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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 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
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Video
The lecture commenced with a welcome speech and speaker introduction by Prof. WANG Zuankai, Associate Vice President (Research and Innovation). In his presentation, Prof. Chen first gave a brief introduction to the United Nations’ 17 Sustainable Development Goals (SDGs) as well as the SDG monitoring practices in Mainland China. He pointed out that the Nation has adopted the high quality sustainable development concept, which emphasises harmonising the social, economic and environmental aspects in national development. Next, he elaborated on a pilot project that he led to measure Deqing County’s progress towards SDGs using geospatial and statistical information. The project was selected by the UN Department of Economic and Social Affairs as one of the first 16 good SDGs’ practices in 2020. After that, Prof. Chen shared that the achievement of sustainable development requires holistic and systematic research to build a digital governance system that can provide the basis for the scientific and orderly development of national territorial space. He also explained how territorial space sustainability studies can help unveil and analyse various patterns, such as the distributions of population, enterprises and public service facilities, and the relationships between them. To conclude, Prof. Chen introduced the national program on the development of the Realistic Geospatial Landscape Model (3dRGLm), which can generate digital description and representation of the real 3D geospatial spaces. This new geographic information system can support the Nation in achieving natural resources management and high quality sustainable development.
A question-and-answer session moderated by Prof. DING Xiaoli, Director of the Research Institute for Land and Space (RILS) and Prof. WENG Qihao, Associate Director of RILS, followed. The online and on-site audience engaged in a productive discussion with Prof. Chen.
Event date: 27/03/2024
Speaker: Prof. Jun CHEN (National Geomatics Center of China)
Hosted by: PolyU Academy for Interdisciplinary Research
- Keywords:
- Sustainable development Geospatial data China Sustainable Development Goals Geographic information systems
- Resource Type:
- Video
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Video
The lecture commenced with a welcome speech and speaker introduction by Ir Prof. MAN Hau-chung, Dean of Faculty of Engineering and Director of the Research Institute for Advanced Manufacturing (RIAM). In Prof. Lin presentation, he primarily indicated the increasing global requirements for reducing energy use and carbon dioxide emission of transportation vehicles, lightweight passenger cars have become an inevitable trend. Ultra-high strength steel (UHSS) can save the production cost of vehicles, improve productivity and car performance. Next, he introduced the “HFQ®-Technology” developed by his team in recent years that has enabled high strength alloys to be stamped into complex-shaped automotive components. He outlined the use of thermomechanical experimental tests for generating high quality data for modelling, and the use of spatio-temporal method for determining necking and fracture strains of sheet metals. He also explained the computational steps for evaluating the formability of sheet metals under hot stamping. To conclude, Prof. Lin emphasised that improvements in experimental sciences, technologies and standardised testing are important for supporting the development of new materials processing technologies.
Event date: 09/04/2024
Speaker: Prof. LIN Jianguo (Imperial College London)
Hosted by: PolyU Academy for Interdisciplinary Research
- Keywords:
- Automobiles -- Materials Steel High strength Automobile industry trade
- Resource Type:
- Video
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MOOC
Most professions these days require more than general intelligence. They require in addition the ability to collect, analyze and think about data. Personal life is enriched when these same skills are applied to problems in everyday life involving judgment and choice. This course presents basic concepts from statistics, probability, scientific methodology, cognitive psychology and cost-benefit theory and shows how they can be applied to everything from picking one product over another to critiquing media accounts of scientific research. Concepts are defined briefly and breezily and then applied to many examples drawn from business, the media and everyday life.
What kinds of things will you learn? Why it’s usually a mistake to interview people for a job. Why it’s highly unlikely that, if your first meal in a new restaurant is excellent, you will find the next meal to be as good. Why economists regularly walk out of movies and leave restaurant food uneaten. Why getting your picture on the cover of Sports Illustrated usually means your next season is going to be a disappointment. Why you might not have a disease even though you’ve tested positive for it. Why you’re never going to know how coffee affects you unless you conduct an experiment in which you flip a coin to determine whether you will have coffee on a given day. Why it might be a mistake to use an office in a building you own as opposed to having your office in someone else’s building. Why you should never keep a stock that’s going down in hopes that it will go back up and prevent you from losing any of your initial investment. Why it is that a great deal of health information presented in the media is misinformation.
- Keywords:
- Reasoning Problem solving Critical thinking Decision making
- Resource Type:
- MOOC
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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
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
The Library produced short Cantonese tutorials and organized workshops on SPSS and has subscribed to Linkedin Learning (former Lynda.com) and SAGE Research Methods Videos which provides SPSS online courses and tutorials. Of course, we also have books! There are also free websites you can use to learn SPSS.
- Keywords:
- SPSS (Computer file) Statistics -- Data processing Statistics -- Computer programs
- Resource Type:
- Others
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MOOC
Handling statistical data is an essential part of psychological research. However, many people find the idea of using statistics, and especially statistical software packages, extremely daunting. This free course, Getting started with SPSS, takes a step-by-step approach to statistics software through seven interactive activities. No statistics software is needed.
- Keywords:
- SPSS (Computer file) Statistics -- Computer programs Statistics -- Data processing
- Resource Type:
- MOOC
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Video
SPSS Statistics is a software package used for interactive, or batched, statistical analysis. Learn how to use it in this full course.
💻 Download course files here: https://drive.google.com/drive/folder...
✏️ Course created by Barton Poulson from datalab.cc.
🔗 Check out the datalab.cc YouTube channel: / datalabcc
🔗 Watch more free data science courses at http://datalab.cc/
⭐️ Course Contents ⭐️
(0:00:00) Welcome
(0:02:33) Versions, Editions, & Modules
(0:08:10) Taking a Look
(0:15:20) Sample Data
(0:19:10) Graph board Templates
(0:28:17) Bar Charts
(0:34:00) Histograms
(0:37:30) Scatterplots
(0:44:30) Frequencies
(0:53:00) Descriptives
(1:01:00) Explore
(1:12:00) Labels & Definitions
(1:23:00) Entering Data
(1:26:00) Importing Data
(1:37:00) Hierarchical Clustering
(1:48:00) Factor Analysis
(2:03:00) Regression
(2:15:00) Next Steps
- Keywords:
- SPSS (Computer file) Statistics -- Computer programs Statistics -- Data processing
- Resource Type:
- Video
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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