Asian travellers are more likely to emphasize value for money, i.e. for hotel rooms, food and beverages, the ambience and the reputation of the hotels. Thought there is very little evidence to support this, more than 70 percent of travellers coming to Hong Kong are of Asian origin, many of them are short-haul destination travellers, and prefer to stay in mid-range moderately priced hotels (Baldwin and Brodess, 1993; Go et al., 1994; Siu et al., 1987).
People need to recognize that Asian travellers tend not to spend very much, when compared with their Western tourists, and that Asian travellers are more concerned with their budget in looking for ways to buy more for less.
One could suggest that the results of the study are consistent with recent
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To satisfy this customer category, the domestic hotel industry should consider additional resources to maintain the quality of hotel rooms. Resources should also be directed to improving the quality of rooms, including room set-up, cleanliness, quietness, and room temperature control. In this regard, hoteliers need to ensure that their hotels reflect their positioning statements well, and they should place emphasis on environmental cues when designing advertising and promotional activities. This will help them to attract new customers and gain market share (LeBlanc and Nguyen, 1996). It is recommended that room quality standards should be maintained based on customers' expectations. Meeting or exceeding customer expectations generally results in a positive attitude towards a hotel's service quality (Parasuraman et al., …show more content…
As Hong Kong hotels are competing fiercely for a larger and more stable market share, the marketing focus for hoteliers is to increase the number of repeat customers, and to prolong the length of their stays by meeting their needs more effectively (Heung et al., 1996). LeBlanc (1992) stated that analysing perceptions about service quality with respect to different customer segments can help hoteliers to develop and formulate marketing strategies to meet the needs of each specific segment more effectively. Once customers' requirements are clearly identified and understood, hotel managers are likely to be able to anticipate and cater for their customers' desires and needs, rather than merely reacting to their dissatisfaction (Oberoi and Hales, 1990). Using the results revealed in this study, hoteliers can plan effective marketing strategies to target both Asian and Western travellers, satisfying them when they first visit, and then developing customer loyalty for Hong Kong hotels' services and facilities afterwards. In brief, this study is merely comparative in nature. The results reported do not reveal the reasons behind the differences in perceptions about satisfaction between Asian and Western travellers. We suggest that future studies should focus on investigating the reasons for the differences
According to the NY Times (2016:online) ‘Chinese market account for almost the half of the global luxury market, providing a high demand of goods in different segments’. (http://www.nytimes.com/2016/04/05/fashion/china-luxury-goods-retail.html). Younger and more sophisticated generation of shoppers are emerging in Asia looking for new aspirations and creating a new target market for luxury goods. The consumption has gone beyond the logo items (which can affect many brands), these new consumers look for a lifestyle and quality – it is not only purchasing anymore but about the
The number of Chinese, Indians and Middle Eastern consumers who can afford luxury goods is increasing, despite the economic downturn in emerging markets, luxury-goods prices are actually much higher than in Europe (Tavoulari 1). In 2010, consumers in Ch...
We recommend Vikram to use service quality framework (SERVQUAL) as a scale to measure and manage hotel guest’s perception of service quality in terms of five dimensions (session2 slide#45), which are (i) Reliability – OV employee’s ability to dependably and accurately perform the promised service to consistently delight its guests (ii) Assurance – Knowledge and courtesy of OV employees, and their ability to convey trust and confidence. (iii) Empathy – OV’s individualized attention and customized care it offers to its guests and understanding the customer to anticipate guest needs, wants and desires to enlighten the service. (iv)Tangibles – Refers to OV’s lavish tents and other physical facilities, equipment, pleasant appearance of OV personal, etc. (v) Responsiveness – OV’s willingness to help customers and provide prompt
Giving the guests what they want while keeping their culture in mind will continue to make the hotel business thrive. Another example pertaining to culture is the act of simple courtesy. If you have someone from Britain or another country who have had problems with America in the past, make sure there's no symbols of American flags around. The hotels job is to make the customers nothing but happy, and American flags could cause certain guests to feel uncomfortable and unwelcome. Something that could be incorporated is multitude of different flags hanging right next to each other. Fremont street has a display of 30 flags all swaying right next to each other, it's a beautiful sight and creates a sense of
The hotel industry performs within a saturated market, driven by customer loyalty and competitive pricing to stand-out. This competitive nature makes it extremely important to capitalise on strengths while improving on
Although several studies have looked at how cultures affect consumer behaviour in China, none have adequately compared it with other countries Invalid source specified., moreover, most have looked at the issue from the customer’s perspective by analyzing the motivation behind enormous consumption (Wong & Ahuvia, 1998)Invalid source specified. (Gao, Norton, Zhang, & To, 2009). Only few have evaluated established marketing strategies with cultural analysis, those who have done so only focused on segmentation and positioningInvalid source specified.. In this essay, luxury brands’ perspective will be used to analyze how culture influence on existing marketing mix employed.
The Mandarin Oriental Hotel has, since its creation, received a rating of. recognition for providing a level of products and services of the highest quality of the product. With traditions of consistent quality service. delivery are practiced at each of the hotels, the challenge to the Group is to develop an ongoing corporate culture of quality service. drawing upon the strengths of each individual hotel.
... and Engel, J. (2007). Consumer Behaviour An Asia Pacific Approach. Australia: Nelson Australia Pty Limited. 172.
The tourism industry is one of the major pillars of the economy of Hong Kong even though is not in a large percentage of GDP, but it help to bring up the other industry business such as retail sale, merchandise trade, service trade etc. According to Hong Kong’s Census & Statistics Department data in 2004, the tourism industry contributed to 5% of Hong Kong’s GDP. The entire industry employs around 271,800 persons, accounting for 7.2% of total employment.
Tourism in Malaysia started from the 1960s and it is one of the new forces in the economic sector but the growth was slow. Then, a tourism master plan was added into the Second Malaysia Plan during 1971-1975 and this marked the beginning of tourism as the country’s economic contributor that has become the second highest foreign exchange earner for the country after the manufacturing sector (Robiah S., 2007). In the early growth of the industry, Visit Malaysia Year (VMY) is a major tourism event was launched by the Ministry of Culture, Arts and Tourism (MOCAT) in the 1990s that it was extended to include other attractions. The major markets for Malaysia tourism are the neighbouring ASEAN countries, China, South Korea, Japan, India, Australia and United States. This event was a huge success which more than 7 million international tourist arrivals were recorded with a growth of 53.6 per cent. Moreover, the slogan ‘Malaysia Truly Asia’ is a large advertising campaign sponsored by the Malaysian government which is internationally recognized as a uniquely Malaysian brand to promote tourism in Malaysia. The Malaysian tourism industry had faced with several challenges such as the unstable world economics, politics, SARS and challenge posed by the other ASEAN countries competing to draw tourists had initiated Malaysia to set its own strategy in diversifying the tourist attractions. However, according to the Malaysia Tourism Promotion Board (MTPB), which called Tourism Malaysia (2008) aims to encourage tourism and its related industries in Malaysia. It is expected that tourism would help promote new investments in the country, as well as provide increased employment opportunities. The growth of tourism would also contribute positively to t...
1. The philosophy behind the 100% Satisfaction Guarantee is to have the guests act as quality-assurance inspectors by identifying quality deficiencies and reporting them to hotel employees. I do think that this is a good way to improve service quality; however, I am not sure that it is the best way. While it may seem to consumers that employees will try harder to satisfy them, if employees are empowered to refund a customer’s money, they do not have to answer to management, they can just do it.
The travel and tourism industry is one of the leading growing sectors in UK and across the globe. The development of this industry is closely interconnected to the broader technological and socio-economic changes, which is evolving continuously, and are consistently reforming the nature of supply and demands in the travel and tourism industry. Tourism has attracted a significant number of attentions during the last decade, with studies being conducted on a diverse and broad range of topics, which includes marketing and advertising tourism in various cities across the globe (Pearce, 2001, 926). Distribution is one of the most crucial factors of hospitality, travel and tourism sectors’ ability to acquire higher market share, achieve greater levels of profitable revenue, and to perform at an acceptable level in terms of financial returns.
Moreover, the InterContinental Hotels & Resorts is considered the first international hotel brand in the world, as it began operations in the year 1946 (About InterContinental Hotels Group Brands, 2015). Over time the hotel group has evolved to encompass quality hotel rooms not only in North America, but in Central and South America, Europe, the Middle East, Africa, Australia, and Asia-Pacific (IHG – InterContinental Hotels Group, 2015). In addition, they have acquired extended stay facilities and the Hualuxe Hotels & Resorts, which specifically “celebrates the essence of Chinese hospitality” (About InterContinental Hotels Group Brands, 2015). In my opinion, this shows that their target market has changed by expanding their scope of travel, which means they are traveling to farther and farther locations and require the familiar surroundings with equivalent product quality at the final destination. The InterContinental Hotels Group is in the fourth and final stage of the product life cycle, which is the decline stage (Editorial Board, 2014, p. 212). Indeed, the brands lengthy history indicates it has loyal customers, but its addition of innovations indicates the targeting of new customers for the organization, which are clear signs of a business in the decline stage of the product life cycle (Editorial Board, 2014, p.
Hotelmule.com, 2013. Social and cultural influences on hospitality consumer behaviour - Hotelmule - Hospitality and Tourism Industry Portal. [online] Available at: http://www.hotelmule.com/html/15/n-615-2.html [Accessed: 4 Nov 2013]
The Philippines is endowed with abundant natural resources and one of the world’s richest diversity of fertile lands; flora and fauna; heart seizing scenic beauty; diverse culture; indigenous etiquette. A country blessed with astonishing natural environment along with the country’s hospitable and pleasant people has made it one of the major tourist destinations around the world. Tourism is one of the major contributor to the economy of the Philippines. Its beaches, mountains and rainforest are among the country’s natural tourist destinations. Aside from these, its rich historical heritage, diverse culture and traditions, festivals and celebrations, native foods and delicacies are endemic additions to the Philippines’s tourist captures.