研究生英语作业汇报.ppt

研究生英语作业汇报.ppt

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Globalizationorlocalizationofconsumerpreferences:

Thecaseofhotelroombooking3QuestionsaboutthispassagenAsinternationalhotelcompaniesserveanincreasinglymulti-culturalmarket,theymustdesigntheirproductstoappealtocustomersofdifferenttastesandpreferencesacrosstheworld.Thisstudyexaminesthedesignofhotelroomratesandraterestrictions,andseekstoevaluatewhetherrevenuemanagersofinternationalhotelcompaniesshoulddesigntheirratesandraterestrictionpoliciesbypursuingaglobalizedoralocalizedapproach.Problemsdiscussedinthispassage:

methodologyused:

QuestionnaireSurveySamplinganddatacollectionThisstudyinvolvedatargetsampleofChineseandWesternleisurecustomerswhowerevisitingHongKong.Aconvenience,non-probabilitymethodofsamplingwasused.lAllquestionnaireswerecollectedatthemostpopulartouristattraction,theAvenueofStars,inHongKong.BasedonHongKongTourismBoards2012AnnualReport,theAvenueofStarsattractedalmost28%ofallvisitorstothecityandrankedtopofHongKongsmostpopularattractions（HKTB,2012）.lTwoscreeningquestionswereaskedtotherespondents.ThefirstscreeningquestionintendstoensurethattheywerefrommainlandChina,theUnitedStates,Canada,orEurope.Asthepurposeofthisstudyistoinvestigatetheperceptionsofleisuretravelers,thesecondscreeningquestionwasaskedtomakesurethattherespondentswereleisuretravelerstoHongKong.ThedatacollectionperiodspannedtwomonthsfromJunetoAugustin2012asthesetwomonthsarethepeakseasonsinHongKongwiththehighesttouristarrivalsandhoteloccupancyrates（HKTB,2011）.Thesamplesetsizewas1000（500Chineseleisuretravelersand500Westernleisuretravelers）.Intotal,1030questionnaireswerecollected（counting30questionnairesthatwereinvalidduetomissingdata）.Eachrespondenttookabout15minonaveragetocompletethequestionnaireandsubsequentlyreceivedasmallgift.nAnimportantimplicationofthisstudyisthataglobalizedapproachmaybemoreappropriateforinternationalhotelcompanies,ashasbeenindicatedbyWhitlaetal.nAglobalizedapproachcanleadtomanyadvantages,suchknownbrandname,acentralreservationsystemandstandardsformarketingsupportandstafftraining.nThefindingsofthisstudyimpliesthattheanswerisnowiththeexceptionofonerestriction.Thisshouldcomeasarelieftomanyhotelierswhostruggletohire,trainandappointrevenuemanagersallaroundtheworld.nWhitlaetal.（2007）arguethatinthefuturemorestudiesarerequiredontheimplementationofglobalstrategy,particularlyinrespecttothedevelopmentofintegratedmanagerialpracticesandoperatingsystemsinareassuchasrevenuemanagement,training,andglobalbrandmanagement.Thisstudyprovidesfurtherevidencethatformulatingacentralizedorganizationalstructuretosetroomratesandraterestrictionsseemstobethebetterapproach.ConclusionTHANKSFORWATCHING!