从管理角度探讨 TikTok 在豪华酒店品牌传播中的应用

IF 3 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM
Ka Leong Chong
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引用次数: 0

摘要

本研究探讨了豪华酒店经理对于将 TikTok 作为品牌传播工具的看法。通过定性分析,主要决策者阐述了他们对 TikTok 融入品牌战略的细微观点、担忧和期望。研究结果表明,豪华酒店管理者认为 TikTok 具有普遍的吸引力、积极的用户参与度和成本效益,有利于接触不同的受众。但是,他们也认识到,由于该平台具有病毒式传播的潜力,因此在保持品牌一致性和控制负面影响方面存在挑战。创意和新颖性成为有效品牌传播的关键因素,突出了创新故事讲述和视觉吸引力展示的重要性。此外,有针对性的参与和品牌亲和力也得到了强调,凸显了量身定制的信息和忠诚度建设举措的重要性。然而,在将奢侈品与 TikTok 的大众市场联系起来时,也出现了一些挑战,这就需要巧妙地处理好亲和力与独特性之间的矛盾。总之,这项研究揭示了在 TikTok 上培养高档氛围的复杂过程,以及在一个以用户群广泛而著称的平台上重新定义奢侈品叙事所需的战略转变。本研究提供的实用见解对豪华酒店经理、营销人员和研究人员了解 TikTok 在奢侈品牌传播中的作用很有价值。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Exploring managerial perspectives in TikTok adoption for luxury hotel brand communication
This study explores the perspectives of luxury hotel managers regarding the adoption of TikTok as a brand communication tool. Through qualitative analysis, key decision-makers articulate their nuanced viewpoints, concerns, and aspirations regarding TikTok integration into branding strategies. The findings reveal that luxury hotel managers perceive TikTok’s universal appeal, positive user engagement, and cost-effectiveness as advantageous for reaching diverse audiences. However, they also recognize the challenge of maintaining consistent brand representation and controlling negative impacts due to the platform’s potential for virality. Creativity and novelty emerge as crucial elements for effective brand communication, highlighting the importance of innovative storytelling and visually captivating presentations. Moreover, targeted engagement and brand affinity are emphasized, underscoring the significance of tailored messaging and loyalty-building initiatives. Nevertheless, challenges arise in aligning luxury with TikTok’s perceived mass-market association, necessitating finesse to navigate the tension between accessibility and exclusivity. Overall, this study sheds light on the complex process of cultivating upscale vibes on TikTok and the strategic shift required to redefine luxury narratives on a platform known for its broad user base. The practical insights offered here are valuable for luxury hotel managers, marketers, and researchers seeking to understand TikTok’s role in luxury brand communication.
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来源期刊
Tourism and Hospitality Research
Tourism and Hospitality Research HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
7.40
自引率
8.60%
发文量
63
期刊介绍: Tourism and Hospitality Research is firmly established as a leading and authoritative, peer-reviewed journal for tourism and hospitality researchers and professionals. Tourism and Hospitality Research covers: • Hospitality and tourism operations • Marketing and consumer behaviour • HR management • Social Media and Marketing • Technology • Planning and development • Policy • Performance and financial management • Strategic implications • Environmental aspects • Forecasting and prediction • Revenue management • Impact assessment and mitigation • Globalisation • Research methodologies • Leisure and culture • Risk Management • Change Management
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