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Research Proposal - Shangri-La Hotel in London in 2012: How Shangri-La brand could likely to thrive in London through its brand standards?

Tourism Mgt Proposal

Shangri-La Hotel in London in 2012


Proposed Project Title/Broad Question:

The working title of the study is initially drafted as Shangri-La Hotel in London in 2012: How Shangri-La brand could likely to thrive in London through its brand standards?

Brand management is one aspect of tourism management that is often overlooked. Brand can serve as the shorthand summaries or reminders of the experiences and good feelings consumers can have with a brand. Consumers are increasingly in search of experiences wherein they would base their loyalty. Brands standards are then the epitome of the richness of experience the Shangri-La hotel can provide its customers. Set of standards are observed and experienced. For instance, an example of the brand standard of Shangri-La hotel is

When people see this logo, what would they expect of the service? What would they expect of the Shangri-La brand then?


Research Questions:

            The key question that will be answered in this study is: What are the existing brand standards at Shangri-La? If these will be applied in London, will it be successful?

1)    What does the Shangri-La brand embodies? How does this relate to Shangri-La hotel’s brand promise?

2)    How the brand standards at Shangri-La hotel differentiate the hotel from other five star hotel brands in London?

Keywords or Search Terms:

            Brand standard, Shangri-La hotel, brand promise, five star hotel

Literature Sources Searched:

Bhatia, A K 2006, The Business of Tourism: Concepts and Strategies, Sterling Publishers.

Buhalis, D & Costa, C 2006, Tourism management dynamics: trends, management and tools, Butterworth-Heinemann. 

Evans, N, Campbell, D & Stonehouse, G 2003, Strategic management for travel and tourism, Butterworth-Heinemann. 

Rutherford, D G & O’Fallon, M J 2007, Hotel management and operations, John Wiley and Sons.

Which research approach and methodologies are you likely to use and why?:

As such, realism will be the research philosophy that will govern the research since “the way things run depends on each individual perspective though there are categories which are common and should be taken into account. Accordingly, inductive approach is chosen since it focuses more on building theories instead of testing them. The characteristics of the inductive approach which are: emphasizes gaining an understanding of the meanings humans attach to events, focuses on a more flexible structure to permit corrective actions and emphasizes qualitative data use yet less concern with the need to generalize. 

            Because the research will operate in a cross-sectional manner, the researcher will collect data on more than one case using questionnaires to facilitate an in-depth analysis of the data acquired. Since the research is also exploratory and inductive, majority of the data will be qualitative data. Qualitative research because it relies on the researcher as the primary research instrument for data collection and analysis; naturalistic, real-world settings and employs inductive strategies as its essential characteristics. In addition, the qualitative research is a holistic approach whereby it seeks to understand the whole picture of the social context under investigation.   

Primary data will serve as the providers of insights, views and respondents’ conception of different phenomenon relating the subject matter. Questionnaires will include ranking, open-ended and hypothetical questions. To add breadth and depth to the research, secondary data will also be utilized and will be presented in the literature review section of the actual document.

Problems/Issues identified so far:

            Perceptions about brand standards will be taken from the perspectives of the Shangri-La hotel clients and not from the management’s perspective. A brand refers to the characteristics, tangibles and intangible that makes an organization unique. Brand standards therefore represent the organizational usage of brand characteristics and attributes including symbols, colors and logo. These are confidential information that the Shangri-La hotel management do not wish to disclose.    

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