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Approaching Future Customer using Technological Advance in Hotel Industry

Pisarova, Andrea (2012)
Department of Service Management and Service Studies
Abstract
The purpose of the paper is to draw attention to the technological advance and its impact on marketing strategies in the hospitality industry. It examines the development of the profile of future consumers and their relationship towards technology. In order to approach the new consumer a brand touch-point wheel framework was used as a filter which enabled to analyze the communication between hotels and their guests as a process. The role of the model is to identify and explore all situations where organizations have the opportunity to influence consumer decision-making through technological innovation. Moreover it aims to evaluate effectiveness and potential of each digital channel for hospitability establishments and highlights their... (More)
The purpose of the paper is to draw attention to the technological advance and its impact on marketing strategies in the hospitality industry. It examines the development of the profile of future consumers and their relationship towards technology. In order to approach the new consumer a brand touch-point wheel framework was used as a filter which enabled to analyze the communication between hotels and their guests as a process. The role of the model is to identify and explore all situations where organizations have the opportunity to influence consumer decision-making through technological innovation. Moreover it aims to evaluate effectiveness and potential of each digital channel for hospitability establishments and highlights their impact on consumer behavior. The research results show that attracting today’s consumer requires using a wide range of online media, social networks and mobile applications that work in a relationship involving all brand touch-points. Most importantly, aligning the marketing strategy properly with the corporate brand strategy through an integrated multi-channel campaign creates a sustainable competitive advantage. Each hotel may have different digital marketing strategy, however when a compelling message is sent, engaging the customer throughout the communication process, as a result, customer will identify with the brand, create an emotional connection and become loyal in a long run. (Less)
Please use this url to cite or link to this publication:
author
Pisarova, Andrea
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
hospitality management, digital marketing, brand touch-point wheel, technology innovation, mobile communication, social media
language
English
id
2688839
alternative location
http://portal.ch.lu.se/Campus.NET/Services/Publication/Export.aspx?id=2448&type=doc
date added to LUP
2012-06-05
date last changed
2012-06-05 06:28:28
@misc{2688839,
  abstract     = {The purpose of the paper is to draw attention to the technological advance and its impact on marketing strategies in the hospitality industry. It examines the development of the profile of future consumers and their relationship towards technology. In order to approach the new consumer a brand touch-point wheel framework was used as a filter which enabled to analyze the communication between hotels and their guests as a process. The role of the model is to identify and explore all situations where organizations have the opportunity to influence consumer decision-making through technological innovation. Moreover it aims to evaluate effectiveness and potential of each digital channel for hospitability establishments and highlights their impact on consumer behavior. The research results show that attracting today’s consumer requires using a wide range of online media, social networks and mobile applications that work in a relationship involving all brand touch-points. Most importantly, aligning the marketing strategy properly with the corporate brand strategy through an integrated multi-channel campaign creates a sustainable competitive advantage. Each hotel may have different digital marketing strategy, however when a compelling message is sent, engaging the customer throughout the communication process, as a result, customer will identify with the brand, create an emotional connection and become loyal in a long run.},
  author       = {Pisarova, Andrea},
  keyword      = {hospitality management,digital marketing,brand touch-point wheel,technology innovation,mobile communication,social media},
  language     = {eng},
  note         = {Student Paper},
  title        = {Approaching Future Customer using Technological Advance in Hotel Industry},
  year         = {2012},
}