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Emotional Connection
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2024
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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 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