CONSUMER FASCINATING DETERMINANTS OF GLOBAL FIVE-STAR HOTEL BRANDS: A SRI LANKAN PERSPECTIVE
Abstract
Global brands for five-star hospitality firms such as Sheraton, Hilton, Marriot, Inter-continental, and Shangri-La were examined to scrutinize the determinants of global five-star hotel brands by exploring brand awareness, brand preference and brand association. Multi-methodological approach addresses the determinants of global five star hotel brands with a perspective in Sri Lanka, an emerging tourism small island to answer several questions: (1) how do global consumers of different cultural and different geographical regions and domestic Sri Lankan consumers evaluate global five star hotels brands differently? (Brand Awareness) (2) what determines their preference for global five-star hotels brands? (Brand Preference); and (3) how do different types of services associated with global five-star hotels brands influence consumer preferences? (Brand Association).
JEL: D11; D12; L83
Article visualizations:
Keywords
Full Text:
PDFReferences
Aaker David A. (1991). Management Brand Equity, Building Strong Brand. The Free Press, New York, NY. USA.
Aaker D. A. & Alexander L. Biel (1993; 1996). Brand Equity and Advertising & Role in Building Strong Brands. Lawrence Erlbaum Associates, Inc. Hillsdale. NJ. USA.
Aaker D. A. & Joachimsthaler, E. (2000). Brand Leadership. The Free Press, New York, NY. USA.
Adzoyi, Jan Blomme, & Honyenuga (2018); Riva, F. (2019). Loyal Customers, Marketing, And the Results of Customer Loyalty can be Spelled as Increased Sales, Asian Social Science; Vol. 15, No. 4. 31(4), 259-288. https://doi.org/10.1108/IJBM-11-2012-0114.
Akroush, M., N.; Jraisat, L. E.; Kurdieh, D. J.; Al-Faouri, R. N.; Qatu, L. T. (2016). The Tourism Service Quality Dimensions from International Tourists' Viewpoints, Journal article: Tourism Review Vol.71 No.1 pp.18-44 ref.103.
Al-Kwifi, Osama S., Gary L. Frankwick, and Zafar U. Ahmed (2005; 2019), Achieving ... Analytics on New Product Development Success, Journal of Business Research, 69 (5), 1562-66, Special Issue on Strategy Evaluation Research, in Advances in Business Marketing and Purchasing, Volume 7, Arch G. Woodside (ed).
Altinay, Dai, Chang, Lee, Zhuang, & Liu (2019). How to facilitate Hotel Employees’ Work Engagement, International Journal of Contemporary Hospitality Management, Volume: 31 Issue: 3.
Alrawadieh & Dincer (2019). Reputation Management in Cyberspace: Evidence from Luxury Hotel Market in Jordan. Journal of Hospitality and Tourism Technology, Volume: 10 Issue: 1.
Alshibani & Bakhter (2018). Operation & Maintenance Cost of Hotel. Property Management, Volume: 36 Issue: 3.
Alameeri, Ajmal, Hussain, & Helo (2018). Sustainable Management Practice in UAE Hotels. International Journal of Culture, Tourism and Hospitality Research, Volume: 12 Issue: 4.
Amin, Muslim & Aldakhil, A. M. & Wu, C. & Rezaei, Sajad & Cobanoglu, Cihan (2017). The structural relationship between TQM, employee satisfaction and hotel performance. International Journal of Contemporary Hospitality Management. 29. 1256-1278. 10.1108/IJCHM-11-2015-0659.
Berry, & Leonard, L. L. (1999; 2000). Discovering the Soul of service: The Nine Drivers of Sustainable Business Success, Journal of Consumer Research, (March), Vol. 449-70. & Cultivating Service Brand Equity, Journal of the Academy of Marketing Science, 128 – 37.
Belk, Russell, W., Sherry John F., & Wallendorf (1998). A Naturalistic Inquiry into Buyer and Seller Behavior at a Swap Meet, Journal of Consumer Research, (March) 449 - 70.
Bharwani, S. and Butt, N. (2012), Challenges for the global hospitality industry: an HR perspective, Worldwide Hospitality and Tourism Themes, Vol. 4 No. 2, pp. 150-162. https://doi.org/10.1108/17554211211217325
Berry P. & Parasuraman, A. (1998). Marketing Services Competing Through Quality. The Free Press, New York, NY.
Brown, Tom, J. & Dacin, Peter, A. (1997). The Company and the Product: Corporate Associations and Consumer Product Responses, Journal of Marketing, 61 (January), 86 – 84.
Bravo, Rafael & Pina Jose M. (2015). The Role of Perceived Value in Vertical Brand Extensions of Luxury and Premium Brands, Journal of Marketing Management, Volume 31, Issue 7-8, p881-913.
Bravo, Rafael; Pina Jose M. & Dall'Olmo Riley, Francesca (2015). The role of perceived value in vertical brand extensions of luxury and premium brands, Journal of Advertising. 2015, Vol. 44 Issue 1, p58-70. 13p.
Caccamo, A. & Taylor, Daniel D. (2019). A Global Brand Providing Quality Solutions for Hotel, Tourism & Leisure Projects. Pages 5 - 10.
Chunawalla, S. A. (1993). Marketing Principles and Practice – pp238, 1st Edition, Himalaya Publishing House, Mumbai – 400 – 004.
Chee, Harold & Harris, Rod (1993). Marketing; A Global Perspective. Pitman Publishing, London WC2E 9AN.
Chen, J. S. (2018). Advances in Hospitality and Leisure, Volume 9 27 Issue: 2, pp.191-207, https://doi.org/10.1108/APJML-12-2013-0159
Chernatony De Leslie (1999; 2010). Brand Management through Narrowing the Gap between Brand Identity and Brand Reputation; Classical models of brand management pay insufficient attention to staff as brand builders, placing more emphasis on ... Journal of Marketing Management, Woburn, MA. USA Volume 15, 1999 - Issue 1-3.
Dacin P. & Smith D. (1994). The effect of brand portfolio characteristics on consumer evaluations of brand extensions. Journal of Marketing Research.31 (2):229-242.
De Chernatony, L. & Malcolm, Mc Donald (1998). Creating Powerful Brand in Consumer Service and Industrial Markets, Butterworth Heinemann, pp.168 – 173, High Hollyburn, London, WCIV, 7AA, UK.
Doole, Isobel & Lowe, Robin (1999). International Marketing Strategy Analysis, Development and Implementation – 2nd Edition (Chap. 9, pp.367 – 402, 453), International Thomson Business Press Berkshire House, London WCIV 7AA UK.
Edell, & Staelin (1983). Gardner, (1985); Smith, & Swinyard (1983, 1985). Advances in Consumer Research (1987), Volume 14 Issue, 2 Pages 168-172.
Farha, A., Al-Kwifi, O. & Ahmed Zafar, U. (2018). Strategies and Training Programs for Employees, ISSN: 1757-9880.
Farha, A., Al-Kwifi, O. & Ahmed, Zafar, U. (2018). The Salient of Employee Behavior Associations in the Consumers’ Minds, ISSN: 1757-9880.
Fuentes, & Mellinas (2018). Hotel That Most Rely on Booking. Com. Tourism Review, Volume: 73 Issue: 4.
Green, Paul E., and V. Srinivasan (1978). Conjoint Analysis in Consumer Research: Issues and Outlook.” Journal of Consumer Research, vol. 5, no. 2, 1978, pp. 103–123. JSTOR, www.jstor.org/stable/2489001. Accessed 24 Jan. 2020.
Gross, Huang, & Ding (2017). Chinese Hotel Firm Internationalization. International Journal of Contemporary Hospitality Management, Volume: 29 Issue: 11.
Hadiyati, E. (2016). Marketing mix and AIDA model influence consumers in purchasing online, British Journal of Marketing Studies. Vol.4, No.7, pp.49-62.
Hua, N., Wei, W., L. De Franco, A., & Wang, D. (2018). Do loyalty programs really matter for hotel operational and financial performance? International Journal of Contemporary Hospitality Management, 30(5), 2195-2213.
Hua-Wan S., Wang, W., Agnes, Franco, & Wang, Y. (2018), Strong Brands are Characterized by Perceived Quality, Volume 22 Ekoloji Issue 4, Pages 3-15.
Huertas-Valdivia, Irene, Javier, F., Montes, Llorens-Montes, Ruiz-Moreno, Antonia (2018). Achieving Engagement among Hospitality Employees, a Serial Mediation Model, International Journal of Contemporary Hospitality Management, Vol. 30 Issue: 1, pp.217-241
Iddamalgoda, K. (2004). Productivity and Expansion of Cooperative Movement, Godage Publication, Sri Lanka. ISBN955-20-4860-5
Ihtiyar, A., Gulsah, Ihtiyar, G. & Galay, Y. (2018). The Dependability and Repetitive Quality is in the Service Process, Journal of Hospitality Management, Volume: 6 Issue: 7.
Jalilvand A. (2017). The Effect of Innovativeness and Customer Oriented Systems on Hotel Performances in the Hotel Industry of Iran. Journal of Science and Technology Policy Management, Volume: 8 Issue: 1.
Jialin, Law, R., & Liu (2018), Global Five Star Hotel Brands, Journal of Engineering & Technology, Volume 32, Issue 3.
Kang, Busser, & Choi (2018). Service Climate How Does It Affect for Turnover Intention, International Journal of Contemporary Hospitality Management, Volume: 30 Issue: 1.
Kamakura, W. A. & Russel, G. L. (1991). Measuring Customer Perceptions of Brand Quality with Scanner Data, Report Number 91 – 122, Marketing Science Institute, in Cambridge, MA.
Kapferer, Jean Noel (1998). Strategic Brand Management: Creating and Sustaining Brand Equity Long Term, Kogan Page London, UK.
Kapferer, Jean Noel & Florence (2016). Beyond Rarity the Path of Luxury Desire. Journal of Product & Brand Management, Volume: 25 Issue: 2.
Kara, D., Uysal, M., Magnini, V. (2012). Gender differences on job satisfaction of the five‐star hotel employees: The case of the Turkish hotel industry, International Journal of Contemporary Hospitality Management, Vol. 24, No. 7, 1047-1065.
Kucukusta, Denis (2017). Chinese Travelers’ preference for Hotel Amenities. International Journal of Contemporary Hospitality Management, Volume: 29 Issue: 7.
Keller, Kevin Lane (1998). Strategic Brand Management: Building, and Managing Brand Equity, Prentice- Hall, Inc. Upper Saddle River, NJ.
Keller, Kevin Lane (1993). Conceptualizing, Measuring and Managing Customer Based Brand Equity, Journal of Marketing, 57 (January).
Keller, K. L., & Kotler, P. (2012). Marketing management. New York, NY: Pearson Prentice Hall.
Keller, Kevin, Lane, Parameswaran M. G. & Jacob Isaac (2012). Building, Measuring and Managing Brand Equity. Chapter in “Strategic Brand Management” (3rd Edition), Pearson, Delhi, Chennai – Chandigarh. India.
Ko, Chan, Y., & Wong, I., A., (2019). Scale Development Study of CSR: Hotel Employees Perception. International Journal of Contemporary Hospitality Management, Volume: 31 Issue: 4.
Kotler, Philip, & Armstrong, Gary (2016). Principles of Marketing. Repro India Ltd, Noida 201309, India.
Kotler, Philip, & Keller, Kevin Lane (2017). Marketing Management. (15th Edition), pp327, Pearson, Manipai press Ltd. printed in India.
Kotler, P., Armstrong, G., Agnihotri, P., Y., & Haque, E., U. (2010). A South Asian Perspective, Pearson, Manipai press Ltd. Printed in India.
Levens, Michael (2011). Marketing: Defined, Explained & Applied, pp 84 – 91, Pearson – Published by Dorling Kindersley, India.
Liang, Sai; Schuckert, Markus & Law, Rob (2019). How to Improve the Stated Helpfulness of Hotel Review? A multilevel Approach. International Journal of Contemporary Hospitality Management, Volume: 31 Issue: 2.
Lo, S., Ada, Im, H., Hyunjung, Chen, Y., & Qu, Haillin (2017). Building Brand Relationship Quality among Hotel Loyalty Program. International Journal of Contemporary Hospitality Management, Volume: 29 Issue: 1. ISSN: 0959-6119
Luo, Y., Marnburg & Law, R. (2017). Linking Leadership and Justice to Organizational Commitment. International Journal of Contemporary Hospitality Management, Volume: 29 Issue: 4.
Luo, Y., Yang, W., & Law, R., (2014). How to achieve a High Efficiency Level of the Hotel Industry, International Journal of Contemporary Hospitality Management, Volume: 26 Issue: 8.
Bani-Melhem, S., Zeffane, R. and Albaity, M. (2018). Determinants of employees’ innovative behavior, International Journal of Contemporary Hospitality Management, Vol. 30 No. 3, pp. 1601-1620. https://doi.org/10.1108/IJCHM-02-2017-0079
Menicucci, E. (2018), "The influence of firm characteristics on profitability: Evidence from Italian hospitality industry", International Journal of Contemporary Hospitality Management, Vol. 30 No. 8, pp. 2845-2868. https://doi.org/10.1108/IJCHM-04-2017-0219
Mukherjee, A., Satija, D., Goyal, T. M., Mantrala, M., K., Zou, S., (2012). Are Indian Consumers Brand Conscious? Insight for Global Retailers, Asia Pacific Journal of Marketing & Logistics, ISSN 1355-5855.
Nordhorn, Scuttari, & Pechlaner (2018). The Consumer Satisfaction & Loyalty, Emerald group publishing Ltd. Journal of Contemporary Hospitality Management.
Ortega (2016). Revenue Management Systems and Hotel Performance in the Economic Downturn. International Journal of Contemporary Hospitality Management, Volume: 28 Issue: 4.
Pinkess, Andrew (1997). Service Brands: Building Invisible Brands Out on the New Marketing Frontier, (November), pp.14 – 15.
Rahman, M., Islam, R., Wan Husain, W. and Ahmad, K. (2019). Developing a hierarchical model to enhance business excellence in hotel industry of Bangladesh, International Journal of Contemporary Hospitality Management, Vol. 31 No. 4, pp. 1836-1856. https://doi.org/10.1108/IJCHM-02-2018-0110
Rather, R.A., Tehseen S. & Parrey H. P. (2018), Promoting Customer Brand Engagement & Brand Loyalty, Spanish Journal of Marketing - ESIC, Volume: 22 Issue: 3.
Rishi, Meghna & Joshi Guarav (2016). Emerging Challenges for Branded Budget Hotels in India, Worldwide Hospitality and Tourism Themes, Volume: 8 Issue: 1.
Sekaran Uma & Bougie (2014). Research methods for Business, Published by Wiley India Pvt. Ltd, New Delhi, India.
Šerić, Maja (2017). Relationship between Social Web, IMC & Overall Brand Equity, European Journal of Marketing, Volume: 51 Issue: 3. ISSN: 0309-0566.
Sheresheva, Marina, Y., Oborin, Matvey, S., & Polyanskaya, Elevo, E. (2018). International Hotel Chain in Russia, Worldwide Hospitality & Tourism Themes, Volume: 10, No: 4. ISSN: 1755-4217
Sheresheva, Marina, Y. (2018). The Russian Hospitality and Tourism Market, Journal of Worldwide Hospitality and Tourism Themes, Volume: 10 Issue: 4. ISSN: 1755-4217
Strokes, David, R. (1994). Discovering Marketing, pp335, DP Publications Ltd, London, UK
Sufi, T., & Shojale, N., (2018). A Hotel Classification Framework for Quality Service, Bridging Tourism Theory and Practice, ISBN 978-1-78756-384-1
Tomasevic, A., (2018). Luxury Hotels: Concepts & New Trends (2018). Quality Services & Experiences in Hospitality & Tourism, ISBN 978-1-78756-384-1
Turley, L. W. & Patrick, A. Moore (1995). Brand Name Strategies in the Service Sector, in Journal of Consumer Marketing.
Umasuthan, Hamsanandini; Park, Oun-Joung; Ryu, Jong-Hyun (2017). Influence of Empathy on Hotel Guests' Emotional Service Experience, Journal of Services Marketing, Volume 31 (6): 18 – Sep 11, 2017.
Valdivia, Montes, & Moreno (2018). Achieving Engagement among Hospitality Employees, International Journal of Contemporary Hospitality Management, Volume: 30 Issue: 1.
Veloso, Bruno; Leal, Fátima; González-Vélez, Horacio; Malheiro, Benedita and Burguillo, Juan Carlos (2018) "Scalable data analytics using crowdsourced repositories and streams. Journal of Parallel and Distributed Computing, 122. pp. 1-10. ISSN 0743-7315. DOI: 10.1016/j.jpdc.2018.06.013.
Veloso, Bruno; Leal, Fatima; Malheiro, Benedita & Burguillo Juan (2019). Research on Hotel Five Star brands. In 2019 23rd International Symposium on Consumer Technologies (ISCT). IEEE.
Vij, Madhu (2019). The Immerging Importance of Risk Management & Enterprise Risk Management Strategies in the Indian Hospitality Industry, Worldwide Hospitality & Tourism Themes Volume: 11 No: 4, ISSN: 1755-4217.
Vij, Madhu (2016). Influencing Cost Structure in Indian Hotels, Journal of Worldwide Hospitality & Tourism, Volume: 8 Issue: 4.
Wan, Y., Chan & Huang (2017). Environmental Awareness, Initiatives & Performance in the Hotel Industry of Macau, Tourism Review, Volume: 72 Issue: 1.
Wu, Pearce, & Dong (2017). How Satisfying are Shanghai Superior Hotels: The views of International Tourists, International Journal of Contemporary Hospitality Management, Volume: 29 Issue: 4.
Yang, W. (2018). Star Power, International Journal of Contemporary Hospitality management, Volume: 30, No: 1.
Yang, W., & Mattila, A., S., (2016). Why Do We Buy Luxury Experiences, International Journal of Contemporary Hospitality Management, Volume: 28 Issue: 9.
Zeithaml, Valarie, A. (1981). How consumer Evaluation Processes Differ between Goods and Services, American Marketing Association, Chicago IL (186-90).
Zeithaml, V. A. & Brucks, M. (1991). Price & Brand Name as Indicators of Quality Dimensions, Report Number 91‐130, Marketing Science Institute, Cambridge, MA.
Zeithaml, V., A., Parasuraman, A., & Berry, Leonard, L. (1985). Problems and Strategies in Services Marketing, Journal of Marketing.
Zemke, Raab, & Wu (2018). How Does Hotel Design Contribute to Property Performance? International Journal of Contemporary Hospitality Management, Volume: 30 Issue: 2.
DOI: http://dx.doi.org/10.46827/ejmms.v0i0.725
Refbacks
- There are currently no refbacks.
Copyright (c) 2020 Kumudinie Champa Liyasilinie Iddamalgoda
This work is licensed under a Creative Commons Attribution 4.0 International License.
The research works published in this journal are free to be accessed. They can be shared (copied and redistributed in any medium or format) and\or adapted (remixed, transformed, and built upon the material for any purpose, commercially and\or not commercially) under the following terms: attribution (appropriate credit must be given indicating original authors, research work name and publication name mentioning if changes were made) and without adding additional restrictions (without restricting others from doing anything the actual license permits). Authors retain the full copyright of their published research works and cannot revoke these freedoms as long as the license terms are followed.
Copyright © 2017-2023. European Journal of Management and Marketing Studies (ISSN 2501 - 9988) is a registered trademark of Open Access Publishing Group. All rights reserved.
This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library. All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All the research works published on this journal are meeting the Open Access Publishing requirements and standards formulated by Budapest Open Access Initiative (2002), the Bethesda Statement on Open Access Publishing (2003) and Berlin Declaration on Open Access to Knowledge in the Sciences and Humanities (2003) and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License. Copyrights of the published research works are retained by authors.
