Hospitality

ILP 327 INTERNATIONAL TOURISM AND HOSPITALITY INDUSTRY

BY: TEE SHEE LENG Page 1 of 20

MODULE ASSIGNMENT COVERSHEET MODULE CODE

ILP 327

PART 1

Student Name: TEE SHEE LENG

Student Number: S1215884

Module Tutor: MR ALEX CHANG

Module Title / Assignment Number: ILP 327 INTERNATIONAL TOURISM AND

HOSPITALITY MARKETING

Date Due / Submission Date: 1OTH MARCH 2014

Extension Date (including authorising signature):

The submission of this assignment is a statement that it is compliant with the University‟s

assessment regulations, and that it does not infringe the University‟s research ethics

principles.

You are responsible for ensuring that the assignment is submitted in its entirety, and are

advised to number pages in the format "Page x of y‟ (e.g. Page 3 of 12).

PART 2

For completion by the Module Tutor:

Feedback - with reference to assessment criteria and suggestions for improvement.

Tutor's signature………………………………………Date…………………………

Second Marker (if appropriate): …………………….Date…………………………

Provisional Mark Subject to approval by the Board of Examiners

ILP 327 INTERNATIONAL TOURISM AND HOSPITALITY INDUSTRY

BY: TEE SHEE LENG Page 2 of 20

Table of Content

Introduction

- What is Experiential Marketing………………………………………….pg 3

- Why Experiential Marketing………………………………………….. pg 3-4

Successful Example of Experiential Marketing

- Inter-Continental Hotel Group (IHG) : Holiday Inn, China………..pg 5-6

- The Ritz-Carlton, Singapore…………………………………………...pg 6-8

Conclusion……………………………………………………………………...…..pg 9

Reference……………………………………………………………………...pg 10-17

Appendix 1: What does "Experiential Marketing" Mean?....................... pg 18

Appendix 2: Risk of Experiential Marketing………………………….……. pg 19

Appendix 3: Ritz-Carlton Framework and Organization's Identity…….. pg 20

ILP 327 INTERNATIONAL TOURISM AND HOSPITALITY INDUSTRY

BY: TEE SHEE LENG Page 3 of 20

Introduction

What is experiential marketing?

Marketing is an essential process in businesses (Donckers. R; Jantsch. J,

2014) where organization relates creatively, productively, and profitably to the

marketplace. (Kotler. P,2003 cited in Atkins. S, 2011). Dr. Philip Kotler had

divided marketing into two categories: traditional marketing...