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情怀营销
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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 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