The 2nd International Forum on China
Hotel Brand Development, which was co-organised by the SHTM and the School
of Business at Sun Yat-sen University, was successfully held in Guangzhou
from 9 to 10 May 2008 . Sponsored by the K Wah Group, the Forum provided
an excellent opportunity for industry leaders, academics and government officials
to exchange views on the development and management of hotel branding in
a rapidly developing market, thus providing impetus to the management and
continued success of such brands in China .
In the keynote presentations, Dr Anna Mattila
from the Pennsylvania State University talked about the ‘Branding
of Services', whilst
Professor Daniel Quan from Cornell University shared his thoughts on ‘Decisions
for Investment in Brands Using Lodging Property Derivatives' and
Professor Mike Davidson from Griffith University delivered a speech on ‘Internal
Marketing: A Foundation for Hotel Branding' . Mr Calvin Mak of the
Rhombus International Hotels Group spoke on ‘Branded
Hotels vs. Non-Branded Hotels', and Mr Frank Hou
of Jinling Hotels Management shared his views on ‘Hotel Chain Operations
and Development in China: From a Professional Hotel Management Company's
Perspective'. Panelists
engaged in the discussion of such topics as ‘Developing International
Hotel Brands in China', ‘Strategic Brand Development for
China's Domestic Hotels' and ‘Hotel and Tourism Education:
Developing Future Industry Leaders' .
In his opening speech, Professor Kaye Chon
reiterated the
School's appreciation for the industry's support of SHTM student development.
He emphasised that with the centre of gravity of the world's hospitality
and tourism industry having moved to Asia , the industry and the School will
need to work together even more closely to groom future talent for the hospitality
and tourism industry in Asia .
