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8/8/2019 Sustainable Hotel Management in Penang
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Sustainable HotelSustainable Hotel
Management in PenangManagement in Penang
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ContentsContents
Executive Summary Executive Summary
Situation AnalysisSituation Analysis
Competitive AnalysisCompetitive Analysis
Problem and OpportunitiesProblem and Opportunities ObjectiveObjective
Campaign BudgetCampaign Budget
Advertising Strategy Advertising Strategy
Media Strategy Media Strategy Sales promotion Strategy Sales promotion Strategy
Campaign EvaluationCampaign Evaluation
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Executive SummaryExecutive Summary
Penang is a great tourist attractionPenang is a great tourist attraction
Various tourists come to Penang Various tourists come to Penang -- Japan, Middle Japan, Middle
East, Europe, Australia, US and localsEast, Europe, Australia, US and locals Therefore plenty of strategies and efforts are Therefore plenty of strategies and efforts are
invested to develop and promote the industry invested to develop and promote the industry
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What is Sustainable Hotel What is Sustainable Hotel
Management?Management?
Hotel management which incorporates itsHotel management which incorporates its
environmental responsibility towards itsenvironmental responsibility towards its
stakeholders, combined with a strive for profitstakeholders, combined with a strive for profit
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Situation AnalysisSituation Analysis
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Penang is a tourism destination rich with nature,Penang is a tourism destination rich with nature,
diverse culture and people , variety of foods,diverse culture and people , variety of foods,
festivals, beaches, historical buildings, attractivefestivals, beaches, historical buildings, attractiveparks and plenty moreparks and plenty more
It also enhances and helps to develop otherIt also enhances and helps to develop other
industries and businesses, as tourists spendindustries and businesses, as tourists spend
money outside the tourist industry money outside the tourist industry
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Competitive AnalysisCompetitive Analysis
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There are other tourist destination which provide There are other tourist destination which provide
similar attraction like Penang in Malaysian and also insimilar attraction like Penang in Malaysian and also in
the Southeast Asian regionthe Southeast Asian region
Most of the places offer substitutable or betterMost of the places offer substitutable or betterattractions, such as great beaches, nature, parks, jungle,attractions, such as great beaches, nature, parks, jungle,
historical buildings, local culture and tradition.historical buildings, local culture and tradition.
Therefore it is important for Penang tourism and hotel Therefore it is important for Penang tourism and hotelindustry to have a unique selling point to attract touristindustry to have a unique selling point to attract tourist
from foreign countries and also within Malaysiafrom foreign countries and also within Malaysia
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The Hotel Industry The Hotel Industry
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There are many hotels in Penang There are many hotels in Penang
Various rate 5 stars up to budget hotels, inns Various rate 5 stars up to budget hotels, inns
and domesand domes Sustainable Management is applicable for every Sustainable Management is applicable for every
type of hotel, and every hotel is able to savetype of hotel, and every hotel is able to save
costs through its adoptioncosts through its adoption
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A hotel industry depends heavily on its location A hotel industry depends heavily on its location
As a location, Penang seems to lose ground. Hotel As a location, Penang seems to lose ground. Hotel
industries, owners and managements should lay out aindustries, owners and managements should lay out a
new strategy or create a new selling pointnew strategy or create a new selling point
This would help tourist to select Penang as their This would help tourist to select Penang as their
favorite vacation destinationfavorite vacation destination
We suggest a sustainable hotel management campaign. We suggest a sustainable hotel management campaign.
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Problem and OpportunitiesProblem and Opportunities
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ProblemsProblems
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Such courses needs firm decision by the hotelSuch courses needs firm decision by the hotel
owners and high level of implementation by theowners and high level of implementation by the
hotel management.hotel management.
Mostly through voluntarismMostly through voluntarism
Involve cost, capital investment, time andInvolve cost, capital investment, time and
human resourceshuman resources
Bottom line is: if it·s not profitable, it·s not being Bottom line is: if it·s not profitable, it·s not being
implementedimplemented
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OpportunitiesOpportunities
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R educe operating costs (improve profitability!)R educe operating costs (improve profitability!)
R educe environmental impact:R educe environmental impact:
Sustain and protect the Penang tourist industry as a wholeSustain and protect the Penang tourist industry as a whole
Market opportunity: apply to the growing demand forMarket opportunity: apply to the growing demand for
environmental products and services (USA, EU)environmental products and services (USA, EU)
Create a firstCreate a first--mover advantage, as being on of the first touristmover advantage, as being on of the first tourist
destinations to apply sustainable managementdestinations to apply sustainable management
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ObjectiveObjective
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Create awareness about these opportunitiesCreate awareness about these opportunities
among hotel owners, hotel management, hotelamong hotel owners, hotel management, hotel
associations in Penang associations in Penang
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Communication objectiveCommunication objective
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To address the agenda or issue to the hotel To address the agenda or issue to the hotel
owners, hotel management, hotel association inowners, hotel management, hotel association in
Penang Penang
To understand what is sustainable hotel To understand what is sustainable hotel
management and how to practice itmanagement and how to practice it
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Advertising objective Advertising objective
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To educate hotel owners, hotel management, To educate hotel owners, hotel management,
hotel association in Penang about sustainablehotel association in Penang about sustainable
hotel managementhotel management
Create awareness among the tourism industry Create awareness among the tourism industry
players and also the public (tourists andplayers and also the public (tourists and
community)community)
To create a sustainable hotel management norm To create a sustainable hotel management norm
in the society in the society
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Media StrategyMedia Strategy
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Focus on multi media strategy, television ads, radio add,Focus on multi media strategy, television ads, radio add,
print ads, internet ads and some new mediaprint ads, internet ads and some new media-- hotelshotels
playersplayers
A bigger role should be played by the federal and state A bigger role should be played by the federal and stategovernment: more adds on billboards, governmentgovernment: more adds on billboards, government
official web page, and more programs that emphasizing official web page, and more programs that emphasizing
on sustainable hotel managementon sustainable hotel management
Some incentive and recognitions to the hotel whichSome incentive and recognitions to the hotel which
pursues the sustainable hotel management actively pursues the sustainable hotel management actively
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Sales promotion StrategySales promotion Strategy
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GovernmentGovernment
Government must and those regulators should:Government must and those regulators should:
MonitorMonitor
Implement strict rules and regulationImplement strict rules and regulation Provide consultancy regarding the practice of Provide consultancy regarding the practice of
sustainable hotel managementsustainable hotel management
More programs to educate and create awarenessMore programs to educate and create awareness
among the hotel players and publicamong the hotel players and public
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Hotel PlayersHotel Players
apply ´green aspectµ in their businessapply ´green aspectµ in their business
Create or adapt services and products with moreCreate or adapt services and products with more
´greenµ features´greenµ features Invest in environmental friendly physicalInvest in environmental friendly physical
infrastructure , products and systeminfrastructure , products and system
Educate employee to apply in the daily work Educate employee to apply in the daily work Develop ¶green· rules and regulation as a guideDevelop ¶green· rules and regulation as a guide
line for customers as wellline for customers as well
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Campaign E valuationCampaign E valuation
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The practice and awareness level among the hotel The practice and awareness level among the hotelindustry player it self to sustainable hotel managementindustry player it self to sustainable hotel managementis very low.is very low.
This is due to much other barriers such as operation This is due to much other barriers such as operationand investment cost, lack of support from theand investment cost, lack of support from theregulators and policy makers, and many moreregulators and policy makers, and many more
Only a hand full hotel in Penang x. ShangriOnly a hand full hotel in Penang x. Shangri--La·s R asaLa·s R asa
Sayang hotel obtains ISO 14001 certificate which wereSayang hotel obtains ISO 14001 certificate which weregiven prior to they·re systematically dealt withgiven prior to they·re systematically dealt withenvironment management issues.environment management issues.
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Adding this sustainable hotel management nuance to Adding this sustainable hotel management nuance to
the Penang hotel industry would definitely add anthe Penang hotel industry would definitely add an
unique selling point and value to the hotel industry inunique selling point and value to the hotel industry inPenang.Penang.
Developing Penang's tourism industry would bring Developing Penang's tourism industry would bring
more income to the Penang state and for the peoplemore income to the Penang state and for the people
lives here. This would open a lot of new opportunity tolives here. This would open a lot of new opportunity to
enhance the financial and economy growth.enhance the financial and economy growth.
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Therefore, this sustainable hotel management Therefore, this sustainable hotel management
should be taken seriously by the hotel industry should be taken seriously by the hotel industry
players, state and federal government, NGO·splayers, state and federal government, NGO·s
and the masses in Penang.and the masses in Penang.
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