豪华酒店品牌叙事典型性对预订意向的影响

IF 9.9 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Hospitality Management Pub Date : 2025-06-20 DOI:10.1016/j.ijhm.2025.104337

Fangting Chen , Ruiying Cai , Xing’an Xu

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引用次数: 0

摘要

讲故事对酒店组织的推广至关重要。然而，豪华酒店品牌故事的典型性对叙事运输的影响及其相关结果仍未得到充分探讨。本研究通过一项初步研究和四项实验来考察这些故事典型性的有效性。基于叙事运输理论，研究发现豪华酒店品牌故事的典型性对顾客的灵感感知、新鲜感和预订意愿有显著影响。还研究了塑造典型和非典型品牌故事有效性的边界条件，包括品牌相关属性（即品牌历史）和个人消费者差异（即主观社会阶层和消费动机）。本研究对豪华酒店品牌采用情境化研究方法，引入典型性作为值得关注的方面，拓展了品牌讲故事和叙事运输方面的文献。为打造豪华酒店品牌故事提供了管理建议。

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The effect of typicality in luxury hotel brand storytelling on booking intention

Storytelling has been essential for hospitality organizations’ promotion. However, the impacts of luxury hotel brand stories’ typicality on narrative transportation remain underexplored, as do associated outcomes. This research considers the effectiveness of these stories’ typicality through one pilot study and four experiments. Based on narrative transportation theory, the findings reveal that luxury hotel brand stories’ typicality has distinct effects on customers’ perceived inspiration, novelty, and booking intentions. The boundary conditions shaping the effectiveness of typical and atypical brand stories are also examined, including brand-related attributes (i.e., brand history), and individual consumer differences (i.e., subjective social class and consumption motivation). This research, which adopts a context-specific approach to luxury hotel brands and introduces typicality as an aspect worthy of attention, expands the literature on brand storytelling and narrative transportation. Managerial suggestions are provided for crafting luxury hotel brand stories.

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来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.