The investigation of PR Marketing: Case Study of The Harbour Grand Hong Kong
by
Acknowledgement
The author would like to take this chance for thanking my research facilitator, friends & family for support they provided & their belief in me as well as guidance they provided without which the author would have never been able to do this research.
DECLARATION
I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.
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Abstract
In this study the author tries to explore the concept of Public Relations (PR) marketing in a holistic concept. The main focus of the research is on PR Marketing and its importance in the Hotel Industry. The aim of this research is to analyse and evaluate the effectiveness of PR activities of the Harbour Grand Hong Kong. The research also analyses many aspects of PR Marketing and tries to gauge its effect on the Hotel Industry. Chapter 2 of the report discusses the literature review related to public relations and marketing. It also highlights the online relationship management techniques and further discusses the PR methods used by the hotel industry to build relationship with its stakeholders and customers. The research was conducted using both primary and secondary methodology. Secondary data was collected through various journals and libraries. Primary data was collected through interviews and surveys. Data about the PR activities of Harbour Grand Hong Kong was obtained by interviewing the managers of the hotel; whereas data to critically evaluate the effectiveness of the PR activities was obtained by taking surveys of the customers of the hotel. The findings of the research showed that the PR activities of the hotel have been effective in building relationship with its customers and if hotels use PR activities properly, then it can definitely help increase their business.
Table of Contents
CHAPTER 1: INTRODUCTION1
Background1
Research Aims and Objectives2
Research Question2
Significance of the Study2
Profile: Harbour Grand Hong Kong3
CHAPTER 2: LITERATURE REVIEW5
Public Relations5
Public Relations and Strategic Relationship Management5
Relationships in the Strategic Management Paradigm6
Defining Organisation-Stakeholder Relationships7
Measuring Relationship Quality and Impact8
Relationship management online9
Public Relations and Marketing10
Marketing perspectives of public relations11
Public Relations in Hotel12
CHAPTER 3: METHODOLOGY15
Research Design15
Literature Search15
Literature Selection Criteria16
Research philosophy and Approach16
Research strategy16
Research choices17
Time horizons17
Data collection methods17
Research Instruments19
Data analysis method: Examining statistics19
Source of the information19
Sampling20
Data Analysis20
Qualitative Data Analysis20
Quantitative Data Analysis20
Access21
Informed Consent21
Confidentiality21
Validity22
Reliability22
CHAPTER 4: DISCUSSION AND ANALYSIS24
Interview Analysis: PR Activities of Harbour Grand Hong Kong24
Evaluation of PR Marketing Strategies of Harbour Grand Hong Kong31
Survey Result Analysis35
CHAPTER 5: CONCLUSION41
REFERENCES45
APPENDIX A56
Questionnaire: Effectiveness of PR Activities56
APPENDIX B59
Result of Survey59
Chapter 1: Introduction
Background
Hotel executives some- times think very traditionally when it comes to marketing their property. Often this means considering marketing and public relations as an expense rather than as a return on investment. Thinking of marketing and public relations as an expense usually means spending the budget on only ad ...