Brand experiential marketing influencing values of boutique hotels

Main Article Content

TIPKANOK WIANGKHAM
Kerdsiri Kerdsiri Charoenwisan

Abstract

The hotel sector has been growing recently and is a significant component of Thailand's tourism industry. However, times have changed. Hotel executives must learn and drive their businesses to keep up with technology, focusing on using artificial intelligence technology to create personalized experiences, deliver exceptional service beyond expectations, understand the needs of tourists, and constantly adapt to changes. Boutique hotels are small accommodations that are one-of-a-kind in terms of design, location, and service, and they cater to customers with special needs for a specific product or service. This research investigated the concepts of experiential marketing, brand experience, experiential online marketing, and brand loyalty. Experiential marketing in the boutique hotel industry focuses on using online social media to communicate with customers from the advertising process with various marketing strategies until the customer decides to acquire the service. At the same time, customers share their stories and positive service experiences with others through social media. This creates an endless cycle of service and boosts the bottom line of boutique hotels. The boutique hotel experiential marketing is a combination of the advantages of the online world and the strengths of the offline world, which helps to enhance the offline business even more.

Downloads

Download data is not yet available.

Article Details

How to Cite
WIANGKHAM, T., & Kerdsiri Charoenwisan, K. (2022). Brand experiential marketing influencing values of boutique hotels. Journal of Rattana Bundit University, 17(1), 77–84. Retrieved from https://so03.tci-thaijo.org/index.php/rbac/article/view/259092
Section
Academic Article

References

กองยุทธศาสตร์และการวางแผนเศรษฐกิจมหภาค. (2562). ภาวะเศรษฐกิจไทยไตรมาสที่สามและแนวโน้มปี 2562–2563. https://www.nesdc.go.th/ewt_dl_link.php?nid=9618

บุ๊คกิ้งดอทคอม. (2562). คาดการณ์เทรนด์ท่องเที่ยวประจำปี 2020 ชาวไทยใส่ใจสิ่งแวดล้อม เที่ยวเมืองรองมากขึ้น. https://shorturl.asia/ZU7uw

สำนักงานเศรษฐกิจการคลัง, สำนักนโยบายเศรษฐกิจมหภาค (2564). ประมาณการเศรษฐกิจไทยปี 2564 และ 2565. https://media.thaigov.go.th/uploads/document/142/2022/01/pdf/Doc_20220128131546000000.pdf

Aaker, D. A., & Equity, M. B. (1991). Capitalizing on the value of a brand name. New York, 28(1), 35-37.

Anhar, Lucienne. (2001). The definition of boutique hotels. https://www.hospitalitynet.org/editorial/4010409.html.

Atilgan, E., Aksoy, Ş., & Akinci, S. (2005). Determinants of the brand equity: A verification approach in the beverage industry in Turkey. Marketing Intelligence & Planning, 23(3), 237-248.

Atwal, G., & Williams, A. (2009). Luxury brand marketing: The experience is everything. Journal of Brand Management, 16(5/6), 338-346.

Berry, L.L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128-137.

Booking.com. (2019). Booking.com Forecast of travel trends for 2020, Thai people care about the environment, Travel to secondary cities more. https://shorturl.asia/ZU7uw (in Thai)

Bowden, J. L. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63-74.

Brakus, J.J., Schmitt, B.H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73(3), 52-68.

Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.

Burnkrant, R. E., & Unnava, H. R. (1995). Effects of self-referencing on persuasion. Journal of Consumer Research. 22(1), 17-26.

Chang, P. L. & Chieng, M. H. (2006). Building consumer-brand relationship: a cross-cultural experiential view. Psychology and Marketing, 23(11), 927-959.

Cobb-Walgren, C.J., Ruble, C.A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25-40.

Cleff, T., Lin, I. C., & Walter, N. (2014). Can You Feel It?-The effect of brand experience on brand equity. IUP Journal of Brand Management, 11(2), 7.

Dayour, F. (2019). Backpackers’ experiences with smartphone usage in Ghana. Anatolia. 30(3), 390-403.

Ding, C. G. and Tseng, T. H. (2015). On the relationships among brand experience, hedonic emotions, and brand equity. European Journal of Marketing, 49(7/8), 994-1015.

Forgacs, G. (2003). Brand asset equilibrium in hotel management. International Journal of Contemporary Hospitality Management, 15(6), 340-242.

Fung, S. K. & King, C. (2010). When experience matters: Building and measuring hotel brand equity, the customer`s perspective. International Journal of Contemporary Hospitality Management, 22(5), 589-608.

García, J. A. C., Galindo, A. D. V., & Suárez, R. M. (2018). The effect of online and offline experiential marketing on brand equity in the hotel sector. Spanish Journal of Marketing-ESIC, 22(1), 22-41.

Ghaderi, Z., Mirzapour, M., Henderson, J. C., & Richardson, S. (2019). Corporate social responsibility and hotel performance: A view from Tehran, Iran. Tourism Management Perspectives. 29, 41-47.

Hollebeek, L. (2011a). Exploring customer brand engagement: Definition and themes. Journal of Strategic Marketing, 19(7), 555-573.

Hollebeek, L. (2011b). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7-8), 785-807.

Hollebeek, L. D., Glynn, M. S. & Brodie, R.J. (2014). Consumer brand engagement in social media: Conceptualization, scale development, and validation. Journal of Interactive Marketing, 28(2), 149-165.

Hoyer, W.D., Chandy, R., Dorotic, M., Krafft, M., & Singh, S.S. (2010). Consumer co-creation in new product development. Journal of Service Research, 13(3), 283-296.

Im, H. H., Kim, S. S., Elliot, S. & Han, H. (2012). Conceptualizing destination brand equity dimensions from a consumer-based brand equity perspective. Journal of Travel & Tourism Marketing, 29(4), 385-403.

Keller, K.L. (2003). Strategic brand management: Building, measuring, and managing brand equity (2nd ed.). Englewood Cliffs, NJ.: Prentice-Hall.

Keyser, A., Lemon, K. N., Klaus, P., & Keiningham, T. L. (2015). A framework for understanding and managing the customer experience. Marketing Science Institute: working paper series, 85(1), 15-121.

Kim, D., & Perdue, R. R. (2013). The effects of cognitive, affective, and sensory attributes on hotel choice. International Journal of Hospitality Management, 35, 246-257.

Kim, H., & Kim, W. (2005). The relationship between brand equity and firms performance in luxury hotels and chain restaurants. Tourism Management, 26(4), 549-560.

Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010). Undervalued or overvalued customers: Capturing total customer engagement value. Journal of Service Research, 13(3), 297-310.

Macroeconomic Policy Office, Fiscal Policy Office. (2021). Thai economic projections for 2021 and 2022. https://media.thaigov.go.th/uploads/document/142/2022/01/pdf/Doc_20220128131546000000.pdf (in Thai)

Macroeconomic Strategy and Planning Division. (2019). Thai economic conditions in the third quarter and outlook for 2019-2020. https://www.nesdc.go.th/ewt_dl_link.php?nid=9618 (in Thai)

Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: Conceptualization, measurement and application in the catalog and internet shopping environment. Journal of Retailing, 77(1), 39-56.

Nambisan, P., & Watt, J. (2011). Managing customer experiences in online product communities. Journal of Business Research, 64(8), 889-895.

Prasad, K., & Dev, C.S. (2000). Managing brand equity: A customer-centric framework for assessing performance. Cornell Hotel and Restaurant Quarterly, 41(3), 22-31.

Rose, S., Hair, N., & Clark, M. (2011). Online customer experience: A review of the business-to-consumer online purchase context. International Journal of Management Reviews, 13(1), 24-39.

Sabiote, E. F., & Ballester, M. E. D. (2011). Marcas de experiencia: Marcando la diferencia. Estudios Gerenciales, 27(121), 59-77.

Salehi, M., Salimi, M., & Haque, A. (2013). The impact of online customer experience on service quality in Malaysia. World Applied Sciences Journal, 21(11), 1621-1631.

Skard, S., Nysveen, H., & Pedersen, P. E. (2011). SNF Working Paper No. 09/11 Brand and customer experience in service organizations: Literature Review and Brand Experience Construct Validation.

Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Consumer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 127-145.

Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of business research, 52(1), 1-14.

Zarantonello, L. & Schmitt, B.H. (2010). Using the brand experience scale to profile consumers and predict consumer behavior. Journal of Brand Management, 17(7), 532-540.