{"title":"从管理角度探讨 TikTok 在豪华酒店品牌传播中的应用","authors":"Ka Leong Chong","doi":"10.1177/14673584241263009","DOIUrl":null,"url":null,"abstract":"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.","PeriodicalId":47333,"journal":{"name":"Tourism and Hospitality Research","volume":"68 1","pages":""},"PeriodicalIF":3.0000,"publicationDate":"2024-07-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Exploring managerial perspectives in TikTok adoption for luxury hotel brand communication\",\"authors\":\"Ka Leong Chong\",\"doi\":\"10.1177/14673584241263009\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"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.\",\"PeriodicalId\":47333,\"journal\":{\"name\":\"Tourism and Hospitality Research\",\"volume\":\"68 1\",\"pages\":\"\"},\"PeriodicalIF\":3.0000,\"publicationDate\":\"2024-07-20\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Tourism and Hospitality Research\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1177/14673584241263009\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"HOSPITALITY, LEISURE, SPORT & TOURISM\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Tourism and Hospitality Research","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/14673584241263009","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
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.
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