2013 Vol. 5 (3)

Over the past two decades, Consumer Relationship Management (CRM) has been a strategic approach for most of the companies trying to figure out behaviour of the consumers. CRM was a convincing solution for the marketers to improve sales, conduct market research and to solve customer issues/problems. However, moments such as economic recession and social media revolution have had a significant impact on the consumer purchase process.

The public and the industrial sectors are increasingly concerned about implementing green practices. Apart from protecting the environment,
the green practices may affect the company itself. However, limited researches have focused on analysing the green practices in Hong Kong fivestar
hotels. As a result, this paper is to study the effectiveness of implementing green practices in the case study of InterContinental Hong Kong
Hotel. To achieve the purpose of the study, the author will first examine the relationship between brand image and consumer buying behaviour.
Then the author will observe how a green image of a hotel affects the consumer buying behaviour in order to understand whether the
consumers will be attracted to hotels with green practices.

Social Media is an emerging medium with many organisations turning to it to advertise the business. Marketers all over the world have noted
significant changes with the introduction of digital technologies. The use of these free marketing mediums has greatly impacted on the way
organisations advertise their products or services, especially during the economic uncertainty. From provisional research in the area, it was clear
that there was an absence of information relating to the impact on event organisations in Ireland. The aim of the study was then developed to
analyse the effectiveness of social media on event organisations and delve into the rationale behind the implementation of the social media plan.

Intermediary is one type of distribution channel. It is a third party to connect the businesses and the customers. The adoption of
distribution channel is hard and costly to be modified. Therefore, small firms are necessary to make the decision of selection carefully due to
their lack of working capital. The financial situation of small firms in Hong Kong is even worse due to the extreme high housing rental rate.
Groupon is a so-called deal-of-the-day intermediary website which has just expanded its service into Hong Kong.

Analysis of the effectiveness of the UNWTO and programme.
Nowadays the gap between rich and poor is getting bigger. That is the reason why tourism development is important for the local
communities in order to improve the local economy. Therefore the need for pro-poor tourism development is increasing, due to high poverty.
Analysing pro-poor tourism is important for getting an understanding about how tourism planning promotes a country, and how tourism
policies can be used to influence the tourists’ perception of a destination. Therefore, this study aims to assess the need of UNWTO’s pro-poor
tourism in South Africa. A secondary research has been conducted by collecting data from journal articles, books and other secondary theories

Food has evolved together with globalisation and so has the identities of nations which have made a name of themselves as tourists travel far
and wide to experience culinary specialties. This paper aims to look at what drives consumers to decide where to venture to and experience not
only the culture of the country but also to savour the culinary delights the country has to offer. Not only is this paper delving into the
motivations of individuals to travel, it relates it to a deeper scale in the sense of focusing on the latest form of culinary cuisine in the world:
Molecular Gastronomy.