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Hotels’ self-positioned image versus customers’ perceived image: a case study of a boutique luxury hotel in Hong Kong

Hotels’ self-positioned image versus customers’ perceived image: a case study of a boutique... This study aims to take boutique luxury hotels as its research subject to enrich the view on the self-positioned image of luxury hotels and simultaneously compare this image with the one perceived by customers. It also investigates whether a gap exists between the two images.Design/methodology/approachThe best-rated boutique luxury hotel in Hong Kong is selected as the case hotel. Through the interpretation and discussion of high-frequency wordlists and semantic co-occurrence network charts, major topics in the hotel’s self-presented image and customers’ perceived image are identified accordingly.FindingsFive dimensions (event making, exquisite food, excellent amenities and services, special function venue and promotion) used by hotels to form their boutique luxury image are recognised. Between hotels’ self-positioned image and customers’ perceived images, minor similarities such as the recognition of excellent amenities and services were confirmed but considerable differences were identified, indicating the ineffective marketing by the boutique luxury hotel despite its success in terms of ranking. Managerial suggestions on how to address the image discrepancy were proposed.Originality/valueThis study contributes insights into hotel image discrepancy among social media platforms in luxury hotel segments by adding the category of boutique luxury hotels. It also identifies the implications for enhancing the development of a hotel image to meet customers’ needs and expectations. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Tourism Review Emerald Publishing

Hotels’ self-positioned image versus customers’ perceived image: a case study of a boutique luxury hotel in Hong Kong

Tourism Review , Volume 76 (1): 14 – Jun 12, 2020

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References (57)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1660-5373
eISSN
1660-5373
DOI
10.1108/tr-02-2019-0078
Publisher site
See Article on Publisher Site

Abstract

This study aims to take boutique luxury hotels as its research subject to enrich the view on the self-positioned image of luxury hotels and simultaneously compare this image with the one perceived by customers. It also investigates whether a gap exists between the two images.Design/methodology/approachThe best-rated boutique luxury hotel in Hong Kong is selected as the case hotel. Through the interpretation and discussion of high-frequency wordlists and semantic co-occurrence network charts, major topics in the hotel’s self-presented image and customers’ perceived image are identified accordingly.FindingsFive dimensions (event making, exquisite food, excellent amenities and services, special function venue and promotion) used by hotels to form their boutique luxury image are recognised. Between hotels’ self-positioned image and customers’ perceived images, minor similarities such as the recognition of excellent amenities and services were confirmed but considerable differences were identified, indicating the ineffective marketing by the boutique luxury hotel despite its success in terms of ranking. Managerial suggestions on how to address the image discrepancy were proposed.Originality/valueThis study contributes insights into hotel image discrepancy among social media platforms in luxury hotel segments by adding the category of boutique luxury hotels. It also identifies the implications for enhancing the development of a hotel image to meet customers’ needs and expectations.

Journal

Tourism ReviewEmerald Publishing

Published: Jun 12, 2020

Keywords: Self-positioned image; Perceived image; Boutique luxury hotel; Comparative study; 自我定位形象; 感知形象; 精品豪华酒店; 比较研究; Imagen auto-posicionada; Imagen percibida; Un hotel boutique de lujo; Un estudio comparativo

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