Professor of Tourism Business at University of Eastern Finland Business School; Kaiken maailman matkailudosentti
The latest research (The role of experiential familiarity in shaping hotel-chain competitiveness) we conducted with Jere Jokelainen, Erose Sthapit, and Brian Garrod sheds light on the pivotal role of experiential familiarity in shaping hotel-chain competitiveness. The research, involving 1016 Finnish leisure tourists, examines how previous stays at a hotel belonging to a specific chain influence guests' perceptions of the hotel's attributes and their subsequent behavioral intentions, such as word-of-mouth promotion and future purchase decisions. The study's findings underscore the importance of a select number of key attributes that significantly impact customer behavior and, consequently, a hotel chain's competitive stance. Key Managerial Implications: Invest in Key Attributes: Hotels should prioritize understanding and investing in attributes that significantly impact customer behavior. The study reveals that the competitiveness of hotel chains is influenced by a small set of key attributes, which vary across different chains. Understanding and enhancing these attributes can lead to increased guest satisfaction, loyalty, and advocacy. Leverage Marketing for Communication: It is crucial for hotel chains to effectively communicate their strengths in key attributes through targeted marketing efforts. By highlighting the attributes that resonate most with their customer base, hotels can attract more guests and encourage repeat visits. The first visit to a hotel chain is the most important visit from marketing perspective. Drive Revisit Intention and Word-of-Mouth Marketing: The study found that guests who had previously stayed at a hotel chain rated its attributes more highly than those who had not. This experiential familiarity significantly influences guests' intentions to return and recommend the hotel to others. Hotels should, therefore, focus on creating memorable experiences that encourage guests to become repeat customers and advocates for the brand. Customize Strategy for Different Chains: Hotel chains cater to distinct customer bases, each valuing different attributes. For instance, Lapland Hotels is favored for service and uniqueness, while Sokos Hotels are preferred for value for money and sustainability. Understanding and catering to these preferences can help hotel chains to better meet the needs of their guests and stand out in the competitive market. This research offers valuable insights for hotel chains aiming to enhance their competitiveness. By focusing on experiential familiarity and investing in key attributes that resonate with their target audience, hotel chains can improve guest satisfaction, encourage repeat visits, and generate positive word-of-mouth, thereby securing a stronger position in the competitive hospitality industry. See the comments for the full paper. #hospitality #marketing #hotels #hotelmarketing
Juho Pesonen
9mo
Author version of the paper free to download: https://erepo.uef.fi/handle/123456789/31342
BetterTable™
9mo
Intriguing insights on the importance of experiential familiarity in boosting hotel-chain competitiveness! #hospitality
Great insights into the impact of experiential familiarity on hotel-chain competitiveness! Excited to see how this research shapes the industry.
Sabri Bozca
9mo
Sustainability is not just good for the environment, it also adds value to businesses. Congratulations!
Professor of Tourism Business at University of Eastern Finland Business School; Kaiken maailman matkailudosentti
9moThe most surprising thing for me was how consumers were likely to recommend Sokos Hotels because of the chains sustainability efforts. This was different compared to other hotel chains. Sokos Hotels has clearly managed sustainability communication better than others. Also, consumers value sustainability aspects when they are making recommendations.