The Research on International marketing of Chinese Budget Hotel

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Table of Contents

CHAPTER 1: INTRODUCTION1

1.1Background1

1.2 The Economic Significance of the Travel and Tourism Industry1

1.3Justification for the Research3

1.4Purpose of the Study4

1.5Research Aims and Objectives4

1.6Research Questions5

CHAPTER 2: LITERATURE REVIEW6

2.1 Introduction6

2.2 China Hospitality Industry6

2.3 Budget Hotel and Tourists in China7

2.4 International Marketing Theories9

2.5 Budget Hotel Industry Theories10

2.5.1 The Research of the Characteristics and Scales of Budget Hotels10

2.5.2 The Research of the Budget Hotel's Operation Mode10

2.5.3 The Research about Budget Hotel's Brand and Network Development11

CHAPTER 3: METHODOLOGY13

3.1 Introduction13

3.2 Research Methodology13

3.3 Research Design13

3.4 Literature Search14

References15

CHAPTER 1: INTRODUCTION

Background

The concept of tourism reveals the movement of a person from its standard residence place for the period of more than 24 but less than four months, in an intention of professional, recreation or with a goal of health (health tourism). According to the World Tourism Organization, a tourist can be a visitor or a traveller. The visitors also include tourists which are being recorded from the nights and day visitors, trippers that can be counted by questionnaires other research individuals and business statistics. However, a traveller may be a person who is someone that moves among two or more destinations or between couple of locations in the country of habitual residence.

1.2 The Economic Significance of the Travel and Tourism Industry

Since the past few years the Chinese economy is experiencing an increase in tourism in different parts of the country, and most considerably in Hong Kong. This increase in tourism from outbound tourists has been around 26.4 % as compare to the last year, which has been indicating towards the significant demand and growth of this segment of the economy, which is a very good data and makes it clear that from now on tourism in this country will clear upward trend, which will be very useful to all hoteliers in the country, most specifically for the budget hotels of the country (Ding, 2008, pp. n.d.). In addition to the leisure tourism, business tourism in the tourism industry of china has been observed in upward trend and this encourages the hotels adapted to this type of tourists may have a higher occupancy throughout the year, which is another positive news of this first part of the year, that is giving better data about tourism, that the economy is going towards very positive trend (Dipan ,1995, pp.23-29).

Figure: Tourists and Tourism Revenue in China

In China, the international marketers of the budget hotels tend to offer special seasoned and business packages in order to get customers attracted towards their hotels and packages. But it is also the fact that price and service plays a very important role for tourists. Along with the heavy marketing at local and international level, the management of the budget hotels can have competitive advantage over their competitors by gaining loyalty of customers (Emmanuel, n.d., pp. 1-3). Therefore, targeting to the right customers is considered the best tools that use information and convince the targeted segment of people in order to influence their behaviour toward purchasing a particular product or continue to buy it with ...