دانلود رایگان مقاله انگلیسی بهبود عملکرد برند هتل از طریق تقویت روابط برند در ذهن مصرف کنندگان - الزویر 2018

abstract

Hotels are becoming increasingly oriented towards developing relationships with their consumers (patrons/guests), giving rise to a heavy focus on consumer-brand relationships in tourism and hospitality research. This study examines the extent to which consumers’ perceived relationship orientations of hotel brands (i.e., PBRO) influences their identification with and anticipated emotions towards hotel brands, which in turn drives desirable performance outcomes for hotels such as the share of wallet, consideration set size, and revisit intention. To test our hypotheses, we recruited 376 respondents via Amazon Mechanical Turk (Mturk). We found that consumer-brand identification and anticipated emotions mediate the relationship between perceived brand relationship orientation and all performance outcome variables. These mediating effects are moderated by consumer involvement with hotel choice. Specifically, consumer involvement positively moderates the link between PBRO and consumer-brand identification and negatively moderates the effects of PBRO on anticipated emotions.

5. Discussions

This study examined the impact of PBRO on hotel brand performance, measured by consumers' share of wallet, revisit intentions, and consideration set size. Specifically, it was proposed that hotels' PBRO has direct and indirect effects on brand performance through the mediating role of consumer-brand identification (i.e., cognitive/central route of persuasion) and positive anticipated emotions (i.e., emotional/peripheral route of persuasion). A moderated mediation analysis was also employed to understand the facilitating role of involvement in our conceptual model. This study demonstrated that a hotel's PBRO has significant direct and indirect effects on hotel brand performance. Such effects are mediated by consumer-brand identification and anticipated emotions, and moderated by product category involvement. Next, we discuss the research and managerial implications of our findings.

5.1. Theoretical contributions

This study makes at least three contributions to the tourism and hospitality literature. First, it empirically confirms the appropriateness of relationship marketing theory in the context of hotel brands by evaluating the hotel's brand relationship-building approaches from consumers' perspectives. This study is the first to empirically examine how consumer perceptions of a hotel brand's relationship orientation affects the brand's performance. The findings of direct and indirect effects of PBRO on all brand performance indicators in this study advance knowledge regarding important outcomes that are influenced by a hotel brand's relationship marketing strategy.