Compelling Brand Storytelling for Luxury Hotels

Keywords

brand storytelling; consumer loyalty; luxury hotels

Abstract

In a world of hyper-competition due to increased brand choices, hotel marketers invest in servicescape, location, employee training, and advertising to cultivate consumer loyalty (Aaker, 2014; Luck and Lancaster, 2013). Nevertheless, consumers experience confusion in distinguishing brands within the luxury hotel industry (So et al., 2013; Kim et al., 2008). Luxury hotels typically focus more on the quality of hotel facilities and services as a competitive advantage (Shanka and Taylor, 2004). Luxury hotels need to consider a more effective way to showcase their brands in their servicescapes because this segment of consumers tends to spend more time examining the servicescape during their stays (Mossberg, 2008). How luxury hotels present and deliver their brand stories can have a direct effect on consumers' hedonic experience and satisfaction with their hotel stay (Wakefield and Blodgett, 1994). Therefore, it is time to adopt a different approach to compelling brand storytelling to build a strong identity like those of cult brands (Atkin, 2004).

Publication Date

1-1-2018

Number of Pages

22-29

Document Type

Article

Language

English

Source Title

International Journal of Hospitality Management

Volume

74

College

Rosen College of Hospitality Management

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