Učinak društvenih medija na povjerenje i lojalnost brandu hotela : Diplomski rad

Izgradnja i održavanje povjerenja i lojalnosti prema brandu bilo kojeg poduzeća veoma su važni u današnjem konkurentskom okruženju. Hoteli trebaju ulagati mnogo napora u brandiranje kako bi stekli lojalnost i povjerenje u brand svojih korisnika, a kako bi preživjeli u online okruženju trebaju uložiti i dodatan napor u društvene medije. Cilj ovog istraživanja je identificirati učinke društvenih medija na povjerenje i lojalnost brandu hotela. Istraživanje je provedeno na uzorku od 189 ispitanika i rezultiralo je spoznajama koje su važne menadžerima i marketinškim stručnjacima u hotelijerstvu, koji bi ih prilikom korištenja alata društvenih medija trebali uzeti u obzir. Rezultati pokazuju pozitivne učinke jasne i ažurirane web stranice, sigurne web stranice, aktivnih i ažuriranih alata društvenih medija, online interaktivnosti, povezanosti web stranice hotela s drugim korisnim web stranicama na povjerenje i lojalnost brandu hotela, ali i učinka povjerenja na lojalnost.Building and maintaining brand loyalty and trust are very important for every firm in today's such competitive environment. Hotels have make many efforts on branding to gain brand loyalty and brand trust from their customers and they have carried their efforts to social media to survive in online environment as well. The aim of this study is to identify the effect of social media on brand trust and brand loyalty trust for hotels brand. The survey was conducted on a sample of 189 respondents and resulted in findings that are important to managers and marketing specialists in hotel industry, which should be taken into account when using social media tools. The results show the positive effects of a clear and updated website, website security, active and updated social media tools, online interactivity and collaboration with other useful websites on brand trust and brand loyalty, and the effect of brand trust on brand loyalty

Učinak društvenih medija na povjerenje i lojalnost brandu hotela : Diplomski rad

Izgradnja i održavanje povjerenja i lojalnosti prema brandu bilo kojeg poduzeća veoma su važni u današnjem konkurentskom okruženju. Hoteli trebaju ulagati mnogo napora u brandiranje kako bi stekli lojalnost i povjerenje u brand svojih korisnika, a kako bi preživjeli u online okruženju trebaju uložiti i dodatan napor u društvene medije. Cilj ovog istraživanja je identificirati učinke društvenih medija na povjerenje i lojalnost brandu hotela. Istraživanje je provedeno na uzorku od 189 ispitanika i rezultiralo je spoznajama koje su važne menadžerima i marketinškim stručnjacima u hotelijerstvu, koji bi ih prilikom korištenja alata društvenih medija trebali uzeti u obzir. Rezultati pokazuju pozitivne učinke jasne i ažurirane web stranice, sigurne web stranice, aktivnih i ažuriranih alata društvenih medija, online interaktivnosti, povezanosti web stranice hotela s drugim korisnim web stranicama na povjerenje i lojalnost brandu hotela, ali i učinka povjerenja na lojalnost.Building and maintaining brand loyalty and trust are very important for every firm in today's such competitive environment. Hotels have make many efforts on branding to gain brand loyalty and brand trust from their customers and they have carried their efforts to social media to survive in online environment as well. The aim of this study is to identify the effect of social media on brand trust and brand loyalty trust for hotels brand. The survey was conducted on a sample of 189 respondents and resulted in findings that are important to managers and marketing specialists in hotel industry, which should be taken into account when using social media tools. The results show the positive effects of a clear and updated website, website security, active and updated social media tools, online interactivity and collaboration with other useful websites on brand trust and brand loyalty, and the effect of brand trust on brand loyalty

The role of effective communication and trustworthiness in determining guests’ loyalty

The file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link.This study investigates the role of trustworthiness and effective communication in the development of guests’ loyalty within the hotel sector. We propose and test a conceptual model that differentiates between two types of loyalty: attitudinal and behavioral. As hotels can control and manage how they communicate their desired characteristics to guests, we posit effective communication and a hotel’s trustworthiness as the key concepts in building loyalty. This study reports on the findings of a study based on 322 hotel guests. Data were analyzed using structural equation modeling. The results reveal that implementing effective communication methods leads to a trustworthy image, which in turn has a positive impact on attitudinal and behavioral loyalty. This research provides hotel managers with strategic directions for cultivating guest loyalty

Effects of service experience on customer responses to the hotel chain

This paper analyses customer experience in a hotel and its impact on the customer attitudes to both the individual hotel and the hotel chain. Specifically, the study focuses on the effects on emotions, satisfaction, attitude to hotel chain, intention to return, skepticism to negative information and WOM. In order to test the hypotheses, an empirical study was carried out in a sample of 300 individuals. Data was analysed through structural equation modelling, and results show that customer experiences in an individual hotel determine not only their responses to the hotel but also their responses to the hotel chain. Among all the considered outcomes, the stronger effects are found on WO

Influence of sustainability practices and green image on the re-visit intention of small and medium-size towns

This study set a model to predict the e ect of corporate social responsibility and green image on visit intention in small and medium-size towns (SMST). At present, there is a keen social awareness towards environmental problems, and cities are required to reduce their ecological footprint and make more sustainable use of natural resources. Increasingly, tourists are considering “green options” in their decision making. The questionnaire responses, obtained from a sample of 221 tourism in Malaga town (Spain) were analyzed using a Structural Equation Modelling (SEM) to test the research hypothesis related to the positive influence of sustainability practices, green image, trust with the intention of revisiting related to the loyalty of the destination. This study shows that there is a positive relationship between sustainability practices and re-visit intention and between the green image and re-visit intention, both directly and indirectly, through trust. Also, the fact that this relationship is more significant if it is part of the green image than if it is part of sustainability actions. To practice, this study provides managerial implications to help executives adopt green actions, thanks to their positive e ects on tourist loyalty and the di erent way of manifesting this loyalty.info:eu-repo/semantics/publishedVersio

Impacts of WeChat on Millennials’ Perceptions and Consumption Behaviors in the Hotel Industry

Social media, known as interactive Web 2.0 Internet-based applications, has deeply changed and reformed interpersonal communication and business operation with the wide spread of Internet and the development of technology. In the past few years, since mobile apps are becoming more and more popular, the access of social media is not limited to tablet computers only, but is also available for almost all kinds of smart phone devices, such as iPhone, Android, Symbian and so on. The function of social media is not confined to real- time message transmission or information sharing any more. It has expanded to a widely range of features, such as online purchase and payment, e-commerce business, and service for different types of social events. Social media plays an increasingly important role in daily personal life as well as in business activities. People are not merely considered as social media users, but also the component of social media itself. As a result, it is very crucial for people to realize the importance and impacts of social media, especially for those business operators. WeChat (Weixin in Chinses, literally “micro message”) is a cross-platform instant text and voice messaging communication service for multiple mobile devices, developed by Tecent in China, first released in the January of 2011. It is claimed to provide “the new way to connect” and create “a way of life”. It is free to download, install and register, and support all kinds of smart phone platforms with multiple language versions, such as Chinese, English, Japanese, French, and Spanish. WeChat provides its users different ways to communicate and interact with friends innovatively through instant text messaging, hold-to-talk voice messaging, group messaging, lively video sharing, location sharing, money transferring, and contact information sharing. Among all the WeChat users, Millennials is the majority. With the growing-up of Millennials, they are becoming more and more powerful and important to the society and will be the next target segmentation for most of the industries in the very near future. Especially for the hotel industry, the industry that urges to attract Millennials patrons for further substantial development, how to attract Millennials is becoming a critical issue for those hotel operators

Social Media and Hotel E-Marketing in Iran: The Case of Parsian International Hotels

With a quantitative study, this research has aimed to investigate the role of social media in Iranian hotels’ electronic marketing. A questionnaire technique was used on a sample of 140 marketers who work in the Parsian International Hotels’ marketing department. For data evaluation an SPSS program was used. Kolmogorov-Smirnov, Cochran, Regression, Non-standardized coefficients and Standard coefficient tests were carried out. Based on the findings, we can state that social media are still not an important marketing tool for Iranian hotels. Facebook and YouTube are the media which are most used for marketing purposes as videos and photos can be used on these sites more than others. The results show that the marketing abilities of Parsian Hotels improve with the increasing use of social media, but the hotel marketing sector has failed to fully utilize internet opportunity as a marketing tool

MORE THAN FRIENDS: THE IMPACT OF SOCIAL MEDIA ON WORD OF MOUTH, BRAND LOYALTY AND PURCHASE INTENTIONS FOR INTERNATIONAL HOTELS

Purpose of the study: Increases in global travel have led to the internationalization of the hospitality industry. Though a number of applications of social media have been examined in the hospitality industry, few of them integrate key dimensions of fan pages into a measurement model in the same time, including interactivity (INT), engagement (ENG), trust (TRT), friendship (FRP), word-of-mouth (WOM) and purchase intention (PI). Methodology: Based on 408 valid fans from Facebook fan pages of 24 International hotels in Taiwan, the empirical results show that ENG, FRP, TRT, and WOM all act as partial mediators in their impact on post-purchase behaviors. Based on Taiwanese International hotels, this study attempts to explore why these owners want more than just a friend. Main findings: The empirical results show that ENG, FRP, TRT, and WOM all act as partial mediators in their impact on post-purchase behaviors. The study demonstrates the mechanisms behind utilizing social media to build solid long term potentially profitable relationships with hotel clientele. Originality/value: We propose and empirically investigate an integrated theoretical framework to more fully capture and describe the consumer’s behavior in the brand community. Our model of the social media process is informed by an “S-O-R” view from consumer behavior, where INT and ENG help create the situation which acts as a stimulus for FRP and TRT which in turn influence BL, WOM, and further PIs. Here, we see the pull force (website INT) as an influence on the brand-consumer relationship (i.e., FRP) through a push force (fan’s ENG). Together and along with the brand content they combine to create the consumer stimulus

BRAND PERCEPTION AND GUESTS’ PURCHASE INTENTIONS OF HOTELS IN PORT HARCOURT, RIVERS STATE NIGERIA

This study sought to examine the influence of brand perception on guests’ purchase intention of hotels in Port Harcourt, Rivers State. The study was guided by four research questions and it was hypothesised that there is no significant relationship between the dimensions of brand perception (which comprises perceived product quality, price perception, perceived brand awareness and perceived brand image) and purchase intention.  A sample size of one hundred and eleven (111) respondents was drawn from 32 hotels in Port Harcourt using the cluster sampling technique. Pearson Moment Correlation Technique was used in testing the hypotheses at 95% level of confidence. It was found that there is a strong positive and significant relationship between perceived product quality, price perception, and brand image and purchase intention with r score of 0.821, 0.900 and 0.972 respectively. Meanwhile brand awareness was proved to have a moderate relationship with purchase intention with r value of 0.688. It was found that the use of social media marketing strategy is still at its cradle in the hotel industry in Port Harcourt. Consequently, the study recommended that hotel management should  strive to improve the brand image of their hotels by creating multiple marketing strategies that will improve the perception of their target audience about the hotels. It is also imperative for hotel managers to take advantage of social media marketing platforms to create positive awareness and communication with the public. This will help boost their image and ultimately induce guests’ patronage

The impact of online interaction brand equity dimensions for hospitality

Brand equity arose as a key concept in marketing, it’s influenced by every marketing decision and communication has a great impact on customer’s perception and lastly the number of consumers that buys the product or service from brands. That is why communication is widely studied and also their impacts on the brand’s value, the brand equity. Nowadays, online communication has a tremendous impact on a communication plan for any company and is turning origin of value creation, from brand to the consumer. Giving to them the ability to influence other consumers and to do it even more accurately and efficiently than brands. The service industry really took a punch on this switch. Services are now in scrutiny like never. Part of the experience is now the evaluation of the service and dedicated new platforms are appearing in the market and constituting communities around types of services. One of them is the hospitality sector. The stay on a hotel or hostel is now evaluated for a great amount of evaluation points and it affects the moment of purchasing when deciding for a hotel and after when communicating with others. Through the study of two platforms that affect hotels, it’s possible to understand from what extend this impact is real and what the most affected dimensions by this interaction. A hypothesis testing was conducted and conclude that this impact is real and can affect brand equity for hospitality businesses in every dimension, some more than others and depending on the used platform.A brand equity tornou-se um conceito importante em marketing, é influenciada e impactada por cada decisão de marketing e a comunicação tem um grande impacto na perceção do cliente e, finalmente, no número de consumidores compram. É por isso que a comunicação é amplamente estudada, assim como os seus impactos no valor da marca. Atualmente, a comunicação online tem um impacto tremendo num plano de comunicação de qualquer empresa e está a alterar a origem da criação de valor, da marca para o consumidor, dando aos consumidores a capacidade de influenciar outros consumidores e de o fazê-lo com mais eficiência que as marcas. Nesta mudança os serviços foram os mais afetados. Estão agora sob um escrutínio nunca visto, parte da experiência está agora na avaliação do serviço e novas plataformas surgem constituindo comunidades em torno destes negócios. Uma delas é a hospitalidade. A estadia num hotel ou "hostel" é agora avaliada por uma vasta quantidade de pontos de avaliação, afetando o momento da compra e pós-compra quando comunica a sua estadia às comunidades "online". Através do estudo de duas principais plataformas que afetam hotéis e "hostels", é possível entender a dimensão desse impacto, a sua representação na "brand equity" e quais são as dimensões mais impactadas. Um teste de hipóteses foi conduzido e concluiu que este impacto é real e pode afetar o valor da marca para o setor da hospitalidade em todas as dimensões da "brand equity", algumas mais do que outras e variando conforme a plataforma utilizada