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引用次数: 0
摘要
酒店业的竞争十分激烈,酒店需要提高客人的参与度以保持竞争力。建立品牌拟人化(BA)和个性被认为是实现这一目标的营销策略。这种参与越来越多地在网上进行,酒店的社交媒体在这一过程中发挥着至关重要的作用。然而,关于酒店如何在网络环境中建立拟人化和个性的知识却很少。因此,本研究旨在采用定性方法,通过重点研究葡萄牙葡京佩索阿酒店的案例及其社交媒体的使用情况,探讨酒店如何实施公众参与和个性塑造。在分析中采用了 Netnography 方法。研究结果证明,发展 BA 和个性是有可能提高宾客参与度的策略。因此,建议酒店管理者关注酒店品牌人性化的需求。本研究是首批研究通过社交媒体实施酒店社交媒体和个性化的研究之一。
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.
期刊介绍:
Journal of Vacation Marketing is a fully peer reviewed international journal that publishes original research and review articles on topics relating to the marketing of destinations and businesses/organisations involved in the wider tourism, hospitality and events industries. Its objective is to provide a forum for the publication of refereed academic papers and reviewed practitioner papers which are of direct relevance to industry, while meeting the highest standards of intellectual rigour.