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C/B/4188. Dissertation. An analysis of tourism and marketing strategies in the luxury hotel sector in Hong Kong. Case study Shangri-La Hotel Group

WORDS:
8100
DATE:
2011
PRICE:
89.99 GBP

This dissertation concentrates on the relationship between tourists and marketing strategies in the luxury hotel sector in Hong Kong, and uses the Shangri-La Hotel Group as a case study. The paper aims to answer the following questions: How does tourism development impact the luxury hotel sector in Hong Kong? What are the main directions for marketing strategies in luxury hotels in Hong Kong? What is the link between the degree of international/domestic arrivals and marketing strategies in the area of luxury hotels in Hong Kong? The dissertation then details the data collection and analysis techniques, before conducting an in depth literary analysis. This section examines tourism in Hong Kong, the luxury hotel sector in Hong Kong, and the characteristics of tourists. The role of services marketing, branding, business strategy planning, and the role of segmentation. The Shangri-La Hotel Group is then evaluated using the SWOT and 4P marketing analysis tools. Conclusions are made regarding recommendations.

 

KEYWORDS: Dissertation, Shangri-La Hotel Group, tourism, marketing strategies, luxury hotel sector, tourism development, Hong Kong, service marketing, branding, business strategy planning, segmentation, SWOT, 4P,

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