Hotel Context Research Articles

Exploring memorable experiences in luxury hotels

Purpose This study aims to explore memory-dominant logic (MDL) in the luxury hotel context to assess the flow of management experience decisions to memorable experiences, which lead to guest outcomes. While research into memorable experiences has gained traction, the theoretical underpinnings of what makes an experience memorable in a luxury hotel setting are not well documented. Design/methodology/approach A grounded theory, qualitative methodology was used to assess MDL value transformation. Inductive methods included conducting in-depth interviews with hotel managers and analyzing social media reviews for each hotel. Guest reviews served as an indicator of memory outcomes and the counterpoint to the managerial interviews, supporting or refuting interview findings. Findings Key dimensions emerged, emphasizing the importance of managerial inputs to experience design, service experience attributes and memorable experience creation, demonstrating a sequence of memory-based value creation and outcomes such as positive word of mouth/electronic word of mouth (WOM/eWOM). Sentiment analysis identified attributes that appear to be a “must-have” to avoid dissatisfaction, as well as areas at risk for negative memories. Dimensions were developed into a framework using themes derived from MDL value transformation, management and consumer inputs that influence memorable experience outcomes in this context. Research limitations/implications The study supported the MDL theoretical framework by illustrating the flow from managerial inputs to the service experience, to elements of experience co-creation, and through to the guests’ WOM/eWOM and experience memories. The findings highlighted the symbiotic relationship between firm culture and service experience design, providing guidance for managerial practice going forward. Originality/value This paper uncovers major themes and dimensions identified by guests and managers as necessary in creating memorable experiences in a luxury setting and develops a framework that serves as a foundation for further study, including anteceding factors and their impact on hedonic consumption across experience domains.

The Impact of Digital Marketing and Brand Awareness on Purchasing Decisions with Brand Image as an Intervening Variable at 3-Star Hotels in Makassar

Abstract Background: Research on Digital Marketing, Brand Awareness, and Brand Image is necessary to determine which indicators most effectively influence consumer purchasing decisions. Previous studies have shown varying results, underscoring the importance of revisiting these variables. Differences in indicators for each variable, as well as the specific context of 3-star hotels in Makassar, contribute to the uniqueness of this research. Methodology: The population for this study includes guests staying at 55 3-star hotels in Makassar. The sample size, determined using the Isaac & Michael method, is set at 349 respondents. The research employs a descriptive quantitative approach and statistical data analysis. Data collection is conducted through surveys using questionnaires. Data analysis techniques include path analysis, with stages involving Outer Model Testing, Goodness of Fit Model Testing, and Inner Model Testing using Smart PLS. Findings: Brand Awareness has a positive but insignificant effect on Purchasing Decisions. Digital Marketing has a negative and insignificant effect on Brand Image. Digital Marketing has a negative and insignificant effect on Purchasing Decisions through Brand Image. Conclusion: Brand Awareness can impact purchasing decisions, although the effect is not significant, and Digital Marketing does not significantly affect either purchasing decisions or brand image. Therefore, 3-star hotels should improve their Brand Image and Digital Marketing performance and consider other variables and strategies to build a strong and positive brand image in the eyes of consumers. Keywords: Digital Marketing, Brand Awareness, Brand Image, Purchasing Decisions, Star Hotel

Corporate social responsibility impact on customer-based brand equity in the Moroccan luxury hotel context: mediating role of customer value co-creation

Purpose This study aims to examine the impact of corporate social responsibility (CSR) on customer-based brand equity (CBBE), with a focus on the mediating role of customer value cocreation (CVCC). The objective is to understand the direct and indirect links between CSR and the dimensions of CBBE (image, quality, awareness, loyalty) in the context of the luxury hotel industry, thus filling existing gaps. Design/methodology/approach This quantitative study of luxury hotel guests in Morocco used a questionnaire. After a pilot study with 10 professionals, the final version was administered, generating 204 valid responses. Purposive convenience sampling was chosen. PLS analysis was favored. Findings The results highlight the significant influence of CSR on the four dimensions of CBBE. Likewise, CVCC exerts a significant effect on CBBE aspects, except for brand loyalty. CVCC partially mediates the relationship between CSR and brand image, perceived quality and brand awareness. However, it does not have a significant mediating role in the CSR−brand loyalty relationship. Research limitations/implications The study, despite its contributions, is limited to the luxury hotel industry in Morocco, raising concerns of external validity. Future research should diversify service contexts and explore the multidimensionality of CSR. Practical implications Luxury hotel managers should prioritize authentic communication to optimize their CBBE through CVCC. An inclusive and strategic approach to cocreation is essential to strengthen the impact of CSR on CBBE. Integrating CSR into customer touchpoints and human resources policies is crucial. Originality/value This study, to the best of the authors’ knowledge, enriches understanding of the complex interactions between CSR, CVCC and CBBE in Morocco and North Africa. Its originality lies in its exclusive contribution to the region’s marketing literature, broadening the field of knowledge. By exploring these relationships in the specific context of the region, it offers new perspectives to researchers and practitioners interested in CSR, CVCC and CBBE.

The role of employee empathy in forming brand love: customer delight and gratitude as mediators and power distance belief as a moderator

Purpose This study explores the influence of employee empathy on brand love, which subsequently affects customer advocacy, willingness to pay more (WTPM) and tolerance of failure. Additionally, it investigates the mediating role of customer delight and gratitude in connecting employee empathy with brand love and the moderating effect of power distance belief (PDB) between employee empathy and customer delight and gratitude.Design/methodology/approach A total of 751 usable data were gathered through scenario-based online surveys within a hotel context. The proposed conceptual model used Partial Least Squares - Structural Equation Modeling (PLS-SEM) for testing.Findings The results affirm the impact of employee empathy on brand love through the pathways of customer delight and gratitude, ultimately influencing positive customer behaviors, such as advocacy, WTPM and tolerance of failure. Moreover, the findings suggest that PDB diminishes the effect of employee empathy on customer gratitude, although it does not affect customer delight.Originality/value The study introduces novel insights into the significance of employee empathy as an antecedent of brand love. It contributes to the literature by concurrently conceptualizing customer delight and gratitude as mediators between employee empathy and brand love, consequently leading to favorable consumer behaviors. Furthermore, it advances our theoretical comprehension of an individual customer’s PDB and its psychological impact.

Risk management strategies for smart hotel supply chain

<p>In the dynamic and interconnected world of hospitality, smart hotel supply chains play a pivotal role in maintaining operational efficiency and service excellence. However, these supply chains are susceptible to many risks, including transportation disruptions, supplier insolvencies, and cybersecurity threats, which can severely impact business continuity and degrade service quality. This conceptual paper proposes a holistic framework for identifying, assessing, and mitigating supply chain risks within the context of smart hotels. By integrating advanced technologies and strategic management practices, this study aims to reinforce smart hotel supply chains against potential vulnerabilities, ensuring sustainable business operations and superior guest satisfaction. The paper explores various risk management measures and leverages supply chain management, hospitality, and cybersecurity insights to develop a robust risk management strategy tailored for smart hotels.<strong></strong></p>

INNOVATION MODEL OF HUMAN RESOURCES TRAINING AND DEVELOPMENT FOR THE HOTEL INDUSTRY FROM THE ASEAN STANDARD FRAMEWORK: A CASE IN NAKHON RATCHASIMA PROVINCE, THAILAND

From the current global changes and the rapid development of innovation and technology, personnel development according to the previous approach may be insufficient for work. It is necessary to increase the skills of the workforce and improve work efficiency for higher quality. This research aims to study the training and development of human resources in the hotel industry in Nakhon Ratchasima Province at present, to study innovations in training and human resource development in the hotel industry and the ASEAN hotel industry standard framework, and to propose the innovation model for training and development of human resources in the hotel industry from the ASEAN standard framework. The findings suggest implementing the innovation model of resources training and development in the hotel industry by integrating modern technology and training techniques into use in developing staff in various forms that are in accordance with the ASEAN standard framework and hotel service standards to increase the hotel service quality and staff performance. The quantitative approach was employed by using structural equation modeling for path analysis. The data was collected by using questionnaires from 400 samplings from hotel staff in Nakhon Ratchasima Province. The model is consistent with empirical material in statistical significance. It can confirm that seven significant factors directly affect service performance which are job rotation, blended learning, practice training, classroom training, study tour for learning, learning through playing games, and teaching respectively and the new model was proposed for innovative development and training for the hotel staff. This research proposes an innovation process for hotels to implement the use of technology and techniques for human resources training and development. It can increase staff service performance, lead to positive guest experience and satisfaction, and lead to hotel revenue. However, the potential, the different hotel contexts and characteristics, and its organizational culture should be considered for the implementation.

Not a single path to success: alternative HRM configurations for well-performing small and medium-sized hotels

PurposePrevious literature has identified human resources as a key source of competitive advantage in organizations of all sizes. However, Small and Medium-sized Enterprises (SMEs) face difficulty in comprehensively implementing all recommended Human Resource Management (HRM) functions. In this study, we shed light on the field of HRM in SMEs by focusing on the context of Greek Small and Medium-sized Hotels (SMHs), which represent a dominant private sector employer across the country.Design/methodology/approachUsing a fuzzy-set qualitative comparative analysis (fsQCA) and 34 in-depth interviews with SMHs' owners/managers, we explore the HRM conditions leading to high levels of performance, while taking into consideration the influence of internal key determinants.FindingsWe uncover three alternative successful HRM strategies that maximize business performance, namely the Compensation-based performers, the HRM developers and the HRM investors. Each strategy fits discreet organizational characteristics related to company size, ownership type and organizational structure.Originality/valueTo the best of the authors' knowledge this is among the first empirical studies that examine different and equifinal performance-enhancing configurations of HRM practices in SMHs.

The Impact of Service Quality on Customer Satisfaction at 5-Star Hotels in Central Jakarta

The challenges faced by the hospitality industry differ from those encountered by organizations producing tangible products, primarily due to the distinct nature of services compared to products. In the service industry, the risk of failure is higher than in product sales, and service quality has emerged as a critical factor in the pursuit of sustainable competitive advantage. Ensuring customer satisfaction and retention is recognized as pivotal within the hospitality sector, where meeting evolving consumer demands is an ongoing challenge. In the hospitality industry, consumers not only participate in the consumption process but often come with predetermined service and quality expectations. Today's hospitality industry customers are more discerning, and exhibit higher expectations. The primary objective of this study is to elucidate the impact of service quality on customer satisfaction, specifically within the context of hotels, we conduct a comprehensive analysis of the data to identify which service quality dimensions have the greatest and least impact, as well as to understand the nature of their influence. This research uses a quantitative method for analysis, with a non-probability sampling approach to collect and gather data from 190 participants. This research findings reveal a positive correlation between five service quality dimensions (empathy, reliability, responsiveness, assurance, and tangibility) and customer satisfaction. The analysis of respondent feedback reveals that the service quality dimension in 5-Star Hotels in Central Jakarta exerting the most significant impact on customer satisfaction is empathy. Data collection in this research utilized a Likert scale questionnaire, and analysis was conducted using SmartPLS 4.0.

Experience-driven well-being: the case of unmanned smart hotels

PurposeDrawing on the theory of memory-dominant logic, this study aims to examine how the substantive staging of the servicescape, experience co-creation, experiential satisfaction and experience intensification affect experience memorability and hedonic well-being in the case of unmanned smart hotels.Design/methodology/approachAn online survey was used, with the target respondents being hotel guests people aged 18 years and older who had been recent guests of the FlyZoo Hotel in Hangzhou, China. Data were collected online from 429 guests who had stayed in the hotel between April and June 2023. Data analysis was undertaken using structural equation modelling.FindingsThe results suggest that all the proposed four constructs are positive drivers of a memorable unmanned smart hotel experience. The relationship between the memorability of the hotel experience and hedonic well-being was found to be significant and positive.Practical implicationsUnmanned smart hotels should ensure that all smart technologies function effectively and dependably and offer highly personalised services to guests, allowing them to co-create their experiences. This will lead to the guest receiving a satisfying and memorable experience. To enable experience co-creation using smart technologies, unmanned smart hotels could provide short instructional videos for guests, as well as work closely with manufacturers and suppliers to ensure that smart technology systems are regularly updated.Originality/valueThis study investigates the antecedents and outcomes of a novel phenomenon and extends the concept of memorable tourism experiences to the context of unmanned smart hotels.

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.

Effect of customers’ skepticism toward CSR practices on customers’ behavior in luxury service context

ABSTRACT This study aims examining the consequences of customers’ distrust toward luxury service providers (i.e. attitude, trust, and willingness to pay). The mediating role of attitude and trust is tested to understand customer behaviors in the luxury hotel context. The role of demographic characteristics on customers’ skepticism and CSR behavior is investigated. Thus, this research extends previous CSR studies by 1) examining the role of customers’ skepticism in the luxury service context, 2) identifying the mediating role of attitude and trust in the relationship between skepticism and its outcomes, and 3) highlighting the individual differences in relation to their CSR behavior.

Can the home experience in luxury hotels promote pro-environmental behavior among guests?

While the home is an important place for individuals to act pro-environmentally, researchers have rarely explored the pro-environmental behavior of hotel customers in terms of their home away from home experiences during their travels. This study uses a combination of qualitative (interviews) and quantitative (questionnaires) methods to explore customer experiences of home spaces in the hotel context and the relationship between people's experience in hotels and their pro-environmental behavior. The study shows that (1) customers' experience of home spaces in hotels occurs through three dimensions: the function of home, the emotion of home, and the imagination of home. (2) Both the function of home and the emotion of home exert a significantly positive impact on hotel customers pro-environmental behavior. (3) The imagination of home exerts a significant positive effect on pro-environmental behavior both inside and outside of the hotel. (4) The pro-environmental behavior of customers in their own homes has a positive moderating effect on the relationship between the home experience and pro-environmental behavior in the hotel context. By combining the concepts of home spaces and pro-environmental behavior, this study, on the one hand, bridges the research gap between place experience and pro-environmental behavior in the hotel context; on the other hand, the study transcends the limitations engendered by studying pro-environmental behavior in the hotel and home space from a binary perspective.

Assessing a Model of Customer Rage: Does Customer Entitlement Moderate Relationships Between Rage Emotions, Expressions and Behaviors?

Across travel and tourism services research, studies investigating “customer rage” typically prioritize the direct point-of-consumption, often within airport, airline, or hotel contexts. However, the sector is awash with intermediaries (e.g., travel agencies, insurance brokers, booking platforms), which serve as primary points-of-contact capable of shaping customer expectations. Accordingly, the consequences of service failure therein are nuanced and complex. Yet, extant research often portrays service failure as unilateral (i.e., solely the firm in question’s responsibility), overlooking one core demand-side characteristic: the customer’s sense of entitlement. Thus, while this study draws upon the Iranian travel agency setting (as a service intermediary) to assess a model of customer rage, it also explores whether customer entitlement moderates the relationships between customers’ rage emotions, expressions, and behaviors. Doing so, 736 survey responses were analyzed. Findings demonstrate how customer rage emerges in response to service failure, alongside the conditions under which customer entitlement moderates relationships therein.

Hotel guest-robot interaction experience: A scale development and validation

Service robots is an emerging topic in tourism and hospitality industry. The success of service robots' adoption primarily lies in effective tourist-robot interaction. However, little research has fully explored tourist perception of interaction with service robots. This study aimed to develop a scale for measuring guest-robot interaction experience in hotel context. We utilized a rigorous scale development procedure. First, the construct domain was specified. Second, items were generated by literature review and interviews and then estimated by content validity. Third, data was collected to test the measures: 345 respondents were used for item purification and 307 respondents for scale validation. Ultimately, a four-dimensional (perceived competence, sense of closeness, interaction comfort, and pleasant experience) scale with 18 items was confirmed. This study contributes by providing a useful tool for comprehensively understanding hotel guests’ perception of interaction with service robots and future related research. Implications for hotel management and directions for further research are also discussed.

Enhancing Customer Experience Design Through Hotel Innovativeness

Responding to constant market changes, hotels incorporate innovativeness into their operations. Focusing on the customer-centric perspective, this study explores the effects of different types of hotel innovativeness on customers’ self-pleasing and relaxing experiences, which in turn affect customers’ wellbeing and behavioral intentions. Using a self-administered, online survey among a sample of 375 U.S. residents, this study finds that perceived product-related, service-related, and experience-related innovativeness positively affect customers’ self-pleasing and relaxing experiences while perceived promotion-related innovativeness negatively affects customers’ self-pleasing and relaxing experiences. Both self-pleasing and relaxing experiences positively affect customers’ wellbeing and behavioral intentions. Results of this study expand theoretical contributions of innovativeness into experience design and provide an effective innovativeness strategy in the hotel context.

Corporate Performance as A Result of Adhocracy Culture: A Context of Hotels in Rivers State, Nigeria

Corporate Performance as A Result of Adhocracy Culture: A Context of Hotels in Rivers State, Nigeria

Digital Communication and the Crisis Management in Hotel Management: A Perspective in the Euroregion North of Portugal and Galicia (ERNPG)

The current unprecedented globalization of the social economy, with worldwide mobility of people, products and services in an increasingly connected market and society, has promoted the rapid geographic spread of the coronavirus (i.e., crisis management) outbreak, negatively affecting tourists’ behavior and their well-being, whether due to restrictions imposed by governments on international travel, or due to tourists’ fear of catching the disease. This manuscript aims to understand how digital communication has helped the tourism industry in general and the hotel context in particular to face the negative consequences caused by the new coronavirus pandemic. The development of the research followed a qualitative methodological approach, constituting an exploratory study, based on four semi-structured interviews with managers of hotel establishments, located in the Northern Region of Portugal and Galicia. As main conclusions, it is possible to highlight that digital communication and the use of social networks were fundamental tools for hotel establishments during the pandemic caused by COVID-19, especially during the confinement period, when establishments had to close, many of them completely. There were many changes brought about in the tourism industry in the Euroregion of Northern Portugal and Galicia (ERNPG), with an increase in domestic tourism, a decrease in the external market and a change in tourist profile and behavior, whether due to sanitary and public health issues that induced fear of travel, or by the measures imposed by the government that prevented such trips. According to the strategies implemented by the hotel establishments, the intensification of digital communication use and social networks stands out, since, for a long time, it consisted of the only connecting tool between the hotel and its customers and the initiatives of the Regional Entities and Turismo de Portugal (regional and national DMOs), through numerous training courses in the area of digital marketing and the implementation of hygiene, sustainable and safety measures in hotel establishments. Regarding the future of tourism, it is expected that it will recover in the coming years and approach the historical values of previous years, given the advance in vaccination against the disease and the tourist’s desire to travel. In the short term, strategies are expected from hotel establishments that include valuing the destination on digital marketing platforms through attracting qualified human resources and a commitment towards tourism sustainability.

Recipe for perceived personalization in hotels

Personalization is commonly practiced in hotels as a means of addressing criticism of hospitality products and services as imitable. However, personalization attempts are not always successful, as customers may not perceive a service as personalized. Limited knowledge exists regarding how to craft personalized service successfully. This study explores how perceived personalization is formed in a hotel context by examining the causal relationship between actual personalization and perceived personalization. Mixed research design was adopted and three studies were executed sequentially. Study 1 comprises qualitative inquiries where two key factors (effort and surprise) of actual personalization attempts were identified. Their effects on perceived personalization were then tested through online experiments in Study 2. Finally, the relationships between actual personalization, perceived personalization and customer behavioral intention were confirmed based on survey data in Study 3. The findings can be conducive for hoteliers to implement successful personalization strategies.

"Exploring Sustainable Practices in Five-Star Hotels: A Comprehensive Analysis and Implications for Agra's Hospitality Industry"

This research is dedicated to outlining the sustainable practices embraced by hotels, gauging their potency in cultivating a competitive edge, and exploring their ramifications for various hotel stakeholders. Focusing on the context of Agra's five-star hotels, this study undertakes an assessment of their sustainable endeavors. A comprehensive survey encompassing 252 employees from the city's 13 five-star hotels was conducted. Through this survey, we endeavored to discern the sustainable practices undertaken across these establishments in the realms of economic, social, and environmental dimensions. Moreover, we aimed to gauge the extent to which these practices have been seamlessly integrated into their operations. Concurrently, we also undertook an exploration of the correlation between employee satisfaction and the implementation of sustainability initiatives.

Influence of individual and social values on customer engagement in luxury thermal spa hotels: The mediating roles of perceived justice and brand experience

This study aims to examine how values (i.e., individual and social values) influence customer engagement after managing a service failure in the thermal spa hotel context, and the mediating roles of perceived justice and brand experience. The data was collected from a survey of guests of luxury thermal spa hotels in Portugal, and the research model was assessed using partial least squares structural equation modeling. The results show that individual values affect perceived justice and brand experience, which in turn contribute to a higher level of customer engagement. Brand experience is a better mediator of the relationship between individual values and customer engagement than perceived justice. The novelty of this study is highlighted by the mediating effects of perceived justice and brand experience on the relationship between individual values and customer engagement.