University forum to discuss China branding

Two leading universities in Hong Kong and the mainland plan to host a major forum once again to discuss branding issues related to the hotel and tourism market in China, a market that is expected to surpass France as the world's leading visitor destination by 2014.

The second International Forum on China Hotel Brand Management in Guangzhou will be held from May 9 to 10 and aims to provide a platform for industry practitioners, academics and government officials to discuss the development and management of hotel branding.

The School of Hotel and Tourism Management at The Hong Kong Polytechnic University and the School of Business of the Sun Yat-sen University are co-organizing the event.

Kaye Chon, chair professor and director of The School of Hotel and Tourism Management, says his school is "uniquely positioned to play a leading role in facilitating the development of China's hospitality industry."

K Wah Group is sponsoring the forum for the second year. Issues such as hotel brand development and management, system establishment and crisis management, hotel brand development and management strategies are to be explored.

Leading figures in the hospitality industry from Hong Kong and overseas are expected to share their thoughts at various sessions.

The first international forum was co- organized by Polytechnic University in conjunction with the Shenzhen Tourism College at Jinan University and China Tourist Hotels Association last year.

The School of Hotel and Tourism Management is a leading provider of hospitality education in the Asia-Pacific region.

It is ranked fourth among the world's top hotel and tourism schools based on research and scholarship, according to a study published in the Journal of Hospitality & Tourism Research in 2005.

2008-04-26

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