Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/19492
Title: Marketing strategies for small hotels : the case of Cheung Chau in Hong Kong
Authors: Law, R 
Ng, C
Issue Date: 2011
Source: Asia Pacific journal of tourism research, 2011, v. 16, no. 1, p. 21-38
Abstract: This study investigates the marketing practices of small hotels in Cheung Chau, an outlying island in Hong Kong. Potential customers' perceptions of a hotel and a guesthouse in Cheung Chau are analysed to provide recommendations for future marketing practices of the local hotel industry. Empirical findings show the hotel and guesthouse are dominated by domestic and couple markets. Effective free promotion strategies are undertaken by the guesthouse; whereas the hotel promotes itself by paid advertisements, although the effectiveness seems low.
Keywords: Small and medium-sized enterprise
Hotel
Hong Kong
Cheung Chau
Publisher: Routledge, Taylor & Francis Group
Journal: Asia Pacific journal of tourism research 
ISSN: 1094-1665
EISSN: 1741-6507
DOI: 10.1080/10941665.2011.539389
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