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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 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 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 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
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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 Bao Yanli, who provided information and insights for this video. This case discusses that to celebrate the 50th anniversary of China-Spain diplomatic relations and the anniversary of its hotels in China, Gran Meliá hotels launched a campaign focused on the "Mantón de Manila", a traditional Spanish shawl with Chinese cultural origins. The campaign leveraged the heritage and craftsmanship of both countries, featuring flamenco performances, Shu embroidery, and high-end experiences at Gran Meliá hotels in China. The integrated marketing effort generated significant media coverage and social media engagement, reinforcing Gran Meliá's position as a purveyor of Spanish luxury in the Chinese 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。特別感謝包豔麗為本視頻提供信息和見解。本案例探討了為慶祝中西建交50周年及旗下酒店在華開業周年，美利亞酒店集團旗下Gran Meliá品牌推出以“Mantón de Manila”為主題的營銷活動。Mantón de Manila是一種源自中國文化的西班牙傳統披肩。該營銷活動充分利用了兩國的傳統和工藝，包括弗拉門戈表演、蜀繡在中國Gran Meliá酒店的高端體驗。整合行銷活動獲得了大量媒體報導和社交媒體參與，鞏固了Gran Meliá这一西班牙奢華品牌在中国市场的地位。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Cultural property Hospitality industry -- Marketing
- Resource Type:
- Others
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Video
The idea of translanguaging has disrupted much of the thinking about language, communication and learning and raised some fundamental questions about human language and human cognition. One of these questions concerns an assumption that seems to underlie a great deal of the work on intercultural communication, and that is, speakers of different named languages not only use language differently, but also think differently and have different worldviews. In this talk, I want to invite the participants to rethink about this issue, from the perspective of Translanguaging, which posits that bilinguals and multilinguals do not think unilingually and thinking goes beyond named languages and indeed beyond what has traditionally been conceived as linguistic versus non-linguistic processes. I offer my views on the existing work in intercultural communication and cross-linguistic studies of cognitive processing and Linguistic Relativity. Implications of this common-humanity-based conceptual stance for intercultural communication including business and workplace lingua franca communication, as well as for language learning and pedagogy, and research design are discussed.
Event date: 18/07/2024
Speaker: Prof. Wei LI (University College London)
Hosted by: Faculty of Humanities
- Subjects:
- Language and Languages
- Keywords:
- Communicative competence Translanguaging (Linguistics) Multilingualism Intercultural communication Language awareness
- Resource Type:
- Video
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MOOC
The course aims to enable students to master the sounds of Cantonese and conduct basic conservations in Cantonese. It is suitable for learners of the following 3 categories:
(1) People from Hong Kong who may be expatriates, international students, ethnic minorities;
(2) People from the Guangdong-Hong Kong-Macao Greater Bay Area (GBA) who may be expatriates;
(3) People from all over the world who may be heritage speakers of Cantonese, plan to study/work in Hong Kong/ the GBA, tourists… etc.
In fact, anyone who is interested in learning Cantonese are welcomed to join this course!
- Subjects:
- Chinese Language, Communication, and Foreign Language Learning
- Keywords:
- China -- Hong Kong Cantonese dialects
- Resource Type:
- MOOC
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MOOC
This Specialization is aimed at preparing students for undergraduate study in an English-speaking university. The course equips you for full participation and engagement with your studies by building awareness and understanding of the core values and expectations of academic culture, and providing you with practical strategies to apply to your studies. In this course, you will learn how to develop your Communication Skills to help you achieve success in your university studies. After completing this course, you will be able to:
1. Recognise the importance of communication in communities of practice at university
2. Understand contexts of communication at university and associated expectations
3. Communicate clearly across a variety of different contexts and to a wide range of audiences by adapting communicative styles appropriately
4. Demonstrate, negotiate, and further understanding through spoken, written, visual, and conversational modes
5. Effectively formulate arguments and communicate research findings through the process of researching, composing, and editing
6. Confidently engage in constructive and critical dialogue with respect and professionalism
- Keywords:
- Communication Interpersonal communication
- Resource Type:
- MOOC
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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
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