Enhancing Georgetown’s Heritage Boutique Hotel Marketing Strategies: The Case Of 1881 Chong Tian Cultural Hotel

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dc.contributor.authorMahmood, Amalina
dc.date.accessioned2019-05-27T00:29:37Z
dc.date.available2019-05-27T00:29:37Z
dc.date.issued2014
dc.description.abstract1881 Chong Tian Cultural Hotel business is identified to be running in loss since it’s establishment; loss about USD53.7k in year 2011. The business issue needs to be addressed in order to reduce the losses before it become worsen and impacts the business as overall. Based on the research done, the main root causes are due to poor cultural service quality and poor marketing strategies. The hotel had failed to reflect the uniqueness of the heritage and cultural values in its service delivery in terms of the hotel’s ambience, cultural service and cultural infrastructure. The hotel had failed on it’s marketing strategy as well because the hotel failed to adopt technological solutions and effective customer relationship management (CRM) in reaching and engaging the customers. The proposed solutions for cultural service quality cover the cultural ambiance, unique cultural service and solid cultural image in it’s infrastructures. In terms of creating the ambiance, it is important to have the right music, clothing and greeting to elevate the culture for the hotel guests to experience. The hotel should organize unique cultural activities such as Chinese Tea ceremony and cultural dinner to elevate the experience. The other recommendations include the usage of information technologies solutions such as website and social media sites to facilitate marketing efforts. In addition, the hotel should implement effective CRM such as execution of follow up and after sales service which will create positive customer engagement. Once implemented effectively, the hotel should observed increase in profit as it is easier to reach the customers with it’s capability in offering cultural service quality that serves as differentiation strategy; which eventually become word of mouth.en_US
dc.identifier.urihttp://hdl.handle.net/123456789/8231
dc.language.isoenen_US
dc.publisherUniversiti Sains Malaysiaen_US
dc.subject1881 Chong Tian Cultural Hotel business is identifieden_US
dc.subjectto be running in loss since it’s establishmenten_US
dc.titleEnhancing Georgetown’s Heritage Boutique Hotel Marketing Strategies: The Case Of 1881 Chong Tian Cultural Hotelen_US
dc.typeThesisen_US
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