Enhancing Georgetown’s Heritage Boutique Hotel Marketing Strategies: The Case Of 1881 Chong Tian Cultural Hotel

Mahmood, Amalina and Venugopal, Malini and Roslan, Naj Rizal (2014) Enhancing Georgetown’s Heritage Boutique Hotel Marketing Strategies: The Case Of 1881 Chong Tian Cultural Hotel. Masters thesis, Universiti Sains Malaysia.

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Abstract

1881 Chong Tian Cultural Hotel business is identified to be running in loss since it’s establishment; loss about USD53.7k in year 2011. The business issue needs to be addressed in order to reduce the losses before it become worsen and impacts the business as overall. Based on the research done, the main root causes are due to poor cultural service quality and poor marketing strategies. The hotel had failed to reflect the uniqueness of the heritage and cultural values in its service delivery in terms of the hotel’s ambience, cultural service and cultural infrastructure.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business
Divisions:	Pusat Pengajian Siswazah Perniagaan (Graduate School of Business) > Thesis
Depositing User:	ASM Ab Shukor Mustapa
Date Deposited:	30 May 2019 01:10
Last Modified:	30 May 2019 01:10
URI:	http://eprints.usm.my/id/eprint/44433

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