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

Chun Hung Roberts Law, Candy Ng

Research output: Journal article publicationJournal articleAcademic researchpeer-review

8 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)21-38
Number of pages18
JournalAsia Pacific Journal of Tourism Research
Issue number1
Publication statusPublished - 1 Feb 2011


  • Cheung chau
  • Hong kong
  • Hotel
  • Small and medium-sized enterprise

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management


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