Adopting “East Asian” cultures and themes in hotel branding: a study of the M. Mandarin

ABSTRACT

The M. Mandarin hotel has capitalised on a “East Asian” theme to differentiate itself in the Singapore hotel scene. It has employed “East Asian-ness” in its service-scape, through its supporting product, facilitating product, information, implicit and explicit services. The hotel has also adopted induction processes by which staff are orientated into its “East Asian” organisational culture. This case-study allows readers and students to assess to what extent an Asian hotel should exemplify its Asian roots and traditions, that would be most beneficial to the establishment.

KEYWORDS:

• Hotels
• marketing
• Asian-ness
• East Asia
• culture
• Singapore
• reconceptualise
• values
• hybrid
• eclectic

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

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