impressive online engagement and return on investment. The challenges ahead include accurately targeting customers in a declining economy and differentiating the hotel in a competitive landscape.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing 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
Green Cloud has developed a full-scenario and full-link digital service solution for the hospitality industry, catering to the increasing adoption of technology in hotels and the desire to provide unique stay-and-play experiences. The marketing strategy includes offering value-added services to customers who purchase PMS or OPERA software, online promotion through platforms like TikTok, and showcasing the practical uses and convenience of digital services in real business scenarios. The outcomes include increased sales of software products, attracting more potential clients, and accumulating positive word-of-mouth for full-scenario services. Challenges include conducting research to solve business pain points, providing accurate solutions, and enhancing communication and feedback to continuously improve customer satisfaction.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Tourism -- Computer network resources Hotels -- Marketing Hotel management -- Data processing
- Resource Type:
- Others
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Others
In response to the increasing demand for natural and interactive outdoor vacation activities, Global Villa Hot Spring Paradise has launched personalized outdoor camping experience packages for families, couples, and groups. The marketing strategy includes providing customized activities for different customer segments, multi-channel promotion through OTA platforms and new media platforms, and collaborations with bloggers and KOLs. The outcomes include diversifying hotel products, improving customer experience, and increasing overall consumption and revenue. However, the hotel must continuously innovate activity content to remain unique and avoid imitation by competitors. Personalized services tailored to each customer segment's needs are also crucial for long-term success.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
Hangzhou Fayun Anman, a picturesque resort, successfully utilized immersive and digital marketing strategies to promote its outdoor wedding services. Through a wedding art exhibition, themed "Cloudy Dreamland," the resort created immersive experiences for guests, featuring traditional ceremonies and healing rituals. Promotion through social media platforms garnered significant attention, with likes, shares, and inquiries from interested couples. The exhibition enhanced the resort's brand image and uniqueness. However, the challenge for Hangzhou Fayun Anman lies in maintaining its high-end positioning amidst increasing competition and price wars in the outdoor wedding market. Revenue growth while upholding luxury positioning is a key consideration for the resort's future success.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Special events -- Management Target marketing Weddings Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
EVEN HOTEL Chengdu Jinniu, a high-end hotel brand focusing on a healthy lifestyle, offers various sports and health experiences to guests. To build brand awareness, the hotel recruits employees who love sports and organizes activities in the surrounding communities. Live streams, sports-themed videos, and inviting fitness enthusiasts to hold events further increase exposure. These efforts have attracted community residents, KOLs, and national champions like Ye Yin, who endorse the hotel. The marketing plan has shortened the opening period and increased occupancy rate and revenue. Challenges include customer source dispersion and managing marketing and operating costs. Overall, EVEN HOTEL Chengdu Jinniu successfully integrates exercise and a healthy lifestyle into its brand positioning.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Medical tourism Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
Jinan Inzone Royal Plaza Hotels launched the Shandong Cuisine Health Banquet to cater to the health-conscious dining trends of middle and high-end business travelers. The banquet combines the health benefits of Shandong Cuisine with the philosophy of Confucianism. Promoted through industry experts and media, the banquet has gained attention and increased the hotel's visibility. However, the hotel faces challenges in maintaining its popularity amidst changing dining trends and may need to continuously introduce new dishes to adapt to market changes and customer needs.
- Subjects:
- Marketing, Hotel, Travel and Tourism, and Food and Beverage
- Keywords:
- Hotels -- Marketing Restaurants -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
Hotel Indigo Shanghai Jing'An successfully implemented a co-marketing strategy through its collaboration with FUJIFILM. By creating a FUJIFILM creative center in the lobby, guests were able to experience cameras, printing, and sound photo installations. Themed events and an afternoon tea package further engaged the target market. Media exposure and social media interaction generated increased brand awareness and occupancy rates. While the impacts of the campaign on long-term success are still being determined, the hotel must continue to stay innovative and captivating to attract repeat guests in an ever-changing market. To further increase revenue, Hotel Indigo Shanghai Jing'An should focus on developing strategies that encourage customer loyalty.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Strategic alliances (Business) Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
The Hangzhou Cultural and Innovation Bazaar successfully revitalized Hangzhou's cultural tourism industry by integrating Song Dynasty culture with modern trends. Using innovative marketing strategies, such as interactive content, cross-industry collaborations, and immersive experiences, the event attracted both local and foreign tourists. The bazaar's success led to its expansion, with other cities in Zhejiang Province following suit. The integration of traditional cultural elements with contemporary concepts created a unique cultural identity that appealed to young consumers. However, challenges remain in adapting to changing preferences and controlling operating costs while maintaining a differentiated and immersive experience. The Hangzhou Cultural and Innovation Bazaar sets a benchmark for cultural tourism practitioners, emphasizing the importance of continuous learning and exploration to engage modern audiences.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- China -- Hangzhou Tourism -- Marketing
- Resource Type:
- Others
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Others
The Banyan Tree Wellness Journey, launched by Banyan Tree Resort in China, offers a personalized and unique experience to promote wellness and a healthy lifestyle. The program incorporates local culture and characteristics, targeting specific market segments. Guests are provided with the Banyan Tree Wellness Passport, featuring various wellness activities, with rewards upon completion. The program has boosted revenue from wellness packages, elevated the hotel's average room rate through wellness room offerings, and created awareness about wellness practices. Challenges include engaging a wider range of guests in the program and ensuring the safety and satisfaction of diverse preferences. Banyan Tree must continue to innovate and introduce new wellness experiences to maintain its competitive edge.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Medical tourism Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
Shanghai International Convention Center Oriental Riverside Bund View Hotel, located in Shanghai's Lujiazui Financial and trade center, has successfully implemented a marketing strategy based on the AISAS theory. By focusing on attention, interest, search, action, and share, the hotel has transformed its image to attract a younger customer base and increase revenue. Utilizing existing resources, such as its lawn and partnerships with local art museums, the hotel has hosted the Lujiazui Financial City International Coffee Culture Festival and created family-friendly activities. This strategy has generated additional income, expanded the hotel's exposure on social media, and established its leadership in the hospitality industry. The challenges ahead include maintaining uniqueness, ensuring safety, and providing personalized experiences to meet evolving consumer preferences.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
Sheraton Grand Hangzhou Binjiang Hotel has joined hands with Tesla, the leading global luxury electric car manufacturer, to provide convenient charging stations and personalized experiences for Tesla owners. The aim is to attract more guests and enhance online exposure. With a focus on luxury travel and innovative experiences, the collaboration targets Tesla owners and potential customers. The marketing strategy includes the installation of additional Tesla destination charging stations, complimentary charging for guests, and customized Tesla-themed afternoon tea. Promotion is carried out on Tesla's app, social media platforms, and travel websites. The collaboration has successfully increased brand awareness, generated additional revenue, expanded the customer base, and positioned the hotel as a leader in the luxury travel industry. Upholding the quality and novelty of customized experiences while ensuring the safety of charging stations present ongoing challenges. The hotel must continue to innovate, meet changing consumer preferences, and prioritize the security of its charging infrastructure. Striving to offer personalized and innovative experiences, Sheraton Grand Hangzhou Binjiang Hotel can maintain its competitive advantage.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Target marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
With the camping industry in China experiencing steady growth, the Grand Bay Hotel Zhuhai has launched the Starry Sky Tent Festival to cater to the changing preferences of consumers. The festival targets families seeking safe and affordable alternatives to traditional travel. Through targeted marketing and personalized experiences, the hotel promotes family-friendly activities and educational entertainment. Customized packages, including themed tents and personalized workouts, enhance the visitor experience. The festival has successfully attracted families, generating significant revenue and gaining potential customers. However, challenges remain in ensuring safety, creating differentiated products, and keeping up with evolving consumer preferences. Further innovation and investment are required to provide personalized and educational experiences for families, ensuring a competitive edge in the market.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Family vacations Target marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
Universal Beijing Resort, the fifth Universal Studios theme park globally, has embarked on a cross-border cooperation with Honor of Kings, a popular Chinese video game. With its extensive influence and user base, Honor of Kings presents a unique opportunity for cultural integration and brand influence at the resort. The marketing strategy centers around creating an immersive interactive experience by blending international theme park elements with local Chinese IP. Themed activities, including a hero parade and meet-and-greet events, along with exclusive merchandise and food offerings, aim to provide visitors with a culturally rich experience. This collaboration has attracted a wider audience, generated positive feedback, and garnered significant social media attention. However, maintaining cultural integration and staying ahead of competing local IP collaborations pose ongoing challenges. The resort must continue to innovate, adapt to visitor preferences, and deliver an extraordinary experience to sustain its competitive advantage in the Chinese-themed park market.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Amusement parks -- China -- Beijing Amusement parks -- Marketing
- Resource Type:
- Others
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Others
Facing the impact of COVID-19, the hospitality industry has witnessed a shift in customer demographics towards family customers, specifically those with children. Shangri-La Qiantan Shanghai aims to stand out from the competition by offering a unique and memorable experience that caters to this new customer base. Through customer segmentation and product differentiation, the hotel has partnered with popular IPs, such as Sesame Street, to provide a range of child-friendly activities and themed rooms. With a customer-centric approach and visual impact, the hotel successfully attracts family customers, resulting in higher occupancy rates and positive reviews. However, the hotel must continue to innovate and adapt to changing trends to maintain its competitive advantage and address the initial investment challenges associated with creating child-friendly amenities.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Family vacations Target marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
In the fiercely competitive hotel market, MGM Grand Sanya, with its hardware shortcomings compared to new luxury hotels in the area, faced challenges and opportunities. To maintain market vitality and achieve revenue growth, the hotel employed effective marketing strategies. By accurately segmenting customer groups and developing tailored products, such as a Suite Terrace Wedding Scene for small-scale outdoor weddings, the hotel increased its visibility and conversion rate. Implementing brand cross-border cooperation, MGM Grand Sanya formed unique joint products to attract more customers and enhance brand exposure. Additionally, through optimizing space scenes and creating popular photo hotspots, the hotel maintained its popularity.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
-
Video
宣統年間（1909-1911），袁世凱（1859-1916）在攝政王載灃排擠下歸隱彰德府洹上村，與門生故舊唱和，以示無心世務。這些詩作被袁氏次子袁克文（1890-1931）輯錄於《圭塘唱和詩》中，於宣統二年（1910）刊印，其中袁氏詩作共十三題十五篇。1940年代，長子袁克定（1878-1958）將袁世凱當年親筆謄鈔之詩稿影印出版，額曰《洹村逸興》。比對二書之篇目，《圭塘》諸本有袁氏詩作五篇不見於《洹村逸興》。實際上，該五篇之謄抄稿仍與《洹村逸興》之原件共同收藏於社科院近代史所；克定當日不收入書中，蓋因稿上頗有無名氏批點文字，公之於眾可能影響乃父形象。這些批點文字當係某位幕僚所為，內容為修改建議；然參《圭塘》諸本，可知袁世凱對建議幾乎全未採納。本文著眼於五篇詩稿及其批點文字，以討論原詩與修改建議如何優劣互見，乃至這輯詩歌與當時政局之微妙關係。
日期：2023年5月24日
講者：陳煒舜博士 (香港中文大學)
主辦：香港孔子學院
- Subjects:
- Chinese Literature
- Keywords:
- Yuan Shikai 1859-1916 Criticism interpretation etc.
- Resource Type:
- Video
-
Video
晚清時期英雄傳記風行一時，引發英雄崇拜的熱潮。但是此時所謂「傳記」，其實是融合諸多資源形構而成的新文類。《意大利建國三傑傳》作為晚清英雄傳記的代表作，充分展示了這一特徵。梁啟超借鑑明治政治小說的多種書寫模式，又援引本土小說的要素，將意大利建國史轉化為中國未來命運的預言，將意大利建國三傑刻畫為智、仁、勇的化身，將兒女情長俠義精神引入傳記書寫。正是由於梁啟超自出機杼的創造與轉化，此類英雄傳記廣受讀者歡迎，成為晚清文學文化史上的典範作品。
日期：2023年3月23日
講者：崔文東博士 (香港城市大學)
主辦：香港孔子學院
- Subjects:
- Chinese Literature
- Keywords:
- Liang Qichao 1873-1929 Criticism interpretation etc.
- Resource Type:
- Video
-
Video
編修地方志為中華民族悠久而獨特的文化傳統，至今已有2000多年歷史。中國方志有始於《山海經》、《尚書‧禹貢》和《周禮》這三種說法。「國有史，地有志」，「方志」和「歷史」在中國史學傳統上，有同源異流的密切關係。是次講座根據歷來中國地方志的原始資料和方志學著述，討論「志」與「史」的異同，並疏理中國舊方志和中國新方志在「存史」及「資政」方面的經驗，並就地方志對歷史研究的當代意義提出建議。
日期：2023年2月24日
講者：蔡思行博士 (香港地方志中心)
主辦：香港孔子學院
- Subjects:
- History
- Keywords:
- Local history Local history--Sources
- Resource Type:
- Video
-
Video
This talk begins with an overview of the interconnection between literature and philosophy in modern Chinese literature. Then, it probes into the three existentialist allegories in Fortress Besieged (1947), a philosophical novel written by Qian Zhongshu, a polyglot scholar of East-East comparative literature and philosophy. The novel’s overarching allegory, i.e., a fortress besieged, will be compared in juxtaposition with several philosophical allegories about the mutability and limitations of human life in Western philosophy. This talk concludes with a reflection on the seminal influence of this novel in contemporary Chinese society where “fortress besieged” has become an everyday word referring to one’s existential crisis.
Event date: 9/2/2023
Speaker: Dr. Heidi Huang (Lingnan University)
Hosted by: Confucius Institute of Hong Kong
- Subjects:
- Chinese Literature
- Keywords:
- Wei cheng (Qian Zhongshu) Qian Zhongshu 1910-1998 Criticism interpretation etc.
- Resource Type:
- Video
-
Video
講座主要講述嶺南文化形象的歷史變遷，主要對嶺南的地域範圍、歷史發展、文化形象的演變做出梳理，以期為當代粵港澳大灣區“人文灣區”建設提供參考。
日期：2023年4月28日
講者：陳恩維教授 (廣東外語外貿大學)
主辦：香港孔子學院, 中國文化學系
- Subjects:
- Chinese Studies
- Keywords:
- Civilization China
- Resource Type:
- Video
-
Others
This case study discusses Marriott Hotel Group's implementation of a food-themed accommodation experience program, which allows visitors to discover the most authentic local snacks and exciting stories from a new perspective of Hong Kong. This program increased customer satisfaction, the hotel's occupancy rate, and overall revenue through word-of-mouth promotion.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Food service -- Marketing Hospitality industry -- Marketing China -- Hong Kong
- Resource Type:
- Others
-
Others
This case study discusses how Sofitel Jinan Silver Plaza Hotel created distinctive and personalized cultural products by leveraging traditional Chinese festivals such as Dragon Boat and Mid-Autumn. This helped the hotel to establish new revenue channels and achieve a breakthrough, generating a revenue of 2.6 million yuan with a 20% year-on-year growth, making it a leader in the hotel industry's integration of culture and tourism.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Festivals -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
-
Others
This case discusses how the Taizhou Crowne Plaza Hotel attracted the attention of young families and increased holiday revenue and brand awareness by launching a parent-child experience activity called "Little General Manager." The hotel also provided free afternoon tea for participating children and discounted prices for accompanying parents, providing incentives for future consumption. In the context of declining population mobility and reduced business conference activities, increasing local services and attracting local or nearby city customers is a strategy for increasing hotel revenue.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hospitality industry -- Marketing Hotels -- Marketing Family vacations Target marketing
- Resource Type:
- Others
-
Others
This case study analyzes how Hotel Maurice France succeeded in the competitive luxury hotel market by partnering with the high-end skincare brand Valmont to provide personalized services. At the same time, the case also highlights the trend of expansion strategies and strong alliances in the luxury hotel industry.
- Subjects:
- Hotel, Travel and Tourism and Marketing
- Keywords:
- Hospitality industry -- Marketing Hotels -- Marketing Strategic alliances (Business)
- Resource Type:
- Others
-
Others
This case study discusses how the hotel practice internal marketing strategies, which collaborated with Greentown Group to customize exclusive mooncake gift boxes and promote them to related high-end customers of Greentown. It successfully achieved the mooncake sales target and increased the hotel's revenue.
- Subjects:
- Hotel, Travel and Tourism and Marketing
- Keywords:
- Hospitality industry -- Marketing Mid-autumn Festival Festivals -- Marketing
- Resource Type:
- Others
-
Others
This case study analyzes how Disney Cruise leveraged its advantages and innovative marketing strategies to release creative videos that attracted widespread attention. As a result, Disney Cruise Line achieved a good performance with $1.6 billion in revenue and $400 million in net profit in the 2019.
- Subjects:
- Hotel, Travel and Tourism and Marketing
- Keywords:
- Cruise lines -- Marketing Disney Cruise Line
- Resource Type:
- Others
-
Others
This case study discusses how Atour Light Hotel practiced brand concepts, YOL, new retail thinking frameworks, and social hotspots for marketing, successfully increasing the overall revenue of the hotel bar, opening up sales for mojito drinks, and also driving sales of other alcoholic beverages.
- Subjects:
- Hotel, Travel and Tourism and Marketing
- Keywords:
- Bring (Marketing) Hospitality industry -- Marketing Hotels -- Marketing
- Resource Type:
- Others
-
Others
This case study discusses how Xi Bei Oat Noodle Village attracted many consumers by innovating their specialty products and turning Valentine's Day into their exclusive holiday, successfully creating a connection between the brand and consumers.
- Subjects:
- Hotel, Travel and Tourism and Marketing
- Keywords:
- Valentine's Day Restaurants -- Marketing
- Resource Type:
- Others
-
Others
This case study discusses how Airbnb showcased local recommendations from its community and hosts through a 48-hour challenge to create the most suitable accommodation and experience routes for young travelers. The campaign leveraged the personalized travel needs of Generation Z and laid the foundation for Airbnb's market leadership.
- Subjects:
- Hotel, Travel and Tourism and Marketing
- Keywords:
- Bed breakfast accommodations -- Marketing Airbnb (Firm)
- Resource Type:
- Others
-
Others
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
This case study discusses how Tonglu City successfully converted the popularity of a TV program into actual economic benefits while promoting the development of the local homestay industry and rural tourism.
- Subjects:
- Hotel, Travel and Tourism and Marketing
- Keywords:
- Tourism -- Marketing China -- Hangzhou
- Resource Type:
- Others
-
Others
This case study discusses how Huang Bao Che seized the critical opportunity of outbound tourism by creating innovative videos that established emotional connections with potential customers and ultimately led to order conversions. It highlights the importance of personalized services, creative videos, and emotional links in marketing strategies.
- Subjects:
- Hotel, Travel and Tourism and Marketing
- Keywords:
- Tourism -- Marketing Automobile leasing renting
- Resource Type:
- Others
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