Hotel Brand Research Articles

Sarcasm detection in hotel reviews: a multimodal deep learning approach

酒店评论中的讽刺检测：一种多模态深度学习方法研究目的本研究通过分析酒店评论文本和图像之间情感特征的不一致性来检测消费者的讽刺。研究方法本文提出了一种基于多模态深度学习的讽刺检测模型, 使用从两个旅行平台收集的三个酒店品牌的评论, 该模型能够识别模态内部和模态之间的情感不一致性。利用图神经网络（GNN）探索文本-图像交互信息, 以检测讽刺情感中的关键线索。研究发现研究结果显示, 多模态深度学习模型优于其他基线模型, 这有助于理解酒店服务评估, 并为酒店经理提供决策建议。研究创新该研究可以在两方面帮助酒店业者：检测服务质量和制定策略。通过选择参考酒店品牌, 酒店业者可以更好地评估其服务质量水平（随之而来的是最佳资源分配）, 因此, 讽刺检测研究不仅有助于寻求提高服务质量的酒店经理。本研究介绍的多模态深度学习方法可以在其他行业复制, 帮助旅行平台优化其产品和服务。

THE FACTORS OF CUSTOMER EXPERIENCE THAT AFFECT LOYALTY AT NOVOTEL HANOI THAI HA HOTEL, VIETNAM

Customer experience is gradually becoming important in improving the efficiency of hotel business operations because it contributes to attracting, retaining customers and increasing loyalty to the hotel. Loyalty plays an important role in creating a competitive advantage and increasing hotel brand value. Therefore, this research has built a model to evaluate experiential factors that affect customer loyalty at Novotel Hanoi Thai Ha Hotel. This research uses secondary data collection methods and expert interviews to determine the evaluation model. The method of surveying customers using questionnaires to collect opinions on the effect of their experiences when using the service has contributed to increasing their loyalty to the hotel. These data were processed quantitatively using SPSS 25.0 software to test Cronbach's Alpha reliability and EFA exploratory factor analysis. Pearson correlation and linear regression analysis show that the factors of customers' experience at Novotel Hanoi Thai Ha Hotel, such as service product, quality service, service price, brand image, service space, customer loyalty program and customer care are all positively affect their loyalty. Among them, service product factors have the strongest effect, and customer care has the least effect on loyalty. This research is the scientific basis for hotels to refer to when proposing solutions to improve customer experience and increase loyalty. At the same time, the established model can also be applied to studies on the effect of experience on customer loyalty in hotel businesses.<p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/soc/0771/a.php" alt="Hit counter" /></p>

Corrigendum to “[How about meeting Fernando Pessoa? A journey into hotel brand anthropomorphism and personality on social media

Corrigendum to “[How about meeting Fernando Pessoa? A journey into hotel brand anthropomorphism and personality on social media

The Impact of Technological Competence and Service Innovation Implementation on Brand Equity: A Case Study of Hotel Industry in Vietnam

This paper aims to propose and investigate two new antecedent factors (Technological competence and service innovation implementation) that affect hotel brand equity development in the context of the hotel. Questionnaire data were collected from 215 domestic tourists who have traveled to at least one experience using service to stay at 4-5 star hotels. The results of empirical tests using a structural equation model support the research hypotheses. The findings support direct positive links between technological competence, service innovation implementation, and the dimensions of brand equity, as well as the positive relationship between overall brand equity and its dimensions, except for the effect of destination brand awareness. Finally, relevant implications are provided for destination marketers to improve hotel brand equity in the tourism industry.

Using machine learning methods to predict future churners: an analysis of repeat hotel customers

Purpose This study aims to predict customer churn in resort hotels by calculating the churn probability of repeat customers for future stays in the same hotel brand. Design/methodology/approach Based on the recency, frequency, monetary (RFM) paradigm, random forest and logistic regression supervised machine learning algorithms were used to predict churn behavior. The model with superior performance was used to detect potential churners and generate a priority matrix. Findings The random forest algorithm showed a higher prediction performance with an 80% accuracy rate. The most important variables were RFM-based, followed by hotel sector-specific variables such as market, season, accompaniers and booker. Some managerial strategies were proposed to retain future churners, clustered as “hesitant,” “economy,” “alternative seeker,” and “opportunity chaser” customer groups. Research limitations/implications This study contributes to the theoretical understanding of customer behavior in the hospitality industry and provides valuable insight for hotel practitioners by demonstrating the methods that facilitate the identification of potential churners and their characteristics. Originality/value Most customer retention studies in hospitality either concentrate on the antecedents of retention or customers’ revisit intentions using traditional methods. Taking a unique place within the literature, this study conducts churn prediction analysis for repeat hotel customers by opening a new area for inquiry in hospitality studies.

Kegiatan Komunikasi Pemasaran Dalam Meningkatkan Brand Awareness di Kota Semarang

MG Setos Hotel Semarang is facing a variety of obstacles to survive in the midst of the new normal conditions induced by the COVID-19 epidemic. Travel constraints, health concerns, and social isolation have all contributed to a considerable drop in overnight visitors. This has the potential to damage the hotel's revenue and financial stability. Hotels must maintain a high level of service and visitor experience despite current constraints. A hotel's reputation can benefit from providing good service throughout the new normal. As a result, it is critical for the management of MG Setos Hotel Semarang to plan ahead of time and innovate in order to address the challenges that have arisen. The purpose of this study is to determine how MGSetos Hotel Semarang can boost brand recognition by using the Integrated Marketing Communication (IMC) approach. This study employs qualitative research methods such as interviews, observations, and documentation to acquire data. The triangulation of sources, procedures, and time ensures the veracity of the data employed. According to the research findings, MGSetos Hotel Semarang has created an integrated marketing communication plan to improve brand awareness, however its implementation has been subpar. Using this method can raise hotel brand awareness in the community even if it is not presently at the forefront of people's minds. This study has substantial practical implications for hospitality firms operating in unpredictable times.

How about meeting Fernando Pessoa? A journey into hotel brand anthropomorphism and personality on social media

Competition in the hospitality industry is fierce and hotels need to enhance guest engagement in order to remain competitive. Building brand anthropomorphism (BA) and personality is acknowledged as a marketing strategy for achieving this goal. More and more, this engagement is taking place online, with hotels’ social media playing a critical role in the process. However, it is acknowledged that there is scarce knowledge on how hotels build BA and personality in online settings. Accordingly, this research aims at examining the implementation of BA and personality in hotels adopting a qualitative approach, by focusing on the study of the case of Lisboa Pessoa Hotel (Portugal) and its use of social media for this purpose. Netnography was applied in the analysis. Results provide evidence that developing BA and personality are strategies with the potential to increase guest engagement. As implications, hotel managers are recommended to attend to the need of humanising their hotel brand. This study is one of the first to examine implementation of hotel BA and personalisation through social media.

Instagram as a Digital Marketing Tool of a Hotel Brand

Social media marketing is increasingly seen as one of the main ways of communicating with consumers, platforms where visual content is the main form of communication, such as Instagram. The human brain is programmed to not only pay attention to individual resources, but also to the stories that these resources tell. Stories allow humans to relate, inspire, motivate, and often be persuaded, because they mix information with emotion. In marketing, this concept of storytelling focuses mainly on details of a brand's branding. Therefore, although content shared on social networks can reach a large audience, that same content can be abandoned in the same instant, and so marketers must consciously create content that is relevant and interesting to their target audience, that tells the story of the brand and that engage the target audience with the brand. The presence of hotel units on social media, particularly Instagram, is increasingly seen as one of the main tools in the hotel industry's digital strategy. This exploratory study evaluates the role of visual marketing by analyzing how it can impact the performance of Instagram posts from a five-star hotel group brand in the city of Porto, Portugal. 77 Instagram posts were analyzed according to the following categories: day of the week of publication, content creator, engagement dimensions (number of likes, number of comments and number of hashtags), presence of people, topic, visual content analysis method (objects identified and predominant tone), color (description of color and tone) and finally, storytelling (the presence of storytelling in the publication and the type of story). The Google Vision API platform was used to analyze the visual content and color of all the publications collected. This study reveals that hotels should analyze the colors, type of stories, photographic content and topics that have the most positive effect on consumers - making the most of the interaction with consumers, leading them to make a reservation at the hotel. In this sense, the main aspects of visual marketing that are most effective are suggested, in terms of color, topic and storytelling, as well as identifying good visual marketing practices.

The Implementation of Fire Disaster Mitigation at Harris Vertu Hotel Jakarta

Purpose: This research aims to find out and explain how the Harris Vertu Jakarta hotel is implemented in dealing with disasters that are likely to occur, especially fire disasters, disasters are something that cannot be predicted, and knowing how to deal with disasters is one of the skills that is needed in the hotel industry. because it is an obligation to make hotels safe from the threat of disasters, there are three types of disasters, natural disasters, non-natural disasters, and social disasters. In this research, researchers will conduct research related to non-natural disasters at the Harris Vertu hotel, namely fire disasters. Reseach metods: This study used qualitative-descriptive research techniques that used observation, interviews, and documentation to collect data. The samples of this study is HR Director, Chief Security, and Chief Engineer. Then the results of the data collected will be described descriptively. Result and discussion: The haris Vertu Hotel Jakarta has prepared the staffs to face disasters from the first day the staff worked at the Harris Vertu hotel where on the first day of work they were immediately given a full day of training, usually the training is given by HRD about hotel brands, executive chefs about hygiene, Chief Security about how to respond to disasters. In addition to the training provided on the first working day of the Harris Vertu hotel, it is also routine to conduct training every three months on how to deal with disasters if at any time they occur at the Harris Vertu hotel, things to do when disasters occur and how to use the tools used to deal with disasters.Harris Vertu Hotel also routinely conducts simulations every four months for all its staff, in the simulation each staff is given the opportunity to use all the equipment used to deal with disasters, besides that Hrris Vertu hotel also collaborates with outside parties to carry out this simulation, such as by ambulance, and fire department. Implication: This study focuses to answer the following questions: 1) How does Harris Vertu Hotel prepare for natural disasters, 2) How does Harris Vertu Hotel prepare its staff to face natural disasters. Keywords: Hotel, Fire, Non-natural Disaster, Disaster Mitigation

Compete or Avoid? Assessing Brand Competition Strategies with Spatial Colocation Analysis

Spatial competition considerations are important in hotel location selection. This study proposes and demonstrates a method of colocation network analysis to quantify the potential encroaching effect of spatial inter- and intra-competition between units of business brands that seek expansion. The environmental context of the study is a network of the top five budget hotel brands in the Beijing hotel market. The results reveal that brands implement different strategies in their hotel placement, which are subject to different levels of the encroaching effect. However, the method is applicable in a variety of hospitality settings, specifically in those that involve the development strategies of chain brands. The simulation capability of the method can assist hospitality brands in assessing the outcomes of a proposed development and, thus, aid hoteliers in the spatial allocation of new units with the least adverse effects on their existing business networks.

Building new hotel brand reputation to attract guest in Semarang city

The hotel industry is an industry that plays an important role in the development of the economy and tourism in Indonesia. The research aims to elaborate brand reputation for new hotels in Semarang. This article uses descriptive research using descriptive qualitative research methods assisted by data collection through documentation and literature study. The research will be conducted using AIDA theory on the 5 newest hotels built in the last 3 years in the city of Semarang. The results show that an increasing of guests in numbers. with the help of AIDA theory, and comparison, it shows that we can still be able to save the hotel industry so that it will not perish that the Room Occupancy Rate (ROR) of star-rated hotels in semarang city for the November 2021 period was recorded at 60.25 percent or an increase of 4.12 points compared to October 2022, which was influenced by the increase in ROR that occurred in the class of 2-star, 3-star, 4-star and 5-star hotels (BPS, 2023). It can be concluded that the ratings that guests give to hotels have good feedback such as good and friendly service, comfortable rooms, strategic hotel location. New hotel gain market awareness due to the needs of customer especially in this recent time. Due to an increasing of numbers in covid cases, and with many new hotels, it shows the interest of hospitality industry. Hotel must do more to promote and get more customers.

Consumer-brand heuristics in luxury hotel reviews

PurposeThis paper aims to evaluate and structure the basic heuristics consumers use in evaluating word-of-mouth (WOM) about luxury hotel brands while analyzing the impact of deception in online consumer reviews.Design/methodology/approachThe research used a two-study mixed-methods approach, using interpersonal deception theory and social proof theory as lenses to conduct our analysis. For the first study, a qualitative conceptual mapping analysis was conducted, examining online consumer reviews to identify key concepts and their relationships in the context of luxury hotel brands. In the second study, the themes were further examined using a fuzzy-set qualitative comparative analysis to analyze their causal complexity and association between variables to determine how they influence the perceived helpfulness of online reviews for luxury hotel brands.FindingsThe results underline the importance of functional, objective variables, such as the number of reviews and stars, as social proof heuristics and other factors, including clout, authenticity and analytic tone, as interpersonal communication heuristics. Therefore, consumers use a combination of social and interpersonal communication heuristics to extract information from reviews and manage deception risk.Research limitations/implicationsThe paper contributes to the consumer–brand relationship literature by assessing the heuristics consumers use in evaluating online reviews and provides additional information for research in online reputation management.Practical implicationsThis study’s results can help marketing practitioners and brand managers manage their online reputations better. It can also aid managers in improving their messaging on hotel websites to entice consumers to complete bookings. Heuristics play an essential role in such messaging and understanding them can help marketers appeal directly to their target market.Originality/valueThis study contributes to the literature on consumer–brand relationships by providing a framework of heuristics that consumers use when evaluating luxury service brands and contributes to WOM and online reputation research by highlighting factors that may make online reviews more helpful.

Brand portfolio extension of international hotel chains: a perspective on consumer confusion and consumer decision-making process

PurposeThis study aims to pay attention to the brand portfolio extension of international hotel chains, and explores the double-edged sword effect of consumer confusion in hotel brands on the purchase decision process.Design/methodology/approachFour representative international hotel chains (Marriott, Accor, Wyndham and Hyatt) were selected, and this study adopted consumer confusion from both formative and reflective perspectives. First, the authors dealt with stimuli-causing consumer confusion and evaluated similarity, overload and ambiguity confusion about the brand portfolio of these major hotel companies. Second, the authors examined the influence of consumer confusion on the decision-making process, which is rooted in the awareness–interest–desire–action model.FindingsAmong the source of consumer confusion, similarity confusion was critical for Marriott, Accor and Hyatt, whereas ambiguity confusion was severe for Wyndham. Awareness was positively affected by overload confusion, but negatively affected by ambiguity confusion. Furthermore, the link between interest and desire was moderated by the consequences of consumer confusion.Practical implicationsBased on both positive and negative roles of consumer confusion, this study provides implications for enhancing brand strategy and communications of international chain hotels.Originality/valueThis present study differs from previous studies, in that it deals with consumer confusion associated with brand portfolio expansion, which produces a double-edged sword effect in the hotel context.

Domestic midscale chain hotel brands' effectiveness in research and development: An exploratory study

AbstractWhile many midscale chain hotel brands in China's domestic market have developed rapidly since 2010, it is still unclear how a new midscale chain hotel brand can be most effectively researched and developed. Drawing from resource‐advantage theory, this study aimed to understand the effectiveness of six key attributes of new domestic midscale chain hotel brands and map them onto a research and development (R&D) competitive position matrix. The results show that the actual R&D process lasts beyond the opening of the first hotel of the new brand and requires a further 2‐year maturation period. This study contributes to the literature by creating a maturation system that could play a key role in the effectiveness of the R&D underlying a chain hotel's brand development. It also provides a compelling tool for monitoring the effectiveness of domestic midscale chain hotel brands' R&D.

SERVICE ROBOTS IN THE HOTEL INDUSTRY: CUSTOMER ACCEPTANCE AMONG INTERNATIONAL AND LOCAL HOTEL BRAND

Purpose – This study aims to explore the customer acceptance of service robots in the hotel industry. Four determinants are analysed: perceived privacy, novelty value, service robots appearance, and attitudes towards service robots. The differences in customer acceptance between international and local hotel brands are also presented, along with the genders’ distinctive results. Methodology – The study was conducted in Indonesia, involving 120 respondents who had prior experience staying in the hotel. Data was gathered from May to June 2022 through online questionnaires and analyzed using structural equation modeling with SmartPLS. Findings – Findings show that for international hotel customers, three determinants (perceived privacy, novelty value, and appearance) simultaneously exert a greater influence on customer attitude, compared to local hotel customers. In contrast, the service robots’ acceptance of local hotel customers is influenced more by their attitude, than of international hotel customers. Furthermore, male customers have proven that they have a higher value on all constructs in this research, meaning higher acceptance and attitude, compared to their female counterparts. Originality of the research – This study attempts to go beyond the hotel industry as a whole, but is limited to both international and local hotel brands.

Research on Customer Experience Perception of Mid-Range Brand Hotels Based on Network Text Analysis—A Case Study of Guiyang Orange Hotel Grand Cross Branch

Research on Customer Experience Perception of Mid-Range Brand Hotels Based on Network Text Analysis—A Case Study of Guiyang Orange Hotel Grand Cross Branch

Re-visit intention in branded hotel industry through ideal self-congruency and brand experience

Re-visit intention in branded hotel industry through ideal self-congruency and brand experience

Environmental practices, hotel brand equity, and guest behavioral intention of hotels in CALABARZON Region

Environmental practices, hotel brand equity, and guest behavioral intention of hotels in CALABARZON Region

Pengaruh Atribut Hotel dan Promosi Penjualan Terhadap Keputusan Menginap di Crowne Plaza Hotel Bandung

Crowne Plaza is one of the hotel brands from the world's leading hotel group, namely IHG (Intercontinental Hotel Group). However, during the hotel opening in the 2017-2018 period, Crowne Plaza's room occupancy rate was still inferior to similar competitors, even though Crowne Plaza is a five-star hotel that has a high occupancy rate in the city of Bandung for the five-star segment with an average occupancy of above 50%. . However, all these advantages do not make Crowne Plaza the top occupancy five star hotel in Bandung. The results of the research show that product attributes consisting of security, quality & dependability, reputation, physical appearance, location and price have a significant influence on the decision to stay overnight. The results of research on sales promotions consisting of Corporate Rate price, Credit Card Discounts and Bundle Event promos have a significant influence on consumer purchasing decisions. Likewise, from the results of research that the author has researched, it is known that product attributes and sales promotions have a significant influence on the decision to stay at the Crowne Plaza Hotel Bandung. Based on the results of calculations carried out by the author, the influence of product attributes and sales promotions on the decision to stay at the Crowne Plaza Hotel Bandung is in the strong category. Product attributes (X1) and sales promotions (X2) together influence the decision to stay (Y) by 59.6% and the remaining 16.34% taken from the epsilon number in Figure 1 of the path diagram is influenced by other factors that were not included in the research.

DEVELOPMENT TRENDS OF THE GLOBAL HOTEL MARKET AND THE PLACE OF UKRAINE IN IT

Objective. The objective of the present article is to study trends in the development of the hotel services market in the world and Ukraine. Methods. The following methods were used: analogy, analysis, synthesis, deduction, logical generalization; statistical method (for the systematization of statistical materials regarding the number of hotels, their size, number of beds, determination of the number of overnight stays and average room occupancy, assessment of the impact of tourist flow on the dynamics of the development of the hotel industry); multidimensional factor analysis (to identify external and internal factors affecting the development trends of the hotel market in Ukraine and the world). Results. A comparative analysis of the dynamics of the development of regional hotel markets in the world was carried out and the fate of the Ukrainian market in the world was determined. The following indicators were analyzed: the total number of hotels and rooms; level of distribution of hotel chains; share of coverage of the world hotel market by hotel chains; value of hotel brands; dynamics of investment in the hotel market by continent. As a result of the analysis, it was established that the main players in the market of hotel services in the world are the USA, the EU, and China. These countries formed centers around themselves that extended their influence to other regions. Hotel chains were the main tool of competitive confrontation. Their share in the total share of the world hotel market increased. They covered more than 50% of the market, and in some countries it reached 90%. US hotel chains covered 40% of the world market of hotel services, were represented on all continents of the world and actively competed with Chinese ones. At the same time, the impact of the COVID-19 pandemic did not lead to a reduction in the number of hotels among the chains. Fixing a decrease in the total number of accommodation facilities in the world (independent and chain), the number of chain hotels increased from 119,000 to 157,000 during the studied period, and the number of rooms from 12 million units to 13 million, respectively. The impact of the pandemic on the overall dynamics of the development of the global hotel market showed a decrease in the number of hotels and rooms in the Americas, Asia and Oceania. On the contrary, the share of EU countries has increased. The growth of Ukraine's share in the European market is also recorded. However, these increases were not due to an increase in the number of hotels, but to a lower rate of their reduction due to the COVID-19 pandemic. It was established that the dynamics of investment activity is gradually reaching pre-pandemic financing volumes. The leading position continues to be retained by the USA with a level of 60% of the global volume of investments in the industry. The countries of Europe, Asia and Oceania keep this indicator at the level of 30%. It has been proven that in the conditions of competition between the USA, China, and the EU, Ukrainian hotel chains could expand only towards the post-Soviet space (the countries of Central Asia and the Caucasus) - as a free territory.