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Exploring Chinese cultural influences and hospitality Marketing relationships

David Gilbert, Reader in Tourism Marketing, School of Management Studies for the Service Sector, University of Surrey, Guildford, UK
Jenny Tsao, Researcher, School of Management Studies for the Service Sector, University of Surrey, Guildford, UK
Abstract
Marketing has always been recognised as an economic activity involving the exchange of goods and services. Only in recent years have socio-cultural influences been identified as determinants of marketing behaviour, revealing marketing as a cultural as well as economic phenomenon. Nevertheless, the influence on business activity of cultural differences is obvious but not simple to analyse, describe or categorise. Therefore, the cultural aspect of marketing remains a weak and subsidiary element in the theoretical realm of hospitality management. It has been suggested that cultural differences are an important influence on the successful outcomes of business. This exploratory study examines the new approach to relationship marketing (RM) in the context of eastern culture, to uncover the context and construction of relationships in Chinese society. Traditional Chinese culture stresses the importance of human interaction. The essence of this interaction is kuan-hsi (personal relationships) which goes far beyond the Western concept of networking as kuan-hsi is entrenched into every aspect of Chinese society, influencing social, political and commercial relations. The nature of RM theory based on a cultural difference oriented perspective is examined, and the present practice of RM and its specific nature within a Chinese cultural context of hotel management in Taiwan evaluated.
Article Type:
Research paper
Keyword(s):
Hotels; China; Culture; Relationship marketing.
Journal:
International Journal of Contemporary Hospitality Management
Volume:
12
Number:
1
Year:
2000
pp:
45-54
Copyright ©
MCB UP Ltd
ISSN:
0959-6119
The Taiwanese hotel industry and rise in competition
The devotion of the Taiwanese government to actively planning and promoting tourism began in 1956 and since then the number of hotels has increased continuously. Beginning in the 1960s, the Taiwanese hotel industry, especially the international tourist hotel category, has been invested in, built and developed until the saturation of the market especially in the capital, Taipei city. Throughout the 40 years of development, the numbers of international tourist hotels in Taipei alone has increased from three hotels in 1965 to 27 hotels in 1995 and the number of rooms has also risen from 736 to 10,257 (TNTO, 1996). The competition among the international tourist hotels in Taipei is anticipated to be even more aggressive in the future due to new developments, market structure changes and major business hotel competition as a result of the failure to choose alternative segments (nearly all the existing and planned international tourist class hotels in Taipei are positioned in the business segment). In addition, during the past few years, neither the sales nor the occupancy rate of the international hotels in Taipei have increased in line with national increases in tourism arrivals.
New approaches to marketing
Alternative marketing theories have emerged since the 1960s and specifically in recent service marketing literature new theories have emanated with diverse approa本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。