Enhancing Georgetown’s Heritage Boutique Hotel Marketing Strategies: The Case Of 1881 Chong Tian Cultural Hotel, Malaysia
Organizations has longed been searching for an effective problem identification tool. This study provides an improved method to root-cause analysis tool for practitioners, integrating mixed method research with problems identification technique. It also discovers the primary causes to unfavorable...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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2015
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| Subjects: | |
| Online Access: | http://eprints.usm.my/29491/1/174-324-1-PB_1881_Chong_Tian_Hotel_APMBA_2015.pdf |
| _version_ | 1825832226026160128 |
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| author | Ali, Noor N Kader Roslan, Naj R Mahmood, Amalina Venugopal, Malini |
| author_facet | Ali, Noor N Kader Roslan, Naj R Mahmood, Amalina Venugopal, Malini |
| author_sort | Ali, Noor N Kader |
| collection | USM |
| description | Organizations has longed been searching for an effective problem identification tool. This
study provides an improved method to root-cause analysis tool for practitioners, integrating
mixed method research with problems identification technique. It also discovers the primary
causes to unfavorable performance for heritage boutique hoteliers. 1881 Chong Tian
Cultural Hotel, one of the 18 heritage boutique hotels in Penang, reported a 23% financial
loss in 2010, recovered in 2011, yield some profits in 2012 and 2013. However, growth
in boutique hotel industry has been a challenge over the years. The sequential approach
methodology, begins with sem-structured interviews, quantitative surveys on 100 general
public and 56 hotel guests, and analysis on unpublished company data, were summarized
using a root-cause analysis tool called the Symptoms Versus Problems (SVP) Framework
that questioned on the occurrence of the symptoms for the first three Tiers of the framework.
The remaining symptoms and core problems are identified based on findings from all
the three methods above plus field observations, concurrently. Two major symptoms are
identified, specifically, unfavorable cultural service quality and ineffective marketing
strategies. The unfavorable cultural service quality is due to ineffective cultural ambiance;
unproductive display of heritage, cultural artifacts and infrastructure; as well as, unfavorable
cultural related services. The ineffective marketing strategies are due to low technology
adoption of websites and social media; and ineffective customer relationship management
(CRM) implementation. Thus, the recommended solutions bring to life the practices of
Qing Dynasty cultural ambiance, ceremonies, historical shows and the royale reception.
Information on artifacts and infrastructure is readily available. Website development and
social media updates on latest Chong Tian Hotel activities are being developed. Embracing
delegates using Qing Dynasty traditions at airports and hotels can be a real experience for
the growing tourists from Japan, Australia, UK and Middle East. |
| first_indexed | 2024-03-06T14:49:41Z |
| format | Article |
| id | usm.eprints-29491 |
| institution | Universiti Sains Malaysia |
| language | English |
| last_indexed | 2024-03-06T14:49:41Z |
| publishDate | 2015 |
| record_format | dspace |
| spelling | usm.eprints-294912020-05-04T02:35:04Z http://eprints.usm.my/29491/ Enhancing Georgetown’s Heritage Boutique Hotel Marketing Strategies: The Case Of 1881 Chong Tian Cultural Hotel, Malaysia Ali, Noor N Kader Roslan, Naj R Mahmood, Amalina Venugopal, Malini HF5001-6182 Business HF5410-5417.5 Marketing. Distribution of products Organizations has longed been searching for an effective problem identification tool. This study provides an improved method to root-cause analysis tool for practitioners, integrating mixed method research with problems identification technique. It also discovers the primary causes to unfavorable performance for heritage boutique hoteliers. 1881 Chong Tian Cultural Hotel, one of the 18 heritage boutique hotels in Penang, reported a 23% financial loss in 2010, recovered in 2011, yield some profits in 2012 and 2013. However, growth in boutique hotel industry has been a challenge over the years. The sequential approach methodology, begins with sem-structured interviews, quantitative surveys on 100 general public and 56 hotel guests, and analysis on unpublished company data, were summarized using a root-cause analysis tool called the Symptoms Versus Problems (SVP) Framework that questioned on the occurrence of the symptoms for the first three Tiers of the framework. The remaining symptoms and core problems are identified based on findings from all the three methods above plus field observations, concurrently. Two major symptoms are identified, specifically, unfavorable cultural service quality and ineffective marketing strategies. The unfavorable cultural service quality is due to ineffective cultural ambiance; unproductive display of heritage, cultural artifacts and infrastructure; as well as, unfavorable cultural related services. The ineffective marketing strategies are due to low technology adoption of websites and social media; and ineffective customer relationship management (CRM) implementation. Thus, the recommended solutions bring to life the practices of Qing Dynasty cultural ambiance, ceremonies, historical shows and the royale reception. Information on artifacts and infrastructure is readily available. Website development and social media updates on latest Chong Tian Hotel activities are being developed. Embracing delegates using Qing Dynasty traditions at airports and hotels can be a real experience for the growing tourists from Japan, Australia, UK and Middle East. 2015 Article PeerReviewed application/pdf en http://eprints.usm.my/29491/1/174-324-1-PB_1881_Chong_Tian_Hotel_APMBA_2015.pdf Ali, Noor N Kader and Roslan, Naj R and Mahmood, Amalina and Venugopal, Malini (2015) Enhancing Georgetown’s Heritage Boutique Hotel Marketing Strategies: The Case Of 1881 Chong Tian Cultural Hotel, Malaysia. Asia-Pacific Management and Business Application, 3 (3). pp. 145-160. ISSN 2252-8997 |
| spellingShingle | HF5001-6182 Business HF5410-5417.5 Marketing. Distribution of products Ali, Noor N Kader Roslan, Naj R Mahmood, Amalina Venugopal, Malini Enhancing Georgetown’s Heritage Boutique Hotel Marketing Strategies: The Case Of 1881 Chong Tian Cultural Hotel, Malaysia |
| title | Enhancing Georgetown’s Heritage Boutique Hotel Marketing Strategies: The Case Of 1881
Chong Tian Cultural Hotel, Malaysia
|
| title_full | Enhancing Georgetown’s Heritage Boutique Hotel Marketing Strategies: The Case Of 1881
Chong Tian Cultural Hotel, Malaysia
|
| title_fullStr | Enhancing Georgetown’s Heritage Boutique Hotel Marketing Strategies: The Case Of 1881
Chong Tian Cultural Hotel, Malaysia
|
| title_full_unstemmed | Enhancing Georgetown’s Heritage Boutique Hotel Marketing Strategies: The Case Of 1881
Chong Tian Cultural Hotel, Malaysia
|
| title_short | Enhancing Georgetown’s Heritage Boutique Hotel Marketing Strategies: The Case Of 1881
Chong Tian Cultural Hotel, Malaysia
|
| title_sort | enhancing georgetown s heritage boutique hotel marketing strategies the case of 1881 chong tian cultural hotel malaysia |
| topic | HF5001-6182 Business HF5410-5417.5 Marketing. Distribution of products |
| url | http://eprints.usm.my/29491/1/174-324-1-PB_1881_Chong_Tian_Hotel_APMBA_2015.pdf |
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