JAPAN MICE Sungsook Kang Dewey Kolb

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1 OTA E Abstract This study aims to analyze revenue management optimization as the USP (unique selling proposition) strategy of an exclusive ryokan (traditional inn) in Japan. Considering that global OTAs (online travel agents) control market shares without any exception, a search through the distribution channels enabled an update on the market trends of individual leisure travelers and the market mix. The study describes a unique service design and marketing management for each property to accomplish the best performance. USP Keywords : USP strategy, Ryokan, In-bound tourism, Resort USP

2 JAPAN MICE Sungsook Kang Dewey Kolb

3 Classement des hebergements touristiques Development durable EU WHR AAA

4 MICE

5 E OTA OTA OTA Bill Carol ADR RevPAR

6 m SPA Kang

7 ADR RevPAR

8 RevPAR MICE MICE OTA OTA kiwi collection.com OTA Langeard, Bateson, Lovelock, Eiglier servuction A E 4WD m

9 Service Marketing: New Insights from Consumers and Managers, SPA SP ILTM Japan BtoB Relais

10 et Chateaux Ryokan Collection Facebook, twitter Google+ DM E OTA E

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13 RevPAR Sungsook Kang pp Key Figures of French Tourism France Diplomatic Ministry of Foreign Affairs and International Development, http : // tourism-a-major-french-asset/article/key-figuresof-french-tourism les-engagements-cles#les hôtels de tourisme law.e-gov.go.jp/htmldata/s24/s24ho279 Bill Carol (2011), Demand Management in Evolving Market Channels, The Cornell

14 School of Hotel Administration, pp pp pp pp Langeard, Eric, John E. Bateson, Christopher H. Lovelock and Pierre Eiglier (1981), Service Marketing: New Insights from Consumers and Managers, Cambridge, MA: Marketing Science Institute Raymond P. Fisk,StephenJ.GroveandJoby John (2004), Interactive Services Marketing pp Bill Carol (2011), Demand Management in Evolving Market Channels, The Cornell School of Hotel Administration. Cathy H.C. HSU Tom Powers (2002), Marketing Hospitality, John Wiley & Sons, Inc. Jean-Noël Kapferer ( 2004 ) Les marques àl épreuve de la pratique, John Beach & Simon Chadwick (2006), The Business of Tourism Management, Prentice Hall. Michael C. Sturman, Jack B. Corgel, and Rohit Verma (2011), The Cornell School of Hotel Administration on Hospitality Cutting Edge Thinking and Practice, Cornell University School of Hotel Administration. Philip Kotler, John Bowen, James Makens (2003), Marketing for Hospitality and Tourism PEARSON Education Japan. Raymond P. Fisk, Stephen J. Grove and Joby John (2004), Interactive Services Marketing Roger C. Parker (2000), Relationship Marketing on the Internet, Adams Media Corporation. Romain RISSOAN (2012), Réseaux sociaux, Editions ENI. Stowe Shoemaker, Robert C Lewis, Peter C Yesawich (2011), Marketing Leadership in Hospitality and Tourism, Strategies and Tactics for Competitive Advantage, Prentice Hall. Stowe Shoemaker (2011), Strategic Pricing for Hotels Leveraging Consumer and Marketing Knowledge to Enhance Revenue, The Cornell School of Hotel Administration. Sungsook Kang DIAMOND Johan Magretta (2014) Why Business Models Matter DIAMOND The Science of Sensory

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