Having metaphors beyond branding: evidence from a heritage hotel, Pera Palace

Abstract

ABSTRACT This study examined how some metaphoric historical events, endowed with an important background in literature, culture, policy, and art, contribute to the brand value for hospitality companies, with special reference to an iconic heritage hotel in the heart of Istanbul, Turkiye. Face-to-face interviews were held with hotel managers at different levels, journalist-authors interested in the subject, two well-known crime authors, and academicians; additionally, participant observation was used. This study is a rare attempt on the space metaphor and brand relationship in the field of accommodation. Metaphoric patterns in the study were formed by the time-place-history and human relationships. Findings showed that historical events witnessed by the hotel contributed to establishing a special brand name through metaphoric connection. This study contributes to the conceptualization of the relationship between the space metaphor and brand relationship in the field of accommodation.