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Background of the Hotel Industry in Macau

Background of the Hotel Industry in Macau - Dissertation Example

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The paper "Background of the Hotel Industry in Macau" discusses that the internet has played a vital role in every industry since its emergence. For any far and wide information, internet access has played a critical role in resolving the query. Today internet, apart from providing entertainment…

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Background of the Hotel Industry in Macau

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Subject: Marketing
Type: Dissertation
Level: Undergraduate
Pages: 33 (8250 words)
Downloads: 4
Author: mbeatty

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The hotels' industry around the world has become increasingly competitive. Due to the role of the internet and other factors, hotels are now making strategies relating to marketing and communication through internet technology (Jalilvand and Samiei, 2012). Studies signify that visitors, before making travel, first go through such sites that contain online user reviews. The studies have also found that of the visitors to reviews, around 84% go with their decisions influenced by the reviews or word of mouth (Jalilvand and Samiei, 2012).

For lesser-known hotels, online reviews have contributed to improving their credibility and awareness in the mind of the consumers. Hence, many research studies have investigated the effect of eWOM on consumer behaviour, and results have both asserted both aspects of results. The role of consumers preference relying on the reviews and experiences of their friends, families, and sometimes even stranger still have been found to impact the marketers because many marketers do not show the true story (Jalilvand and Samiei, 2012).

Therefore, underlying research is based on exploring the impact of eWOM in the specific context of Galaxy Casino Hotel Macau. The city of Macau amalgamates the culture of the east and west that was at one time controlled as a Portuguese community. The city is situated at a distance of one hour from Hong Kong by transportation. Guangdong, a rich province of China, provides Macau with an exclusive benefit of increasing demand in tourism. The Chinese government developed a new strategy to readapt Macau for enhancing its leisure and gamble place value to the world.

The strategy was developed after Macau was returned the authority to China in 1999. The hotel industry in Macau grew extensively, and Macau Census Bureau stated that the hotel rooms increased incredibly to 20,000 in 2012 from just 9000 in 2002. This tourism growth has also attracted many big gaming operators operating in Las Vegas towards Macau, naming MGM, Wynn and Sands for building a casino in the hotel. From being a travel and tourism place, Macau has now been shifted to one of the biggest gaming centres in Asia due to the efforts government of Macau, which opened the sector of gaming for various casino drivers.

Galaxy Casino, one of the profitable bidders, was licensed for gaming to function in Macau; Galaxy Casino is situated on the Cotai Strip of Macau, China.

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