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BRANDING BOUTIQUE HOTELS: MANAGEMENT AND EMPLOYEES’ PERSPECTIVES

Ozarslan, Lara
http://rave.ohiolink.edu/etdc/view?acc_num=kent1396893902

Abstract Details

2014, MS, Kent State University, College of Education, Health and Human Services / School of Foundations, Leadership and Administration.
Boutique hotels have become increasingly popular due to excess supply of homogenous chains and changing consumer expectations. The industry faces challenges of shifting away from traditional branding to adopting innovative customer-driven strategies that respond to tomorrow’s boutique hotel guests’ demands. Branding opportunities for boutique hotels are under-explored. To date, no research has specifically explored the phenomenon of internal and external branding within the boutique hotel sector. The objectives of the qualitative portion of this study are: (a) to understand how boutique hotels position their brands internally through exploring the three variables (communication, consistency, and core values) that drive successful brands and (b) to gain deeper knowledge of managements’ perception about employees’ importance in the boutique hotel sector. The quantitative section aims to (a) investigate boutique hotel employees’attitudinal and behavioral support towards their particular hotel, (b) to test the predictive powers of the following variables on employees’ brand promise delivery: internal branding prerequisites, attitudes, behavior, and authenticity; and (c) to determine whether demographics or hotel type have an impact on the variables. A mixed methodology approach was used: in-depth interviews were conducted with General Managers (GMs) and electronic and survey papers were administered to chain-affiliated and independent boutique hotel employees at all levels. Descriptive statistics, independent-tests, one-way Analysis of Variance (ANOVA), and several multiple regression analysis were used to obtain results. Qualitative results offered best practice examples and valuable information about branding boutique hotels. Results of the quantitative part indicated significant relationships among the internal branding variables.
Ning-Kuang Chuang (Committee Chair)
238 p.
Marketing

Recommended Citations

Citations

  • Ozarslan, L. (2014). BRANDING BOUTIQUE HOTELS: MANAGEMENT AND EMPLOYEES’ PERSPECTIVES [Master's thesis, Kent State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=kent1396893902

    APA Style (7th edition)

  • Ozarslan, Lara. BRANDING BOUTIQUE HOTELS: MANAGEMENT AND EMPLOYEES’ PERSPECTIVES. 2014. Kent State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=kent1396893902.

    MLA Style (8th edition)

  • Ozarslan, Lara. "BRANDING BOUTIQUE HOTELS: MANAGEMENT AND EMPLOYEES’ PERSPECTIVES." Master's thesis, Kent State University, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=kent1396893902

    Chicago Manual of Style (17th edition)

kent1396893902
20,894
© 2014, some rights reserved.Creative Commons License BRANDING BOUTIQUE HOTELS: MANAGEMENT AND EMPLOYEES’ PERSPECTIVES by Lara Ozarslan is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License. Based on a work at etd.ohiolink.edu.
This open access ETD is published by Kent State University and OhioLINK.