Marketing
Manual on Elective III – Hospitality Marketing
By
Amy Tan, Ph.D. Eliza Ching-Yick Tse, Ph.D. Cynthia Ling Wong, M.S.
School of Hotel and Tourism Management The Chinese University of Hong Kong
Hospitality Marketing
Copyright © The Government of the Hong Kong Special Administrative Region
All rights reserved. The copyright of this manual belongs to the Government of the Hong Kong Special Administrative Region. Commercial use is strictly prohibited. Offenders will be liable to legal responsibility. Schools need not apply for permission to copy this manual in whole or in part for non-profit making educational or research purposes. All other uses should gain prior permission in writing from the Government of the Hong Kong Special Administrative Region. Requests should be directed to the:
Education Bureau 13/F, Room 1319, Wu Chung House 213 Queen’s Road East, Wan Chai
Hong Kong
i
Hospitality Marketing
Acknowledgements
We would like to express our gratitude to the following organizations for giving us the permission to reprint some of the pictures and /or providing us with information for completing the curriculum support package: The Association of National Tourist Office Representatives in Hong Kong, ANTOR (HK) Centre for Food Safety, Food and Environmental Hygiene Department
ii
Hospitality Marketing
Introduction
A set of curriculum support package of tourism and hospitality learning and teaching materials is being developed by the Personal, Social and Humanities Education Section of Curriculum Development Institute, Education Bureau for the implementation of the senior secondary Tourism and Hospitality Studies curriculum in schools. The curriculum support package is comprised of eight manuals, and they are developed to broaden students’ knowledge of the eight different units of the Tourism and Hospitality Studies curriculum. The content of this manual – Hospitality Marketing, should enhance students’ understanding of
By
Amy Tan, Ph.D. Eliza Ching-Yick Tse, Ph.D. Cynthia Ling Wong, M.S.
School of Hotel and Tourism Management The Chinese University of Hong Kong
Hospitality Marketing
Copyright © The Government of the Hong Kong Special Administrative Region
All rights reserved. The copyright of this manual belongs to the Government of the Hong Kong Special Administrative Region. Commercial use is strictly prohibited. Offenders will be liable to legal responsibility. Schools need not apply for permission to copy this manual in whole or in part for non-profit making educational or research purposes. All other uses should gain prior permission in writing from the Government of the Hong Kong Special Administrative Region. Requests should be directed to the:
Education Bureau 13/F, Room 1319, Wu Chung House 213 Queen’s Road East, Wan Chai
Hong Kong
i
Hospitality Marketing
Acknowledgements
We would like to express our gratitude to the following organizations for giving us the permission to reprint some of the pictures and /or providing us with information for completing the curriculum support package: The Association of National Tourist Office Representatives in Hong Kong, ANTOR (HK) Centre for Food Safety, Food and Environmental Hygiene Department
ii
Hospitality Marketing
Introduction
A set of curriculum support package of tourism and hospitality learning and teaching materials is being developed by the Personal, Social and Humanities Education Section of Curriculum Development Institute, Education Bureau for the implementation of the senior secondary Tourism and Hospitality Studies curriculum in schools. The curriculum support package is comprised of eight manuals, and they are developed to broaden students’ knowledge of the eight different units of the Tourism and Hospitality Studies curriculum. The content of this manual – Hospitality Marketing, should enhance students’ understanding of
References: Students should note that all contents in this unit are based on the following sources: EquipAsia. (2008). www.equipasia.com Homepage. Retrieved June 11, 2008 from http: Honigman, D Soho Delivery. (2008). Homepage. Retrieved June 11, 2008 from http: www.sohodelivery.com.hk Starbucks. (2008). Homepage. www.starbuck.com.hk Retrieved June 11, 2008 from http: 95