Hotel Brand Research Articles

The Mediating Effect of Brand Trust on Yhe Relationship between Corporate Social Responsibility and Hotel Customer Satisfaction

This study explores the impact mechanism of corporate social responsibility (CSR) on hotel customer satisfaction, paying particular attention to the mediating role of brand trust in this process. Based on stakeholder theory and signaling theory, we propose that corporate social responsibility not only directly affects customer satisfaction, but also indirectly affects satisfaction by enhancing customer trust in the hotel brand. We surveyed 732 guests at multiple hotels and analyzed the data using structural equation modeling. The results support our theoretical model and reveal that (1) a hotel's corporate social responsibility practices have a significant positive impact on customer satisfaction; (2) brand trust partially mediates the relationship between corporate social responsibility and customer satisfaction. relationship; (3) hotel type (luxury hotel vs. budget hotel) moderates the impact of corporate social responsibility on brand trust, and this relationship is more obvious in luxury hotels. This study enriches the literature on the impact mechanism of corporate social responsibility, reveals the key role of brand trust in hotel corporate social responsibility practices, and provides a new perspective for hotel managers to improve the effectiveness of corporate social responsibility.

Talent Retention and Competitive Advantage of Star Rated Hotels in Rift Valley and Western Region, Kenya

The demand for both local and international visitors has seen local investors in the hospitality industry in Kenya jostle for market share. The arrival of the international hotel brands such as Best Western, Pullman and Park-In among others has increased competition as hotels scramble to provide quality products and services to their customers. Consequently, this sought to explore the influence of talent retention on competitive advantage of star rated hotels in Rift Valley and Western region, Kenya. The study was anchored on human capital theory. The study used simple random sampling to select a sample size of 62 respondents. The study adopted a correlational research design and data was collected using a questionnaire and analyzed quantitatively using both descriptive and inferential statistics. Prior to the actual data collection exercise, the study conducted pilot testing which involved both validity and reliability testing. The findings were presented in tables. The findings revealed that talent retention had a positive and significant influence on competitive advantage of star rated hotels in Rift Valley and Western Region, Kenya (P=0.000). The study concluded that hotel's talent retention strategies are generally effective especially enhancing a minimal employee turnover, a positive corporate image, and the use of succession planning and growth opportunities to retain talent. In view of the findings, the study recommends for the strengthening of the internal talent pool by investing in employee development programs. Encourage internal mobility and provide clear career progression paths to retain and motivate top talent. Keywords: Talent Retention, Competitive Advantage, Star-Rated Hotels, Rift Valley, Western Kenya

Talent Retention and Competitive Advantage of Star Rated Hotels in Rift Valley and Western Region, Kenya

The demand for both local and international visitors has seen local investors in the hospitality industry in Kenya jostle for market share. The arrival of the international hotel brands such as Best Western, Pullman and Park-In among others has increased competition as hotels scramble to provide quality products and services to their customers. Consequently, this sought to explore the influence of talent retention on competitive advantage of star rated hotels in Rift Valley and Western region, Kenya. The study was anchored on human capital theory. The study used simple random sampling to select a sample size of 62 respondents. The study adopted a correlational research design and data was collected using a questionnaire and analyzed quantitatively using both descriptive and inferential statistics. Prior to the actual data collection exercise, the study conducted pilot testing which involved both validity and reliability testing. The findings were presented in tables. The findings revealed that talent retention had a positive and significant influence on competitive advantage of star rated hotels in Rift Valley and Western Region, Kenya (P=0.000). The study concluded that hotel's talent retention strategies are generally effective especially enhancing a minimal employee turnover, a positive corporate image, and the use of succession planning and growth opportunities to retain talent. In view of the findings, the study recommends for the strengthening of the internal talent pool by investing in employee development programs. Encourage internal mobility and provide clear career progression paths to retain and motivate top talent. Keywords: Talent Retention, Competitive Advantage, Star-Rated Hotels, Rift Valley, Western Kenya

Environmental, social, and governance (ESG) in the hotel industry: a strategy for brand management, brand tribalism, and brand choice

ABSTRACT This study developed environmental, social, and governance (ESG) attributes in the hotel industry and tested their effect on hotel brand and consumer behavior using mixed methods. The qualitative approach was used to develop 11 hotel ESG attributes, while the quantitative approach was used to test research hypotheses. Furthermore, a fuzzy-set qualitative comparative analysis was used to test necessary and sufficient conditions. The results showed that most of the hypotheses were accepted, and that hotel ESG attributes had a positive effect on hotel brand and consumer behavior. Based on the results, this study provides meaningful and important insights into hotel ESG.

Impacts of CSR autonomy, self-expressiveness and hedonic value of CSR activity on guest citizenship and hotel brand preference

Recruiting guests to participate in corporate social responsibility (CSR) activities during a vacation presents a dilemma for hotel managers – will such requests spoil a holiday? The study is significant because of increased investment by hotels in CSR activities and greater inclusion of hotel guests in CSR activities. We extend psychological wellbeing theory to evaluate the relative importance of CSR autonomy in enhancing guest engagement. A scenario based on a guest’s return to an actual hotel recently visited was designed and a convenience sample of 249 survey respondents analyzed using structural equation modeling. While hedonic value of the CSR activity provided the greatest effect on brand preference, both self-expressiveness and CSR autonomy significantly impacted brand preference. Effects for all constructs were mediated through cocreated citizenship behavior. The study has substantial theoretical implications for scholars and practical implications for CSR marketing communication campaigns to guests conducted by hotel managers and non-governmental organizations.

Role of Sustainable Practices on Hotel Brand Loyalty in the United States

Purpose: The aim of the study was to assess the role of sustainable practices on hotel brand loyalty in the United States. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study indicated that eco-friendly initiatives and responsible business practices not only appeal to environmentally conscious travelers but also enhance the overall reputation of hotels. By implementing sustainable practices such as energy conservation, waste reduction, and sourcing local, organic products, hotels can differentiate themselves in a competitive market. Guests are increasingly prioritizing sustainability in their travel choices, and hotels that demonstrate a genuine commitment to environmental stewardship are more likely to build stronger, long-term relationships with their customers. Additionally, sustainable practices contribute to a positive guest experience, further reinforcing brand loyalty. The perception of a hotel as a responsible and ethical entity can lead to repeat business and positive word-of-mouth recommendations, as customers are more likely to support brands that align with their values. Ultimately, sustainable practices not only benefit the environment but also serve as a strategic advantage for hotels aiming to cultivate loyal and satisfied guests. Implications to Theory, Practice and Policy: Theory of planned behavior (TPB), stakeholder theory and corporate social responsibility (CSR) theory may be used to anchor future studies on the role of sustainable practices on hotel brand loyalty in the United States. Hotels should actively implement and promote sustainable practices as core components of their operational strategies. Policymakers should encourage the hospitality industry to adopt sustainable practices through incentives and guidelines.

The effect of customer participation on brand preference: Do hotel brand type and star rating matter?

Drawing on value co-creation theory, this study proposes a novel model that incorporates the hotel brand type and star rating into the “customer participation—customer brand engagement—brand preference” model to explore their impacts on the formation of customer brand preferences. Data collected from 330 hotel patrons were analyzed to test the proposed model. The results suggest that customer participation positively affected three dimensions of brand engagement, viz., cognitive engagement, affective engagement, and behavioral engagement, which in turn positively influenced brand preference. Contrary to expectation, hotel brand type and star rating weakened the relationships between affective engagement and brand preference. This study enriches the discussion on the determinants of brand preference and describes its formation path. Implications, as well as future research opportunities, are offered.

The The Influence Of Service Quality, Brand Trust And Customer Perceived Value On Costumer Satisfaction Study Of Amaris Hotel Customer In Indonesia

The hotel business can grow rapidly quantitatively by capturing the market in the tourism sector which continues to grow very rapidly. A hotel company will be able to compete and win market share if the hotel is able to provide good quality products and services. This study investigates the correlation between service quality, brand trust, customer perceived value, and their collective influence on customer satisfaction, focusing study of Amaris Hotel Indonesia. Drawing upon a comprehensive review of literature and employing a quantitative research approach, data were collected from a sample of hotel customers through structured surveys. Utilizing advanced statistical techniques such as regression analysis, the study examines the influence of service quality, brand trust, customer perceived value on customer satisfaction. Target included Amaris Hotel Indonesia customers. A total of 272 valid questionnaires were collected and verified with PASW Statistics 18. The conditions were: Service quality positive and significant impact on customer satisfaction. Brand trust has a positive and significant impact on customer satisfaction. Customer perceived value positive and significant impact on customer satisfaction. This indicates that customers who perceive higher service quality, exhibit greater trust in the hotel brand, and perceive greater value are more likely to be satisfied with their hotel experience. Additionally, this study reveals distinct interactions and moderation effects among these variables, highlighting the complex dynamics underlying customer satisfaction in the hospitality industry. These insights contribute to both theoretical understanding and practical implications for hotel managers seeking to enhance customer satisfaction in a highly competitive market environment.

The influence of consumer confusion on the repurchase intentions of hotel guests: the role of brand loyalty and customer satisfaction

PurposeThis study aims to investigate the influence of customer satisfaction and brand loyalty on hotel guests’ repurchase intentions when they experience consumer confusion.Design/methodology/approachA quantitative research method was used in the study and the data were collected through a survey. A survey was used to collect data from 406 hotel guests staying at four and five-star hotels. The structural equation model was used to test the influence of consumer confusion on hotel guests’ repurchase intentions.FindingsThe findings of the study show that while consumer confusion has a negative effect on hotel guests’ repurchase intentions, customer satisfaction and brand loyalty have a positive influence on their repurchase intentions. Customer satisfaction and brand loyalty tend to have a partial mediating role in the relationship between consumer confusion and repurchase intention.Practical implicationsThe findings show the need for the hotel management to provide simple, concise, yet sufficient information enabling tourists to differentiate their offerings to reduce confusion.Originality/valuePrevious research has largely neglected the role of guests’ loyalty and satisfaction with the hotel brand. This research shows that guests’ loyalty and satisfaction with the hotel brand play an important role in terms of the repurchase intention and in reducing confusion.

ASSESSING THE EFFECTS OF CUSTOMER SATISFACTION AND RETENTION IN THE HOSPITALITY INDUSTRY: A STUDY OF ST. JACOBS AND GROOVY HOTELS, AKURE, ONDO STATE, NIGERIA

This study looked into the effects of customer satisfaction and retention in the hospitality industry, a case study of St. Jacobs and Groovy Hotels in Akure, Ondo State. Meeting the needs of consumers makes it possible to retain them and promote customer retention, which guarantees continued business. To some extent, the accomplishment of corporate goals is determined by the degree of customer happiness and retention. For this study, a descriptive survey research design was adopted. Convenience sampling was used to choose the 120 customers that made up the study sample. The questionnaire served as a key data collection tool. Both descriptive and inferential statistics were used to analyze the data that were gathered. Bar charts and basic percentages were used to assess the respondents' demographic data. The study employed Linear Regression Analysis and Pearson Correlation to evaluate the three hypotheses at significance levels of 0.05 alpha. Customer satisfaction is positively and significantly impacted by service quality, according to the results of the hypothesis tested. There is a significant relationship between customer satisfaction and client retention and the study indicated that customer care, customer satisfaction, and customer retention are positively and significantly correlated. This study suggested that, in order to provide customers with a sense of belonging, prompt and appropriate care should be provided whenever objections are expressed. Thus, it would be beneficial to look at additional factors related to the concept of customer happiness, such as the caliber and service of food and beverages, hotel branding, cleanliness, and security.

The Outrigger Hotels and Resorts Brand Portfolio and Brand Extension

Emerging from the need for mid-scale properties in Waikiki, the Hawaii-founded hotel brand, Outrigger was born. The Outrigger hotel company’s brand portfolio quickly grew alongside Hawaii’s tourism. As the company continued to grow, the need for brand differentiation within the company arose. Today, the company has three distinct segments in its portfolio defining its economically priced, premier, and long-stay accommodations. As the company continues to grow and strive to achieve its current mission of becoming “The Premier Beach Resort Brand in the World,” it may signal a time to reevaluate its product offerings, positioning, and branding strategy.

Factors influencing luxury service brand extension in a developing country

PurposeDespite the prevalence of luxury brand extension in the service industry, customers tend to be skeptical of the value of the extended brand. This study aims to investigate whether a parent luxury service brand significantly alters customers’ predicted quality, identity and attitude toward the extended brand.Design/methodology/approachThis study uses partial least squares structural equation modeling to examine the proposed hypotheses in a developing country.FindingsThe results show that the parent brand’s brand distinctiveness positively and significantly signals the identity and quality of the extended brand. The model also identifies the mediating effects of quality as it signals the relationship between customers’ perception of the parent brand and attitude toward the extended service brand. As expected, as the quality of the extended brand improves, so does attitude toward the extended hotel brand. By contrast, the perceived identity of the extended brand does not significantly increase support for a positive attitude toward the extended brand.Originality/valueThis study contributes to the existing consumer marketing literature by suggesting future research directions and brand extension strategies for luxury hotel brand companies in developing countries.

Exploring managerial perspectives in TikTok adoption for luxury hotel brand communication

Exploring managerial perspectives in TikTok adoption for luxury hotel brand communication

Do Customers Foster Engagement Through Social Media Interaction? Brand Prominence as a Moderator

ABSTRACT Social media considerably impacts how customers attain information and share their experiences or choose their services/products including hotel brands. Based on this significance, we test a theoretical framework that inspects the association among social-media-interaction (SMIN), customer-brand-engagement (CBEN), self-brand-congruence (SBCO), co-creation, and revisit intention toward hospitality brands following service-dominant-logic and self-congruence-theory. We also test the moderating role of brand prominence among the proposed associations. The present research employs a sample of 315 luxury hotel-customers by operating PLS-SEM. The results reported that SMIN and SBCO have positive impacts on CBEN. Results also unveiled the CBEN’s significant influence on consumer’s co-creation and their revisit intent. The results illustrated the SMIN’s and SBCO’s indirect effect on co-creation as well as on revisit intention, while mediated through CBEN. Finally, the findings exposed a significant positive moderating effect of hotel-brand prominence in proposed links. This study concludes by summarizing crucial theoretical/practical implications for hospitality brands.

The Influence of Social Commerce Dynamics on Sustainable Hotel Brand Image, Customer Engagement, and Booking Intentions

Social commerce plays a significant role in various aspects of the hotel industry. By using social commerce platforms such as Facebook, Instagram, and hotel booking websites, hotels can enhance their brand visibility, engage more effectively with guests, and stimulate hotel bookings. Nonetheless, prior research reported a lack of studies in this area, namely social commerce in the context of domestic tourism. Drawing on Stimuli–Organism–Response (SOR) theory as being a well-established framework in social commerce research, this study seeks to examine the impact of social commerce on hotel booking intentions, both directly and indirectly, by considering the mediating effects of both brand image and customer engagement. This research used an online survey questionnaire as a tool for collecting primary data from domestic tourists in Egypt during the period from January to April 2024. The study sample encompassed 315 participants who were recruited using the convenience sampling technique. Using Smart PLS 4.0 software, Structural Equation Modeling was performed to examine the proposed model and hypotheses. The results highlighted the significant impact of social commerce on both hotel brand image and customer engagement, which in turn encouraged booking intentions among potential domestic guests. The results also supported the significant mediating effect of hotel brand image and customer engagement in the relationship between social commerce and hotel booking intentions. This study provides some theoretical contributions to the literature of hospitality management by addressing notable gaps in knowledge. This study also suggests some practical implications for industry executives that support their social commerce techniques and boost booking intentions and behavior among domestic tourists such as creating visually attractive content, sponsoring virtual mega events, actively interacting with social media followers, and incorporating booking functionalities in social media platforms. In so doing, hotels can boost their sustainable marketing practices to target a promising market segment by exploiting Web 2.0 capabilities.

Digital impressions: Evaluating Instagram's influence on hotel brand awareness in Bali

Digital impressions: Evaluating Instagram's influence on hotel brand awareness in Bali

How can hotels Co-create value through the localized mini bar in the room: discrete choice modeling approach with CSR strategies with local products

ABSTRACT Even though Hotel mini bars is an excellent service and product delivery channel during the guest stay, typical selections of varieties and displays have been used without innovative ideas. This study argues that Mini Bars in the hotel can be capitalized to share the Hotel’s Corporate Social Responsibility vision and enhance customer perception toward the hotel brands with revenue increase. The current study adopts Discrete Choice Modeling to investigate the best choice attributes and levels of hotel mini bar. The results address how the hotel and local industry can co-create value for the hotel, local businesses, and guests.

Tales of luxury: unveiling gender-based insights into hotel brands’ Instagram marketing

Tales of luxury: unveiling gender-based insights into hotel brands’ Instagram marketing

Topic-based engagement analysis: Focusing on hotel industry Twitter accounts

In a social-media context, brands need to understand how to frame their messages, so that a topic can be quickly recognized, promoting higher levels of user engagement. However, knowledge about the link between content type and its engagement is not sufficiently studied. We first explore hotel Firm-Generated Content (FGC) and its inherent themes using topic modelling; we then use an ad hoc metric to investigate the engagement levels associated with each topic; thirdly, we compare the relevance attached to the topics with their engagement levels. In total, 44,448 corporate tweets from 62 hotel brands were analyzed to identify 14 topics, one of which had not previously been uncovered. Notably, there was a positive correlation with engagement for content related to hotel management activities and, among smaller groups, to sustainability. The results will expand FGC-related investigation within the hotel sector and will be of interest to firms seeking effective communication strategies.

Hotel brand signature, brand attitude, subject norm, and perceived behavior control

Hotel brand signature, brand attitude, subject norm, and perceived behavior control