研究生英语作的业汇报.pptVIP

Globalization or localization of consumer preferences: The case of hotel roombooking 3 Questions about this passage 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. 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: methodology used: Questionnaire Survey Sampling and data collection This study involved a target sample of Chinese and Westernleisure customers who were visiting Hong Kong. A convenience,non-probability method of sampling was used. All questionnaires were collected at the most popular tourist attraction, the Avenue 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). Two screening questions were asked to the respondents. The first screening question intends 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 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 questionnaires were collected (counting 30 questionnaires that were invalid due to missing data). Each respondent took about 15