How does the way we design hotels influence consumer brand experiences

2019 ◽  
Vol 9 (3) ◽  
pp. 331-348
Author(s):  
Rudin Beka ◽  
Enila Cenko
Keyword(s):  
Business Performance ◽  
Hotel Industry ◽  
Main Idea ◽  
Brand Experience ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Hotel Design ◽  
Proposed Model ◽  
Design Perspective ◽  
The Way

The influence that product design has on commercial success is undisputable. A considerable number of companies highly invest in creativity and design by forging partnerships with contemporary artists and design studios so as to create impressive commercial brands. Unusual design spaces are shaping our consumption experiences and influencing the way we evaluate and talk about brands. The main idea of this study is to approach customers’ brand experience from a design perspective. How can we bring empathy to customers within the hotel industry by using impressive design and how can we manipulate environmental design so as to enhance positive brand experiences? The research is focused on theoretical and practical work in the field of design and marketing, approaching a design perspective within the brand experience process. A detailed analysis is conducted on hotel spatial branding and a model has been constructed using pleasant emotions as mediators. The findings indicate that products with a focus on symbolic design are expected to have a higher customer brand experience. The proposed model can have practical and managerial applications in the area of environmental psychology, hotel design, branding strategy and integrated marketing communications where the recognition of design benefits will have a direct contribution to business performance.

scholarly journals Integrated marketing communications. The Coca-Cola Spain IMC model

2020 ◽  
pp. 18-31
Author(s):  
Francisco Suay
Keyword(s):  
Theoretical Perspective ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Marketing Manager ◽  
Marketing Department ◽  
The Way

In the development of the Integrated Marketing Communications (IMC), in these more than 30 years of evolution, multiple studies have been developed to understand the concept, its dimensions as well as the implication for consumers and companies. In this article we review the concept of the IMC taking a theoretical perspective and delve into each of its components. To complete the theoretical review, we analyze the dimensions that make up the IMC. One of the aspects that has received poor attention by the literature has been the involvement of consumers and how companies have adapted their marketing structures to this new concept. In this paper we look into the structure of the Coca-Cola company in Spain and how it has modified its working patterns to adapt to an IMC model, where the marketing manager himself is in charge of the IMC management. The marketing department has changed the structure, the methodology and the way of integrating internally and with the marketing providers to adapt to a strategy totally based on the IMC principles.

A FAST CHINESE CHARACTERS ACCESSING TECHNIQUE USING MANDARIN PHONETIC TRANSCRIPTIONS

1988 ◽  
Vol 02 (01) ◽  
pp. 105-137 ◽  
Author(s):  
C.C. CHANG ◽  
H.C. WU
Keyword(s):  
Main Idea ◽  
Chinese Characters ◽  
One To One ◽  
Hashing Function ◽  
Perfect Hashing ◽  
The Way

In this paper, we consider the problem of how to design a minimal perfect hashing function which is suitable for the Mandarin Phonetic Symbols system. Our main idea is inspired by Chang’s letter-oriented minimal perfect hashing scheme. By using our hashing function, 1303 Mandarin phonetic symbol transcriptions will be hashed to 1303 locations in the way of one-to-one correspondence.

Integrated marketing communications and social marketing

2015 ◽  
Vol 5 (3) ◽  
pp. 226-240 ◽  
Author(s):  
Stephan Dahl ◽  
Lynne Eagle ◽  
David Low
Keyword(s):  
Social Context ◽  
Social Marketing ◽  
Marketing Communications ◽  
Commercial Application ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Content Type ◽  
Body Of Knowledge ◽  
Health Related ◽  
Social Marketing Campaigns

Purpose – The purpose of this paper is to examine the view of integrated marketing communications (IMC) by social marketing practitioners. Specifically, the paper furthers the discussion how a symbiotic relationship between IMC and social marketing can lead to both practical improvements of health-related social marketing campaigns, as well as theoretical advancement of the IMC construct. Design/methodology/approach – Based on semi-structured, in-depth interviews with practitioners, the authors provide exploratory evidence for support for IMC within the social marketing community and highlight potential differences and similarities when transferring IMC from a commercial to a social context. Findings – Three main differences emerged when transferring IMC from a commercial to a social context. These include differences of customer-centric approaches between commercial and social marketing, the need to weigh out the application of IMC to the charity brand or the use of IMC at a behavioural level and, finally, different complexity levels of desired behaviour as a mediating factor. Research limitations/implications – As with all qualitative data, the findings may not be generalisable beyond the interview participants and organisations studied. Practical implications – Many practitioners expressed that they liked IMC as a concept, but they lacked guidance as to the application with a social marketing context. This paper contributes to providing this guidance and establishing a body of knowledge how IMC can be applied in a non-commercial setting. Originality/value – The paper contributes to the practical development of guidance how the largely commercially applied IMC construct can be modified to be used in a social marketing context, while correspondingly highlighting how IMC needs to evolve to grow beyond purely commercial application.

POSSIBILITIES AND LIMITATIONS FOR THE INTRODUCTION OF THE USALI STANDARD IN THE SLOVENE HOTEL COMPANIES

2001 ◽  
Vol 7 (1-2) ◽  
pp. 87-102
Author(s):  
Gordana Ivankovič ◽  
Nada Klobučar ◽  
Darjana Vidic
Keyword(s):  
Business Performance ◽  
Hotel Industry ◽  
Lodging Industry ◽  
Uniform System ◽  
The World ◽  
Principal Finding ◽  
Direct Use

Currently, Slovenia does not have the bases for the introduction of a uniform system of accounts for monitoring business performance in the hotel industry, called the USALI standard ("Uniform System of Accounts for The Lodging Industry"), which allows comparison of an individual hotel to similar hotels in a closer and wider area, has been the principal finding of the research ordered by the Slovenian Tourist Board and conducted by the Faculty of Economics, University of Ljubljana. The aim of the research was to examine the possibilities of the direct use of the USALI standard in Slovenia as well as about the necessary changes of the existing situation in the area of accounting records and other records in the hotel industry, so that the performance of the Slovene companies could be compared to the average of the hotel industry in the world, Europe and individual countries.

TECHNOLOGICAL TRANSFORMATION AND DIGITALIZATION OF HOTEL BUSINESS: OPPORTUNITIES AND PERSPECTIVES

2020 ◽  
Author(s):  
Iliya Ivanov ◽  
Keyword(s):  
21St Century ◽  
Hotel Industry ◽  
Digital Technologies ◽  
Digital Transformation ◽  
Technological Transformation ◽  
The World ◽  
Business Opportunities ◽  
Digital Generation ◽  
Scientific Report ◽  
The Way

At the advent of the 21st century, digital technologies have changed the way that hotel industry brings value to tourists around the world. The aim of this scientific report is to present the opportunities and perspectives for hotel business for digital transformation, as a crucial instrument for the growth of the industry and for meeting the needs of the new digital generation of consumers. With its potential, digital transformation is reshaping the industry, giving strategic advantages to companies focused on digital transformation of the business.

Bridging the Gap in IMC Education: Where is the Academy Falling Short?

2009 ◽  
Vol 13 (1) ◽  
pp. 73-81 ◽  
Author(s):  
Andrea J.S. Stanaland ◽  
Amanda E. Helm ◽  
Lance Kinney
Keyword(s):  
Planning Process ◽  
Holistic Approach ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Power Shifts ◽  
Media Type ◽  
Strategic Goals ◽  
Client Side

Integrated marketing communications isn't new, but it's gaining momentum as power shifts from the marketer to the consumer and as marketers recognize the power and efficiency of taking a holistic approach to engaging consumers… For too long, marketing functions have been vertically organized by media type. This siloed approach is mirrored on the agency side, with rewards based on discipline-specific P&L models. These silos must be torn down…The client-side strategic integrator must involve and lead a team of colleagues who have the responsibility, vision, understanding and commitment to engage in a media-agnostic planning process. And this team of enlightened marketers must be willing to let strategic goals-not historic patterns- drive budget allocations. –Bob Liodice, Advertising Age, June 9, 2008

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