The Incorporation of Consumer Experience into the Branding Process: An Investigation of Name‐Brand Hotels

Given the growing number of hotel brands, improving consumer experience has become an increasingly important area of interest to industry practitioners. The purpose of this study is to investigate the relationship between hotel guests' brand experience, knowledge and loyalty to name‐brand hotels. Confirmatory factor analysis and structural equation modeling with the incorporation of a second‐order factor analysis were employed to achieve the research goals. The findings indicate that brand experience was represented as a holistic concept with sensory, affective, behavioral and intellectual aspects. While brand experience influences brand loyalty, its impact is partially mediated by brand knowledge. This is a pioneer study that combines consumer experience with branding in the hospitality industry and offers practical suggestions to facilitate hotel managers in their development of effective branding strategies. Copyright © 2015 John Wiley & Sons, Ltd.     

Post-2010 FIFA Soccer World Cup: oversupply and location of luxury hotel rooms in Cape Town

An excess of hotel rooms in cities preparing to host a mega-event such as the FIFA Soccer World Cup is not a new occurrence. Between 2007 and 2010 the number of five-star hotel rooms in Cape Town increased by 50% and four-star hotel rooms by 20%. A spatial database of three-, four- and five-star hotels was compiled for the hotel sector of Cape Town. This paper reveals the global–local nexus of luxury hotel development in Cape Town (South Africa) and three different contexts in which the oversupply of hotel rooms must be understood. First is South Africa as a developing country engaged in hosting a hallmark event and engrossed in concomitant inflated tourism-related expectations. Second is the vulnerability of Cape Town's hotel sector with its overdependence on long-haul holiday tourists from a narrow northern-hemisphere market experiencing the worst economic recession since the 1930s. Third is the favourable economic trends in South Africa from 1999 to 2007 that have trapped hotel developers in a ‘fallacy of composition’.     

Modelling roles of task‐technology fit and self‐efficacy in hotel employees' usage behaviours of hotel information systems

The purpose of this study was to examine the relationship between hotel information system (HIS) users' personal perceptions and beliefs of the given system and their daily routine usage intention via the technology acceptance model (TAM), considering the two external variables (motivational variables) of the model — ‘task‐technology fit’ (extrinsic motivation; system feature) and ‘self‐efficacy’ (intrinsic motivation; personal feature). Data were collected from hotel employees of 13 upscale hotels in Jeju, South Korea, and path analysis was utilised to test structural model and hypotheses. The results provided empirical support for an extended TAM, and verified its robustness in predicting hotel employees' intention to use a HIS. Copyright © 2010 John Wiley & Sons, Ltd.     

Decline and turnaround: a literature review and proposed research agenda for the hotel sector

Tourism systems are composed of an inter-related and inter-dependent set of individual businesses, organisations and servicescapes. The hospitality industry, and more specifically the hotel sector, comprises many businesses that contribute significantly to the tourism system. Yet, the industry is renowned for business failures and poor financial returns. Increasing competition, globalisation, technology, social change and internal weaknesses are some of the reasons why tourism and hospitality businesses fail or perform significantly below expectations. When in a state of decline or poor performance, many businesses attempt a ‘turnaround’. Declining performance can have wide-ranging impacts not only on hotel businesses directly, but also upon those communities where local economies rely on tourism for jobs and economic prosperity. Consequently, an improved understanding of the processes of declining performance and turnarounds is particularly important to both researchers and practitioners. However, there has been limited research focused on turnarounds in the tourism industry, in general, and in the hotel industry, in particular. In this study we assess the literature on decline and turnarounds and propose an agenda for future research that will enhance our knowledge and inform ongoing debate on the process and impact of turnarounds in the hotel industry.     

The economic return on education for hotel managers

This paper estimates econometrically the economic return on education among Portuguese hotels managers, based on a survey carried out in 2003. A Mincerian human capital model is estimated. The main findings indicate that the rate of return is in the range 12–15%, signifying that Portuguese hotel managers are better paid than the average population. The results also indicate that in this sector, the return on education does not depend on the number of employees in the hotels in which the individual works, nor on the region where the hotel is situated. Gender has an impact in this labour market. Being a foreign manager has a positive impact on earnings, as is also the case for partners in the hotel company. The research draws the attention of hotel managers to the need to acquire human capital to enable them to perform their tasks effectively in a globalised world. Copyright © 2007 John Wiley & Sons, Ltd.     

Monitoring hotel performance using occupancy time‐series analysis: the concept of occupancy performance space

Time series factor analysis is used to identify four temporal dimensions of occupancy performance in 279 English hotels over the period January 1992 to December 1994. These dimensions referred to as reference curves differentiate hotels on the basis of overall occupancy level (RC1), seasonality (RC2), long‐term trend (RC3) and length of season (RC4). The reference curves are used to define the dimensions of occupancy performance space in which the 279 hotels are positioned, with the hotels differentiated by hotel situation type. It is shown that the positioning of a hotel in occupancy performance space can provide a precise and effective basis for hotel marketing.     

An analysis of demand uncertainty in the hotel market

This study proposes a two-step approach to investigate the impact of certain environmental variables on demand uncertainty within the hotel sector. Adopting a simultaneous-equation model and using the operation data of international tourist hotels in Taiwan, this study shows that chained hotels face less demand uncertainty than independent hotels. Additionally, hotels that are more distant from the airport or located in metropolitan areas face a significantly higher degree of demand uncertainty.     

Estimating efficiency and its determinants in the hotel sector using a profit function

Inefficiency in the hotel sector is normally estimated through cost and scale efficiencies. This paper estimates hotel profit efficiency and its determinants employing a stochastic frontier profit function and the inefficiency effects function. The key advantage of this methodology is its ability to estimate efficiency for each hotel and the factors that explain differences in efficiency in a single-stage sampling procedure. The sample consists of 231 hotels in Spain in the period 2008–2012. Empirical evidence shows that the average level of profit efficiency is 45.85% and that age, labour productivity and location are determinants of this efficiency. Policy implications for the improvement of less efficient hotels are noted.     

Analyzing the Performance of the South Tyrolean Hospitality Sector: A Dynamic Approach

This paper analyzes the dynamic efficiency of the hospitality sector in the province of Bolzano (Italy) to identify similar behavior of firms across the period 2002–2008. A data envelopment analysis is run as a basis to analyze the efficiency evolution of the firms by employing two complementary measures of distance (i.e. correlation and average distances). Via a hierarchical clustering approach, results show the existence of homogeneous groups with similar dynamical characteristics. Structural factors (e.g. size, number of stars and sub‐sector of activity) are found to affect the evolution of hotel efficiency over time. Policy and management implications are drawn from the present analysis. Copyright © 2013 John Wiley & Sons, Ltd.     

Efficiency and productivity growth in hotel industry

This paper analyses the relative efficiency and productivity of a representative sample of Portuguese hotels by using the directional distance function and the Luenberger productivity indicator. The key advantage of this approach is that both input contraction and output expansion are considered. The model generates hotel efficiency scores, ranking the hotels in the sample. We conclude that both inputs and outputs play a major role in hotel efficiency. Therefore, we suggest an alteration of management procedures in order to enable efficiency to be increased, based on an effective enhanced‐incentive policy and taking into account the small hotel characteristics of the sample. Copyright © 2008 John Wiley & Sons, Ltd.     

Examining hotel salespeople's new membership programme sales performance

Promoting new membership programmes can be a rewarding, yet challenging task for hotels. However, high-performance sales teams can improve consumer perceptions of new membership programmes in the market and allow hotels to remain competitive. Few studies have explored how hotel sales personnel approach the task of selling new membership programmes, and studies examining the moderating influence of market orientation are also rare. The current study contributes to the hospitality sales management literature by using the goal orientation theory to examine the new membership programmes sales performance of 168 salespeople. ‘Market orientation' was included as a variable that could moderate salespeople's performance. The results show that learning goal orientation and performance-prove goal orientation positively influence salespeople's performance, but performance-avoid goal orientation negatively influences sales performance. Furthermore, hotels' levels of market orientation (high or low) can moderate the relationship between goal orientation and sales performance.     

Multivariate models of hotel occupancy performance and their implications for hotel marketing

Multivariate models are developed to explain the differential occupancy performance of a sample of 279 English hotels. Following a procedure established in an earlier paper, hotels are first differentiated on the basis of their overall occupancy performance, seasonality, long‐term trend and length of season. Regression models are specified and calibrated to relate each of these dimensions of occupancy performance to the location and other characteristics of the hotels. The four models produce the expected positions of hotels in ‘occupancy performance space’, against which their observed positions can be compared. The application of the models in hotel marketing is discussed and demonstrated. Copyright © 2001 John Wiley & Sons, Ltd.     

How does demand uncertainty affect food and beverage capacity in the hotel industry?

This study investigates the effect of demand uncertainty on hotels’ food and beverage (F&B) capacity using the operation data of international tourist hotels in Taiwan. The empirical results of this study show that demand uncertainty leads to an increase in F&B capacity. Moreover, the magnitude of this effect increasingly strengthens for hotels with larger F&B scales. Our results together with other studies on room capacity collectively indicate that hotels’ overcapacity problem resulting from demand uncertainty considerably varies with hotel scales and between different hotel sectors.     

Impact of all-inclusive packages on hotel efficiency

In the last decade, all-inclusive packages have had an extraordinary boom in one of the most popular sun and beach tourism destinations in Europe, the Canary Islands. This fact reinvigorated the debate on potential benefits and negative effects on the local economy. However, there is no empirical evidence of the impact that all-inclusive packages may have on the efficiency in the hotel industry. This study assessed the effects of all-inclusive packages on cost and profit efficiency using the stochastic frontier approach and the model proposed by Battese and Coelli [(1995). A model for technical inefficiency effects in a stochastic frontier production function for panel data. Empirical Economics, 20(2), 325–332] in a sample composed of 102 hotels of the Canary Islands from 2008 to 2014. The empirical results revealed that the hotels that offered all-inclusive packages exhibited lower efficiency levels than those hotels that did not provide this service. These results have important implications for both public policies and hotel management.     

Planning for urban tourism: a critique of borough development plans and tourism policy in London

The paper presents a critique of tourism policy in London in the context of local environmental plans and central government policy for tourism and hotel development. Rationales for local authority tourism policies are assessed in relation to city‐level planning imperatives and local land‐use plan formulation. A comparative analysis of borough development plans and the treatment of tourism is based on a survey of London's 33 unitary authorities. The paper presents a World City case study of urban tourism from the position of the environmental planning process and in the light of the highly concentrated distribution of hotel provision and tourist activity in London. Copyright © 1999 John Wiley & Sons, Ltd.     

Perception and attitude of Hong Kong hotel guest‐contact employees towards tourists from Mainland China

In recent years, the majority of arrivals to Hong Kong, which were once dominated by the Western and Japanese markets, were replaced by arrivals from Mainland China. The number of tourists from Mainland China has overtaken others to become the largest single market for the territory. With its increasing significance, providing quality service to these visitors becomes crucial to the success of the tourism industry and of the hotel industry in particular. Unfortunately, the satisfaction rating of the Mainland visitors on hotel services in Hong Kong is reported to be relatively low when compared to those given by other major markets. It is suspected that the perception and attitudes of the service staff may influence their behaviour in serving customers. As such, this study conducted a survey questionnaire with 228 guest‐contact employees of hotels in Hong Kong. Results indicate that most respondents have a fairly positive perception towards the Mainland tourists in relation to the economic and financial benefits that they bring to Hong Kong. However, a majority of the respondents express negative perception and attitudes towards these tourists in respect to their appearance, personalities and behaviour. Despite some respondents indicating that they exhibit different service behaviour towards visitors from Mainland China and other countries, no major significant differences in their perception and attitudes were found in this study. It is recommended that various types of cross‐cultural training, such as sensitivity training and role playing, would be helpful to guest‐contact employees in enhancing their ability to be more objective and more tolerant of other people's behaviour. This study concludes that hotel employees, especially those who work as front‐line staff, must remain aware of their subjective judgments when dealing with guests and be more accepting of others. Copyright © 2007 John Wiley & Sons, Ltd.     

Achieving Competitiveness in Greek Accommodation Establishments during Recession

The article examines the strategies that Greek hotels have implemented to strengthen their competitiveness during recession. The research is based on a nationwide e‐mail survey to hospitality managers/owners. The results reveal that the most important perceived competitiveness factor is cost reduction and implementation of actions against crisis, followed by innovation, human resource management and marketing. The study also proposes actions that can improve the competitiveness of accommodation establishments. The article helps fill the gaps in our understanding of how hospitality firms tackle competition during crises, and suggests managerial policies that can help hospitality firms to strengthen their positioning and competitiveness during crises. Copyright © 2014 John Wiley & Sons, Ltd.     

Critical issues of globalisation in the international hotel industry

Competition in the international hotel industry is increasingly global as hotels seek new ways to grow and customers have more alternatives to choose from. Globalisation could lead to bland hotel images where hotels are similar wherever they are located. They could lose their local uniqueness and authenticity. This paper presents strategies for international hotel companies to operate in the globalised market. The main issues of globalisation in the international hotel industry are also discussed and ways to optimise the implementation of operating strategies given.     

Long-run causality between customer satisfaction and financial performance: the case of Marriott

Prior research that examines the relationship between customer satisfaction and financial performance (FP) in the hotel sector assumes that changes in customer satisfaction lead to changes in the FP of hotels. This research note aims to bridge the gap by looking into the possibility that FP of hotels may lead to increase in customer satisfaction with the annual data of Marriott from 1995 to 2016. To study the existence of long-run interactions between customer satisfaction and FP with firm size that is proxied by number of employees as the control variable under small sample size condition, the presence of cointegration among these variables with different appropriate dependent variable is investigated with the bounds testing approach. The obtained results suggest that there is a positive long-run causality from FP to customer satisfaction, and customer satisfaction has no effect on FP in the long-run. This study also finds that firm size has no impact on customer satisfaction. Explanation on each of these findings is provided in the conclusion. The selected sample and availability of data limit the generalisability of the findings of this study. Different hotel brands, measurements and analysis techniques will further the understanding in this field.     

Seasonal hotel jobs: an occupation and a way of life

Research for the present study was undertaken in the summer of 1995. This paper seeks to identify whether Salaman's notion of ‘occupational communities’ exists in a sample of six British seasonal seaside hotels, a relatively unexplored sector of the hotel industry. Briefly, occupational communities have as their major focus the job itself and they are also characterised by a fusing of work and leisure activities. Interviews with 30 hotel workers indicate that seasonal, and particularly live-in workers, tend to form distinct ‘occupational communities’. These communities, however, are different to ‘traditional’ occupational communities in a number of respects. Most importantly, instead of the job itself being the focus for community formation, job importance is replaced by work situations characterised by hedonism and close social bonding. Copyright © 1999 John Wiley & Sons, Ltd.