Luxury Hotels Research Articles

Metaphorical effects of advertising in different types of hotels: evidence from eye-tracking

PurposeThis study aims to explore the attraction, influence and persuasive effect of advertising (with or without metaphor) across different types of hotels (luxury vs. budget hotels).Design/methodology/approachTwo independent variables – namely, the hotel category (luxury versus budget) and the use of rhetorical figures (text with metaphors versus text without metaphors) – serve as the basis for the investigation. The research design is a 2 × 2 within-subjects construct based on eye-tracking methodology complemented by questionnaire-based data collection. Participants were engaged with hotel advertisements under four specific conditions, each reflecting a distinct combination of the two independent variables.FindingsThe findings reveal the augmented attention-grabbing prowess of advertisements that use metaphors compared to those that do not. Furthermore, the study findings reveal that the hotel category significantly influences the efficacy of advertising; advertisements promoting luxury hotels were found to stimulate superior impression recall, garner higher customer affinity and prompt a more potent intention to patronize the hotel. Finally, the study shows that neither congruent nor incongruent pairings of visual (budget or luxury hotel) and verbal elements (with or without metaphor) yield additional advertising benefits.Practical implicationsThis research addresses the limited empirical guidance available for hotel operators at various levels regarding the design of advertisements incorporating rhetorical devices. It highlights the potential benefits of using figurative rhetoric, especially metaphors, in advertising for both budget and luxury hotels. The study reveals a notable correlation between hotel category, particularly luxury offerings, and customer attention, retention, preference and intention to visit. Furthermore, it encourages hotel operators, regardless of their hotel’s ranking, to incorporate metaphorical language into their advertising designs, underscoring the need for strategic integration in overall advertisement planning.Originality/valueUsing high-resolution online eye-tracking technology, this study innovatively examines the influence of hotel category and rhetorical devices on the effectiveness and attention-grabbing potential of advertisements. Through this approach, the study seeks to offer valuable managerial and advertising insights for those involved in hotel marketing.

The Role of Edible Flowers in Enhancing Customer Experience in Luxury Hotels

Enhancing the dining experience for patrons, the use of edible flowers into culinary offerings has emerged as a unique trend in upscale hotels. The purpose of this study is to determine how edible flowers affect both the entire eating experience and client pleasure. The study investigates the aesthetic, tactile, and affective impacts of adding edible flowers to food and drink using a mixed-methods approach that includes surveys and interviews with hotel visitors and employees. According to research, edible flowers greatly increase the visual attractiveness and distinctiveness of dishes, which increases customer happiness and creates enduring eating experiences. The study also emphasizes how crucial employee education is to educating visitors about the advantages of edible flowers. Finding premium edible flowers has a significant upfront cost, but the benefits to the visitor experience and the possibility of more repeat business make it worthwhile. Additionally, good social media marketing and brand distinctiveness are aided by the visual appeal of food enhanced with flowers. In summary, the usage of edible flowers in upscale hotels improves the dining experience, encourages repeat business, and bolsters the reputation of the establishment. Subsequent investigations ought to delve into the enduring financial advantages and ecological consequences of this approach inside the hospitality sector. Keywords: Hotel, Flower food, Customer experience.

Hospitality service aesthetic of luxury hotel front desk and its effect on consumers’ willingness-to-pay price premium

Hospitality service aesthetic of luxury hotel front desk and its effect on consumers’ willingness-to-pay price premium

Diversity in Frontline Employee Perceptions: Policies and Procedures, Training, and Leadership as Drivers of Service Equality

Excellent service is often discussed with an assumption of equivalency in its application, yet the reality is far more complex. Customers have distinct needs that pose distinct challenges for frontline service employees. In hotel settings, providing excellent service to a diverse set of guests is more nuanced when frontline employees themselves are from a wide variety of backgrounds. Whereas the literature considers operational tactics to promote excellence in guest service, it is unclear whether training, policies and procedures, and leadership designed to advance excellence have the same impact on employees who, by virtue of their background, are more attuned to guests’ needs. We extend the literature by empirically demonstrating that operational tactics impact frontline employees’ perceptions of service equality, with racial/ethnic minority employees seeing statistically distinct impacts. Employing a sample of 25,698 employee-year observations across 32 luxury hotels in the United States over 3 years, we find that codified policies and procedures, as well as training, improve assessments of guest service equality. In contrast, racial/ethnic minority employees are less impacted than their White counterparts by leadership stances that seem to promote equality more broadly. After controlling for time and other relevant employee- and hotel-level variables, operational tactics (a) improve perceptions of service equality, and (b) reduce the disparity between White and racial/ethnic-minority service-quality assessments. Our findings provide further direction for managers to elevate such perceptions of customer service equality across the board by leveraging training and by reinforcing clear operating policies and procedures.

Does firm-created social media communication develop brand evangelists? Role of perceived values and customer experience

PurposeThe social media communication of luxury service firms remains largely unexplored. This study explores the influence of firm-created social media communication (FCSMC) on predicting brand evangelism (BEM) via perceived values, including functional value (FV), emotional value (EV) and social value (SV), by embedding the direct and moderating influence of customer experience (CX) on brand evangelism in the luxury hotel sector.Design/methodology/approachThis study recruited 405 regular travelers to participate in an online survey. Following meticulous data curation, the empirical analysis was performed on 363 responses using structural equation modeling.FindingsThe findings revealed that FCSMC substantially impacted perceived values, including FV, EV and SV, as well as BEM. Likewise, perceived values, including FV and EV, were positively associated with BEM. In addition, this study revealed that CX exhibited significant predictive capability with its direct and moderating effects on BEM in the luxury hotel sector.Originality/valueThis original research advances the uses and gratifications theory and attribution theory. It provides novel theoretical insights and practical recommendations for the luxury hotel sector.

The impact of knowledge sharing on employee engagement through the mediating role of competency development and moderating role of social climate

PurposeThis study aims to test the relationship between knowledge sharing and employee engagement. In particular, the mediating and moderating roles of competency development and social climate, respectively, are also the focus of this research.Design/methodology/approachOf self-completed questionnaires collected from luxury hotels in India, 507 are usable for data analysis. The structural equation modelling (SEM) was used to examine the proposed hypotheses.FindingsThe structural equation modeling–based results illustrate a positive significant association between knowledge sharing and employee engagement. Also, there is a significant support to establish the mediating effect of competency development and the moderating effect of social climate on this relationship. The expansion of competencies of employees achieved through knowledge sharing leads to higher engagement.Research limitations/implicationsThis work is carried out in Indian hospitality sector and may not be generalizable to other cultural settings.Practical implicationsThis study’s results add to the knowledge sharing scholarship by envisaging a possible association with an employee attitudinal outcome, i.e. employee engagement.Originality/valueTo the best of the authors’ knowledge, this is one of the first studies to unravel the social processes through which knowledge sharing enhances competency development, and subsequently employee engagement, mainly through the influence of social climate.

Constructing a sensory model of Chinese luxury hotel experiences from mental imagery perspective

ABSTRACT Luxury consumption studies have largely focused on tangible products with less attention paid to experiential services. However, consumers are becoming increasingly interested in the luxury services. Taking a mental imagery perspective, this study delineates the role of sensory integration in luxury hotel experiences among Chinese with Zaltman metaphor elicitation technique (ZMET). We engaged Chinese informants in a multi-sensory exploration of their experiences, soliciting abundant verbal and non-verbal data, and analyzed how experiences emerge from their multisensory processing of hotel offerings. Findings conceptualize experiential luxury consumption from a multisensory perspective and recommend how luxury hotels should better leverage their market potential.

How Consumer Photo Reviews and Online Platform Types Influence Luxury Hotel Booking Intentions Through Envy

When booking hotels, travelers often rely on content created by other consumers to inform their decisions. This study examines the effect of consumer-generated photos of luxury hotels, specifically those that emphasize the quality of one’s experiences versus the quality of the hotel’s facilities, as well as the type of platform through which such photos are shared, such as social media versus review websites. Drawing on the Social Comparison Theory, this study aims to understand how these factors influence a consumer’s booking intention and overall attitude toward hotels by examining the role of envy. An online experiment employing a 2 (photo content: experience-focused vs. facility-focused) × 2 (platform type: Instagram vs. Tripadvisor) between-subjects design was conducted with 275 American adults. Results showed that photo content significantly influenced the levels of envy among consumers. Specifically, experience-focused photos generated significantly higher levels of envy than did facility-focused photos. Furthermore, envy fully mediated the relationship between photo content and consumer attitudes and behaviors. Both interaction and moderated mediation were found between photo content and platform type. This research contributes to the Social Comparison Theory and the corresponding literature on envy, specifically in the context of luxury hotel marketing and social media consumer behavior. Additionally, it offers practical insights for hotel online review managers to consider, such as which types of photo content and photo sharing platforms to prioritize in order to enhance business value.

Influence of Service Quality on Customer Loyalty in Luxury Hotel Chains in Tanzania

Purpose: The aim of the study was to assess the influence of service quality on customer loyalty in luxury hotel chains in Tanzania. 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 a strong correlation between the two factors. High service quality consistently leads to increased customer loyalty within this segment of the hospitality industry. Studies have revealed that luxury hotel guests place significant emphasis on personalized service, attention to detail, and exceptional experiences. When these expectations are consistently met or exceeded, guests are more likely to exhibit loyalty behaviors, such as repeat visits, positive word-of-mouth recommendations, and a willingness to pay premium prices. Additionally, service quality has been found to play a crucial role in shaping guests' perceptions of value and satisfaction, which further contributes to their loyalty. Consequently, luxury hotel chains that prioritize and maintain high levels of service quality are better positioned to foster long-term relationships with their clientele and achieve sustainable competitive advantage in the market. Implications to Theory, Practice and Policy: Expectancy-disconfirmation theory, service profit chain theory and relationship marketing theory may be used to anchor future studies on assessing influence of service quality on customer loyalty in luxury hotel chains in Tanzania. Practitioners in luxury hotel chains can leverage the empirical findings to inform strategic decision-making and enhance service delivery. Policymakers and industry stakeholders can utilize the empirical evidence to advocate for policies that support service quality enhancement initiatives within luxury hotel chains.

Luxury hotel technology trends: a multigenerational analysis

PurposeThis study aims to analyze the importance and performance of customer-facing technologies in luxury hotels. The study also assessed differences between and within the four generations in the importance-performance analysis (IPA).Design/methodology/approachData were collected using a Qualtrics panel of recent luxury hotel customers in the USA belonging to all four generations. The cross-generational IPA was conducted using t-tests and (ANAOVA).FindingsThe IPA matrix concentrated most technology items in either low importance – low performance or high importance – high performance quadrants. One-way ANOVA revealed significant differences between generations on the importance ratings of all technology items except wireless charging power solutions and on the performance ratings of all technology items. Furthermore, post hoc tests indicated that millennials rated luxury technology most favorably among the four cohorts, followed by generations Z, X and Baby Boomers. In addition, significant differences between the importance and performance of many technology items within each generational cohort were observed. Overall, Wi-Fi was unanimously ranked across generations as the most important technology among luxury guests, but it was the only one that scored lower in performance than importance.Research limitations/implicationsThe findings of this study contribute to hospitality scholarship in two primary ways: the importance and performance of technology and generational differences. The results advance the understanding of the impact of generational factors on customer-facing technological adoptions in the luxury hotel sector.Practical implicationsTechnologies that are pervasive in the home also become vital offerings for hotels. The more pervasive technology, the more a luxury hotel must work to ensure that it performs at optimal levels. Additionally, which technologies are most important to targeted generations are provided so practitioners may budget for their implementation.Originality/valueThis research is a pivotal step forward in unraveling the intricate interplay between generational factors and technological evaluations, providing a foundation for future research and practical applications in a rapidly evolving technological landscape in the hospitality industry.

Capturing customer delight in hotels: key drivers and consequences

ABSTRACT The current work seeks to unveil the essential drivers and consequences of customer delight in the hotel sector. A qualitative approach was employed by conducting an interview to gather data from guests staying in luxurious hotels in Agadir, Morocco, who originated from different countries. Employing thematic analysis, the findings indicated that there are two main drivers of customer delight which are interpersonal factors (i.e. friendliness, problem resolution, employee empathy, professionalism, needs fulfilment, and efficiency) and non-interpersonal factors (i.e. destination attributes and cleanliness). The results also indicated that customer delight leads to behavioural and affective loyalty. This research holds various contributions to both academic and professional. Limitations and avenues for further research are also outlined.

Employee perceptions of hotel CSR initiatives and job satisfaction: exploring organizational identification, psychological contract fulfillment and attachment styles

PurposeThis study offers an empirical framework for how hotel employees CSR perceptions affect their job satisfaction by incorporating the parallel mediating roles of organizational identification and psychological contract fulfillment. In addition, it examines the moderator effects of employees' CSR-induced attributions on the constructed mediated model, providing a powerful lens through which to evaluate when and how employees' CSR perceptions influence organizational identification and psychological contract fulfillment.Design/methodology/approachThe study use PLS-SEM techniques to analyze a sample of 520 employees from 49 luxury hotels with 4–5 stars in Khanh Hoa province, Vietnam.FindingsThe results show that CSR positively influences job satisfaction through the mediating role of psychological contract fulfillment and organizational identification. Besides, attachment styles also play moderator role in the relationship between CSR and psychological contract fulfillment/organizational identification.Practical implicationsThe discoveries elucidated within this research endeavor proffer actionable discernments to be earnestly contemplated by professionals entrenched in the hotel industry, earnestly aspiring to ameliorate the contentment of their workforce and, concomitantly, augment the overarching efficacy of their organizational operations.Originality/valueThis study provides human resource departments with insights and suggestions for maximizing the efficacy of CSR implementation in the hotel industry.

국내 고급 부티크 호텔의 고객 경험 요인 특성 연구

In the experience economy era, with a growing interest in unique boutique hotels in South Korea, this study explores the significance of “experience” in luxury boutique hotels. It examines two domestic hotel cases that successfully integrate rich experiential content to create exemplary luxury boutique hotel experiences. Data were collected through literature reviews and interviews with 14 participants who had visited each hotel. Each hotel's key contents were evaluated using a 5-point scale, resulting in a total of 70 evaluations. The analysis revealed that sensory and emotional aspects were the highest-rated experiential elements, while cognitive elements were rated the lowest. This research offers insights into the distribution of experiential elements in domestic luxury boutique hotels, aiding future development and planning, and guiding the identification of key experiential factors.

호텔 하우스키핑 여성 객실 청소 업무종사원의 직업정체성 인식과 대응

The aim of this study was to explore how elderly women, working as hotel room attendants, perceive and respond to their work experiences in order to establish a new job identity. An in-depth interview was conducted with hotel room attendants employed at a luxury hotel in Seoul for over two years. The collected data was analyzed using narrative methodology. The results of the analysis showed that a positive job among room attendants was constructed through four stages: ‘background of entry into the hotel labor market’, ‘negative perception of the reality of dirty work’, ‘response strategy to negative reality’ and ‘construction of a positive hotelier identity’. Although the participants entered the hotel labor market by conscious choice, they had to confront negative prejudice related to the concept of dirty work and experienced constraints in their profession. In response to this, they adopted diverse coping strategies to modify their psychological attitudes, which led to a favorable transformation in their job identity. This study has contributed to understanding how hotel housekeeping female room attendants maintain their occupation through a series of identity works in managing their job-related tasks and social relationships. Several practical implications were suggested regarding the adoption of human resource management strategies for female room attendants.

Data-Driven Insights from 10,000 Reviews: Fostering Sustainability through Rapid Adaptation to Guest Feedback

The present research aims to explore how customer satisfaction and discontent may influence the financial success of luxury hotels by analyzing more than 10,000 reviews from the Radisson Blu Hotel in Bucharest and financial data spanning a decade. Text mining and sentiment analysis were used in order to pinpoint crucial elements that could impact visitor experience and the way in which they might correlate with hotel revenues in the long run. Research has linked positive visitor evaluations to revenue growth, while negative feedback does not consistently lead to financial declines, suggesting that premium brands may be resilient to mild online criticism. Our research examines how customer feedback sentiment and business income are interconnected throughout time, emphasizing the significance of handling guest contentment in order to reduce resource spending and create a sustainable feedback loop between guests and businesses. Our analysis challenges the idea that negative evaluations always have a detrimental impact on financial performance and highlights the importance of long-term positive feedback in the hospitality sector. This study enhances comprehension of the influence of customer feedback on the luxury hotel business, providing valuable insights for service industry experts on utilizing reviews in the future in order to gain strategic benefits and also develop their businesses in a sustainable way.

Harnessing green innovation via green transformational leadership in Italian luxury hotels: Key strategic takeaways

The increasing focus on environmental issues has resulted in the widespread acceptance and prominence of green innovation. However, existing literature on hotel management has overlooked exploring the key factors that drive green innovation specifically through the mediating mechanisms of green dynamic capability (GDC) and green environmental orientation (GEO). To fill the gap in the existing hospitality literature this study utilized the natural resource-based view (NRBV) to investigate the correlation between green transformational leadership (GTL) and green innovation (GI). Two research studies were carried out in Italian luxury hotels to assess the efficacy of the theoretical framework. The research findings emphasize that the enhancement of a hotel’s GDC and GEO can be facilitated by providing GTL. This in turn may lead to the enhancement of GI which improves the CA and GP of a hotel.

Driving employee organizational citizenship behaviour through CSR: An empirical study in the context of luxury hotels

In the recent years, there has been a rising interest among luxury brands to be environmentally responsible and promote employee discretionary behaviour. However, the underlying mechanisms that explain why, when, and how employees demonstrate discretionary environmental attitudes and behaviour in luxury contexts are not well-known. To accelerate this discourse; the current study examines the impact of environmental corporate social responsibility (CSR) on employees' organizational citizenship behaviour towards environment. Drawing insights from social cognitive theory, this study empirically validates a conceptual model through the data collected from 406 employees of luxury hotels and analysed using structural equation modelling. The results confirm the significant effect of environmental CSR on employees' organizational citizenship behaviour towards environment. The results also reveal that employee environmental commitment and green work engagement partially mediate the proposed relationship. Moreover, contrary to expectations, gender did not moderate the influence of environmental CSR on employee environmental commitment and employee green work engagement, whereas the relationship between environmental CSR and organizational citizenship behaviour towards environment was stronger for males than females. We argue that creative environmental CSR assignments in luxury hotel chains help employees develop engagement, identification, and commitment with the environmental strategy of the hotels towards solving grave environmental problems that modern societies are grappling with.

Leader ‘leadership’ perceptions within a luxury hotel environment

Leader ‘leadership’ perceptions within a luxury hotel environment

Examining the impact of leadership on job satisfaction in Greek luxury hotels

The purpose of this study is to examine whether leadership style affects the professional satisfaction of employees in the field of hospitality and specifically in luxury hotels in Greece. A quantity survey was conducted measuring the characteristics and behavior of leaders, and employee satisfaction. The originality of the article derives from the thorough study of the individual forms of leadership’s effect on job satisfaction in Greek luxury hotels, presenting existing organizational data during a strenuous period of pandemic and financial crisis leading to significant changes in the internal and external environment of hotel companies.

Impact of Integrating Photovoltaic-Shading Systems in Hotel Hospitality Design in Oniru Beach Lagos By IJISRT

Globally, energy efficiency has been a threat to building sustainability, therefore alternative energy sources tend to overtake the consumption of power usage in buildings. This study delves into comparing the effects of incorporating photovoltaic shading systems (PVSS) into luxury hospitality design. with a particular emphasis on sustainability, energy efficiency, and customer satisfaction. Through a thorough examination of case studies and literature surrounding PVSS integration, reviewing journals on this subject this article elucidates the advantages, challenges, and ramifications for luxury hotel properties. By conducting a comprehensive analysis, it underscores the pivotal role that PVSS play in shaping the future landscape of sustainable hospitality architecture. This essay delivers valuable insights into the current energy usage and the integration of PVSS in buildings. The findings of this investigation underscore the potential of PVSS to enhance environmental performance, operational efficiency, and guest satisfaction within luxury hotel properties and drive overall business performance. It is recommended to encourage collaboration between architects, developers, and energy professionals to optimize PVSS integration in luxury hospitality design, Educate stakeholders about the benefits of PVSS integration and provide incentives or subsidies to promote sustainable design practices in luxury resort development.