研究生英语作业汇报.ppt

1、Globalization or localization of consumer preferences:The case of hotel roombooking3 Questions about this passagen As international hotel companies serve an increasingly multi-cultural market,they must design their products to appeal to customers of different tastes and preferences across the world.

2、This study examines the design of hotel room rates and rate restrictions,and seeks to evaluate whether revenue managers of international hotel companies should design their rates and rate restriction policies by pursuing a globalized or a localized approach.Problems discussed in this passage:methodo

3、logy used:Questionnaire SurveySampling and data collectionThis study involved a target sample of Chinese and Westernleisure customers who were visiting Hong Kong.A convenience,non-probability method of sampling was used.l All questionnaires were collected at the most popular tourist attraction,the A

4、venue of Stars,in Hong Kong.Based on Hong Kong Tourism Boards 2012 Annual Report,the Avenue of Stars attracted almost 28%of all visitors to the city and ranked top of Hong Kongs most popular attractions(HKTB,2012).l Two screening questions were asked to the respondents.The first screening question i

5、ntends to ensure that they were from mainland China,the United States,Canada,or Europe.As the purpose of this study is to investigate the perceptions of leisure travelers,the second screening question was asked to make sure that the respondents were leisure travelers to HongKong.The data collection

6、period spanned two months from June to August in 2012 as these two months are the peak seasons in Hong Kong with the highest tourist arrivals and hotel occupancy rates(HKTB,2011).The sample set size was 1000(500 Chinese leisure travelers and 500 Western leisure travelers).In total,1030 questionnaire

7、s were collected(counting 30 questionnaires that were invalid due to missing data).Each respondent took about 15 min on average to complete the questionnaire and subsequently received a small gift.nAn important implication of this study is that a globalized approach may be more appropriate for inter

8、national hotel companies,as has been indicated by Whitla et al.nA globalized approach can lead to many advantages,such known brand name,a central reservation system and standards for marketing support and staff training.nThe findings of this study implies that the answer is no with the exception of

9、one restriction.This should come as a relief to many hoteliers who struggle to hire,train and appoint revenue managers all around the world.nWhitla et al.(2007)argue that in the future more studies are required on the implementation of global strategy,particularly in respect to the development of in

10、tegrated managerial practices and operating systems in areas such as revenue management,training,and global brand management.This study provides further evidence that formulating a centralized organizational structure to set room rates and rate restrictions seems to be the better approach.ConclusionTHANKS FOR WATCHING!