Investigating emotional commitment towards a region and a hotel brand |
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| Institution: | 1. University of Eastern Finland, Business School, P.O. Box 111, FI-80101 Joensuu, Finland;2. Natural Resources Institute Finland, Yliopistokatu 6 B, FI-80100 Joensuu, Finland;3. University of Western Australia, School of Agriculture and the Environment, 35 Stirling Highway, Perth, 6009 Western Australia, Australia;1. School of Human Environmental Sciences, 118 Home Economics Bldg, University of Arkansas, Fayetteville, AR, 72701, USA;2. Jonathan M. Tisch Center of Hospitality, New York University, New York, NY, USA;3. Department of Tourism & Leisure Management, Ling Tung University, Taichung City, Taiwan;1. Department of Tourism Management, International School of Tourism and Hospitality, Cheju Halla University, 38 Halladaehak-ro, Jeju-si, Jeju Special Self-Governing Province 63092, South Korea;2. Department of Business Administration, College of Business Administration, Dong-A University, 225, Gudeok-ro, Busan, 49236, South Korea;1. School of Human Environmental Sciences, University of Arkansas, Fayetteville, AR, United States;2. School of Hotel and Tourism Management, Oklahoma State University, Stillwater, OK, United States;3. Department of Tourism and Leisure Management, Ling Tung University, Taiwan;3. School of Tourism Management, Sun Yat-sen University, 135 Xin''gangxi Road, Guangzhou, 510275, China;1. Marketing Department, NEOMA Business School, 1 rue du Maréchal Juin, 76825, Mont Saint Aignan, France;2. Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Blvd, Orlando, FL, 32819, United States;3. School of Tourism, Hanyang University, 17 Haengdang-dong, Seongdonggu, Seoul, 133-791, Republic of Korea;1. The Head of Department of Tourism and Hotel Management, Sinop University, Sinop, Turkey;2. Faculty of Tourism, Gazi University, Gölba??-Ankara, Turkey;3. Rosen College of Hospitality Management, The University of Central Florida, Orlando, Florida, 32819, USA;4. College of Business Florida, Atlantic University, Boca Raton, FL, 33431, USA |
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| Abstract: | This study examines emotional commitment, brand identification and place attachment’s role in hotel brand loyalty and subsequent behavioral intentions. Data for the study stemmed from 823 quantitative and qualitative responses to an online questionnaire by Finnish customers of a Finnish hotel chain. K-Means cluster analysis identified three customer commitment levels, which along with qualitative comments enhance understanding emotional commitment and its role in hotel brand loyalty. A specific place, Lapland, in the hotel’s brand name helps extend place attachment and introduce the concept of brand identification with Lapland’s geographic region. The customer cluster most emotionally committed to the hotel brand also reported the strongest commitment to the Lapland region. |
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| Keywords: | Emotional commitment Brand identification Brand loyalty Brand commitment Place attachment |
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