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 ...