Compose own question Literature review Example | Topics and Well Written Essays - 1500 words

Compose own question - Literature surveil ExampleIn general, this study presumes that the potential success of enlightenment hotel was very much dependent on the societys ability to meet the needs and wants of prospective clients. Therefore, this study aims to address the following interrogation questions (1) What are the brand strategies currently being used by nirvana hotel? (2) How does Shangri-la hotel benefit from its branding strategies? and (3) What is the significance of brand positioning and branding within the modern international tourism industry? Chapter II Literature Review 2.1 Current Branding Strategies of Shangri-la Hotel First of all, it is essential to take note that the bulls eye customers of Shangri-la are the influential race who are able to pay first-rate price for its victuals and lodging usefulnesss. Meaning, this particular hotel company has positioned its brand as one that offers luxury hotel products and services (Shangri-La, 2013a). This explains why Shangri-la continuously serve the best quality products and maintains its stylish, modern, and motivational architectural and interior design (Shangri-La, 2013c). As a result, Shangri-la stoold a competitive advantage which allows them to charge its customers with hotel accommodation payment much laster than the fee of other hotels worldwide (Schmitt and Rogers, 2008, p. 79). Generally, multinational companies such as Shangri-la uses a global advertising dodge as part of their global campaigns (Jiang and Wei, 2012). To establish and reinforce Shangri-las brand image, the top way of this particular hotel group uses either social networking sites or e-mail when advertising and promoting their special offers on espousal packages among others (Facebook, 2013). In some cases, Shangri-la has posted its special offers on bridal magazines (Shangri-La, 2013d). Customers satisfaction is strongly influenced by its brand image. In most cases, customers who are satisfied with what they receive from the hotel may end up growth a stronger brand recognition and eventually remain loyal to the brand (Clottey, Collier and Stodnick, 2008). To bring high quality service, Shangri-la offers important training and development programme for the benefit of its employees (Shangri-La, 2013e). Not all people can afford the high price of Shangri-las accommodation rate. Associated to the brand of Shangri-la, this particular hotel company created a separate brand and eventually positioned it as a hotel that offers cheaper and more affordable rate for its hotel service (Kerry Hotels, 2013). For example, Traders Hotel was established to serve the lodging needs of the price-sensitive clients worldwide (Traders Hotels, 2013). To serve the Chinese community in Beijing, Shangri-la established the Kerry Hotel sometime in 2011 (Kerry Hotels, 2013). 2.2 Advantages of Shangri-Las Existing Branding Strategies Advertising is necessary to create brand familiarity or make Shangri-las target cust omers feel special and associated with the brand (Fuchs, 2008). much times, brand familiarity increases not only the customers