Marketing strategies for small hotels: The case of Cheung Chau in Hong Kong

This study investigates the marketing practices of small hotels in Cheung Chau, an outlying island in Hong Kong. Potential customers' perceptions of a hotel and a guesthouse in Cheung Chau are analysed to provide recommendations for future marketing practices of the local hotel industry. Empirical findings show the hotel and guesthouse are dominated by domestic and couple markets. Effective free promotion strategies are undertaken by the guesthouse; whereas the hotel promotes itself by paid advertisements, although the effectiveness seems low.