Dimensions in Building Brand Experience for Economy Hotels—A Case of Emerging Market

经济型酒店品牌体验的设计要素 — 一个新兴市场的案例

Bibliographic Data

ID12974769
AuthorsJian Zhang (0000-0001-7681-8747, Schlumberger (Ireland), corresponding author), Liping A Cai (0000-0003-3346-906X), Raphael R Kavanaugh
Year2008
Volume4
Issue1
Pages61-77
Publication date2008-08-01
Open AccessNo
TypeARTICLE
VenueJournal of China Tourism Research (JOURNAL)
Journal identifiersISSN: 1938-8160 • E-ISSN: 1938-8179
PublisherTaylor & Francis (PUBLISHER • GB)
DOI10.1080/19388160802099782
OpenAlexW1943823454
LanguageEN
Citations received3
References cited19

This article proposes a framework of brand experience as a competitive differentiation strategy for economy hotels using the emerging market of China as a case. The study delineates the elements that are critical in designing economy hotel brand experience through (1) an integrated review of marketing and management theories in relation to brand experience and competitive strategies, (2) a synthesis of extant empirical literature on service branding, and (3) a series of in‐depth personal interviews with the managers of economy hotels in China. The results reveal how an experience should be built on the concept of the dialectical context of themed activities, physical environment, active participation, and social interactions of employees and customers. 本研究以中国市场为例, 提出经济型酒店未来竞争策略 —“品牌体验” —的设计框架与要素。通过以下三方面的研究探求,淬取了经济型酒店品牌体验的设计要素::1)综述了与品牌体验和竞争战略相关的市场学和管理学文献;2)外延和综合了服务业的量性研究;3)进行了一系列与中国经济型酒店经理人的深度访谈。研究结果表明,“品牌体验” 应架构于品牌主题活动、物质环境及员工顾客互动的交叉情境中

Brand management · Business · China · Competitive advantage · Context (archaeology · Emerging markets · Empirical research · Experience economy · Extant taxon · Tourism · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Marketing

Tools

Open DOISci-HubOpen Access