The incorporation of Mainland Chinese tourists' experiences into the Taiwan hotel branding process

PurposeThe purpose is to understand the importance of brand experience in the Taiwan hotel branding process; also, this study is to investigate the moderating effect of brand experience on the relationship between brand positioning and non-financial brand performance in Taiwan upscale hotels, focusing on mainland Chinese tourists.Design/methodology/approachThe structural equation modeling (SEM) analysis was used to conduct questionnaire analysis. This study examined data collected from Chinese tourists who stayed at Taiwan upscale hotels.FindingsThe brand experience of an upscale hotel brand can affect its brand image, product attributes, brand loyalty and customer satisfaction. By investigating the moderating effect of brand experience, the study revealed the brand image perceptions of hotel guests with a positive brand experience to significantly influence non-financial brand performance. The product attribute perceptions of hotel guests with a more positive brand experience were also found to have a more significant effect on nonfinancial brand performance.Originality/valueIn the highly competitive hotel industry, the application of brand experience to marketing practice has drawn much industry attention. There is a strong possibility that upscale hotel companies will eventually find value in adopting the measurement instruments and suggestions presented here to assess and guide their marketing practices.

Hotel Branding Exposed: a Content Analysis of Related Organisational Values

Background/Purpose: This paper explores how organisational values can help to understand the interlinks of hotel brands and their hotel rating. The study assumes that the importance of organisational values in the service sector represents one of the key components of both growth and development of an organisation. Methods: Conceptual content analysis was used on the dataset of organisational values found on websites of the top 100 European hotel brands. Advanced network analytic procedures were applied to identify clustered dimensions of organisational values among various hotel brands. Results: Results identified shared organisational values among hotel brands clustered into four predominant dimensions: entrepreneurial, stakeholders, moral, and tradition. The study confirmed wide content variability of organisational values within the hotel brand industry. Conclusion: The cluster analysis identified clusters of the most important words from values statements, concluding that hotel brands highly value “entrepreneurial” and “ethical” clusters. The island analysis approach on hotel brands’ level also reveals that organisational values in this sector are determined by many factors, including the scale and market positioning. Our study provides theoretical and practical implications to hotel brand strategists in order to better understand their current and desired sector position.

The Impact of Information Technology and Sustainable Strategies in Hotel Branding, Evidence from the Greek Environment

Information Systems, Sustainable Development and Hotel Branding are the main study areas of this specific research. In recent years, many technologies have been which have started to be implemented in the hospitality industry, but the full potential of these technologies has not yet been analyzed in order to understand how they could help companies to develop branding strategies and increase the customer’s loyalty and business performance. Moreover, due to the pandemic crisis due to COVID-19, hotel companies have to manage a new crisis, which affects both the economic and social pillars of their sustainable development. Therefore, the hospitality industry must be more flexible in adopting information technologies and sustainable philosophies, firstly for their own survival and secondly to strengthen their position inside the task environment. The methodology approach was based both on the literature review and qualitative methodology, which was conducted through questionnaires. The aim of this research is to analyze the above concepts and see how this combination could lead the hotel companies to develop a competitive advantage inside their task environment. The findings of this research concern the region of Greece. They reveal that there is a strong correlation among the above concepts, and each company should start to adopt sustainable philosophy, use information technologies, and develop new branding strategies.

Generation Influences Perceived Coolness But Not Favorable Attitudes Toward Cool Hotel Brands

Although cool brands are increasingly popular in the marketplace, there is scant research examining generational differences in consumers’ coolness perceptions. To address this gap, the present research investigates consumers’ perceived coolness of hotels and the consequent brand attitudes among four generations of consumers. Our findings suggest that perceived coolness of a hotel brand varies across generations. Baby Boomers’ perceptions of cool hotels are different from younger generations including Gen Z, Millennials, and Gen X. However, all generations show positive attitudes toward hotel brands that they recognize as cool due to perceived autonomy. This research contributes to the hospitality literature on hotel branding. Managerial implications for hospitality marketers are discussed.

Global or local brand? Hotel selection in global travel context

Purpose This study aims to investigate how and why traveling consumers choose globally branded/operated, instead of locally branded, hotels when traveling to another country. Design/methodology/approach Building on signaling theory, the authors conceptualize a model to explain the consumer process of selecting global hotel brands and test the model empirically with South Korean international consumers through a self-administered survey. Findings The data support the relationships of selected brand signals, such as brand credibility, brand liability, decision heuristic and anticipated satisfaction, with brand attitude and purchase likelihood. Practical implications The results imply how global hotel brand managers could enhance the effect of global hotel branding on the consumer’s hotel choice. Originality/value The study adds to the literature by proposing a new, empirically supported model of global branding for the tourism and hospitality industry.

Perceptions on Online Reputation Management in Tourism Industry (The Case of a Romanian Hotel)

Online reputation management plays a significant role in tourism industry, as tourists are more and more interested to express their opinions about their experiences with their circles of friends. The rise of pure players such as Booking.com, TripAdvisor, Travelocity, as well as the connection of hotels’ clients on social mention websites make the hotel management teams aware of the necessity to build a customer feedback observatory, especially in online environment.This research explores the effects of the positive, respectively negative reviews on the image of GRAND ORIENT hotel of Brăila, which have a strong impact on this brands’ success in online social networks. Factors with greatest influence in what concerns choosing the services offered by the hotel, the degree of interaction between the respondents and different sites which promotes reviews of hotel services and the methods through which this hotel might stimulate its customers to post reviews are also addressed by this study.The main contribution of the study reflects that online reputation management has a significant positive effect on hotel branding strategies, as the customers are empowered to share their opinions regarding their experiences on a wide variety of social-media networks.