دانلود رایگان مقاله انگلیسی تأثیر بازاریابی تجربی آنلاین و آفلاین بر ارزش برند در بخش هتل - امرالد 2017

Abstract

Propose – This paper aims to measure the relationship between online experiential marketing (during the purchasing process involving information search and booking) and offline experiential marketing (during the stay) with hotel brand equity. In addition, the study attempts to determine if there is a significant link between the online hotel experience and the subsequent offline hotel stay experience. Desing/methodology/approach – A self-report survey was conducted in a series of four-star hotels in Granada city. The questionnaire was focused on measuring online experience, offline experience and brand equity. For the analysis of the data, a structural equations model was developed. Findings – The results suggest that the experience during the hotel stay, contrary to that of the online purchase process, has an influence on hotel brand equity. Nonetheless, the online experience has a significant impact on the hotel stay experience. Practical implications – This study is of particular utility for hotel management given that, although it is a sector that for several years has integrated experiential marketing in its service strategy, there is little research analyzing the impact of such actions on the variables that are of interest to the hotel. Originality/value – There are no hotel sector studies that have jointly analyzed the role of the online and offline tourist experience and its role in contributing to brand equity. Recognizing the previous notions will allow hotels to identify where to focus marketing efforts so as to increase brand equity.

5. Conclusions and practical implications

Experience is considered one of the most essential aspects that managers should take into account when developing their marketing mix strategy (Brakus et al., 2009; Chang and Chieng, 2006). Experiential marketing retains customers by providing more personal, memorable and valuable interchanges (Vázquez-Casielles and Cachero-Martínez, 2014).

The present study attempts to offer a vision of how the online and offline experience of the tourist affects hotel brand equity. The approach to both of these levels of experience is through their dimensions, as well as the brand equity itself. In addition, the study attempts to deepen the relationship between the tourist’s online and offline experience.

The results point to a strong and positive relationship between the level of experience garnered in the stay and the hotel’s brand equity. This relationship is supported by recent studies advancing that consumers prefer to choose a brand mainly based on their experiential benefits and indicate that there is a direct and causal link between the service experience and its ability to generate consumer brand equity (Brembeck and Ekstrom, 2004; Hulten, 2009; Ratneshwar and Mick, 2005; Zarantonello and Schmitt, 2010). Managers are thus encouraged to increase their efforts in designing memorable experiences for tourists as they represent investments generating brand equity.

The online brand experience, nonetheless, is not proven to be directly linked to brand equity, suggesting that the offline experience is more important than the online experience in generating brand value. This was already noted in previous work (Hahn and Kim, 2009; Mohammad and Mouakket, 2012). On the other hand, the effect of online experience on the offline experience is significant and positive. Thus, although the online experience is not a direct antecedent of brand equity, it is significant in conditioning the tourist experience during the stay, probably because it offers a better knowledge of the resources, activities and initiatives that the hotel offers. This notion is backed by recent research demonstrating that the online experience influences customer behavior in the offline channel (Gabisch, 2011).