The Investigation of the Strategies of Embedding Elements of Local Culture into Marketing Activities in the Hospitality Industry Based on a Case Study of Emirates Palace, Mandarin Oriental

Abstract

Many hotels are now seeking brand differentiation to improve competitiveness in the modern market, strategies are diversified, but a localization strategy of embedding elements of regional culture into marketing activities is popular amongst an array of hotels. The strategies of Emirates Palace, Mandarin Oriental, a luxurious hotel in Abu Dhabi, are investigated in this research to provide an authoritative example worth studying by hotel managers. The aspects investigated include using Arabic elements during the design of the architecture, creating repast experiences that emphasize the distinction and hospitality of the hotel, designing uniforms to highlight the culture of the hotel, and operating boutiques that provide memorable souvenirs facilitating revisits and word-of-mouth advertising. Several suggestions are then made. First and foremost, to provide more information regarding the local culture in architecture and cuisines. Moreover, moderately internationalize cuisines so that they would be more acceptable to customers. Furthermore, exploit high-quality and premium-priced souvenirs to emphasize the luxury and cultural DNA of the hotel. Last but not least, design unique, efficient, and easy-to-recognize uniforms for employees in different departments.