当在“中国”做中国人做的事——以IHG的华陆中国化为例

IF 1.3 Q2 EDUCATION & EDUCATIONAL RESEARCH

Journal of Teaching in Travel & Tourism Pub Date : 2021-01-02 DOI:10.1080/15313220.2020.1863169

Xiao Hu, Caiwei Ma, Lianping Ren, Po-Ju Chen

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引用次数: 0

摘要

摘要本案例研究探讨了洲际酒店集团旗下品牌华陆在中国实施的本土化战略及其背后的原因。华陆被设计成一个具有中国特色的酒店品牌，具有关键的中国元素和独特的中国热情好客和文化。华陆的本地化运营和管理也帮助公司在新冠肺炎疫情危机期间获得了竞争优势。华陆酒店的运营业绩在其细分市场中表现出色。本案例介绍了华陆的成立和发展，以说明一家国际酒店集团如何在激烈的全球市场中竞争，以区分和定位自己。

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When in “China” do as the Chinese do: a case study of IHG’s HUALUXE’S localization in China

ABSTRACT This case study explores the localization strategies that HUALUXE, an InterContinental Hotel Group brand, implemented in China and the reasons behind them. HUALUXE has been designed as a Chinese-featured hotel brand with key Chinese elements and unique Chinese hospitality and culture. HUALUXE’s localized operation and management also helped the company gain a competitive advantage during the COVID-19 pandemic crisis. The operation performance of HUALUXE hotels had excelled in its market segment. This case study introduces the establishment and development of HUALUXE to illustrate how an international hotel group competed in the fierce global market to distinguish and position itself.

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来源期刊

Journal of Teaching in Travel & Tourism EDUCATION & EDUCATIONAL RESEARCH-

CiteScore

4.30

自引率

12.00%

发文量

期刊介绍： The Journal of Teaching in Travel & Tourism is the professional journal of the International Society of Travel & Tourism Educators (ISTTE). This journal serves as an international interdisciplinary forum and reference source for travel and tourism education. The readership of the journal is international in scope, with a good representation in college and university libraries as well as high schools and professional schools offering courses in travel and tourism.