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Konsten att skapa en stamgäst

Nilsson, Sara LU and Kullenberg, Rebecka LU (2022) SKOK11 20221
Department of Strategic Communication
Abstract (Swedish)
Denna studie syftar till att undersöka house of brands-strategin för varumärken inom hotellbranschen, samt att förstå de relationsbyggande strategierna bakom uppbyggnaden och kommunikationen av varumärkena. För att uppnå syftet med studien genomfördes en fallstudie med sju semistrukturerade intervjuer inom hotellgruppen ESS Group. Empirin analyserades sedan utifrån en tematisk analys med hermeneutisk utgångspunkt. Resultatet av studien visar hur house of brands-strategin används genom att skapa grunden för varumärkena centralt inom ledningen på ESS Group, men med möjlighet för ett lokalt ägandeskap på de olika hotellen. Dessutom indikerar studiens resultat att ESS Group använder tre typer av strategier, nämligen interna, interaktiva och... (More)
Denna studie syftar till att undersöka house of brands-strategin för varumärken inom hotellbranschen, samt att förstå de relationsbyggande strategierna bakom uppbyggnaden och kommunikationen av varumärkena. För att uppnå syftet med studien genomfördes en fallstudie med sju semistrukturerade intervjuer inom hotellgruppen ESS Group. Empirin analyserades sedan utifrån en tematisk analys med hermeneutisk utgångspunkt. Resultatet av studien visar hur house of brands-strategin används genom att skapa grunden för varumärkena centralt inom ledningen på ESS Group, men med möjlighet för ett lokalt ägandeskap på de olika hotellen. Dessutom indikerar studiens resultat att ESS Group använder tre typer av strategier, nämligen interna, interaktiva och externa, i syftet att bygga långsiktiga relationer med sina intressenter. Resultatet av studien visar att strategierna inkluderar en effektiv intern kommunikation med inkludering av medarbetare i samskapandet av varumärket, ett minnesvärt interaktivt möte med gästen och en trovärdig extern kommunikation. Sammanfattningsvis betonar studien vikten av implementeringen från ledningen, det lokala ägandeskapet av hotellen och medarbetarnas involvering. Därmed visar studien värdet av trovärdighet och långsiktighet för att bygga relationer och skapa stamgäster. (Less)
Abstract
This study aims to examine the house of brands strategy within the hotel industry, as well as to understand the relationship building strategies for brands and the communication of them. To achieve the purpose of the study, a case study was conducted with seven semi-structured interviews within the hotel group ESS Group. The empirical material was analysed with a thematic analysis based on hermeneutic perspective. The results of the study illustrate how the house of brands strategy is used by creating the foundation of the brands centrally at ESS Group, but with the possibility of local ownership at the different hotels. Furthermore, the results of the study indicate that ESS Group is using three types of strategies, namely internal,... (More)
This study aims to examine the house of brands strategy within the hotel industry, as well as to understand the relationship building strategies for brands and the communication of them. To achieve the purpose of the study, a case study was conducted with seven semi-structured interviews within the hotel group ESS Group. The empirical material was analysed with a thematic analysis based on hermeneutic perspective. The results of the study illustrate how the house of brands strategy is used by creating the foundation of the brands centrally at ESS Group, but with the possibility of local ownership at the different hotels. Furthermore, the results of the study indicate that ESS Group is using three types of strategies, namely internal, interactive and external, in order to build long-term relationships with their stakeholders. The results of the study demonstrate that the used strategies consist of an effective internal communication with inclusion of the employees, a memorable interaction with the guest, and a trustworthy external communication. In conclusion, the study emphasises the implementation from the management, the local ownership of the hotel, and the involvement of the employees. Accordingly, the study shows the importance of being trustworthy with a long-term perspective in order to build relationships and create recurring guests. (Less)
Please use this url to cite or link to this publication:
author
Nilsson, Sara LU and Kullenberg, Rebecka LU
supervisor
organization
course
SKOK11 20221
year
type
M2 - Bachelor Degree
subject
keywords
house of brands, hotel and service industry, brand communication, relationship building strategies, strategic communication, co-creation, varumärkeskommunikation, relationsbyggande strategier, strategisk kommunikation, samskapande
language
Swedish
id
9082271
date added to LUP
2022-06-10 11:11:43
date last changed
2022-06-10 11:11:43
@misc{9082271,
  abstract     = {{This study aims to examine the house of brands strategy within the hotel industry, as well as to understand the relationship building strategies for brands and the communication of them. To achieve the purpose of the study, a case study was conducted with seven semi-structured interviews within the hotel group ESS Group. The empirical material was analysed with a thematic analysis based on hermeneutic perspective. The results of the study illustrate how the house of brands strategy is used by creating the foundation of the brands centrally at ESS Group, but with the possibility of local ownership at the different hotels. Furthermore, the results of the study indicate that ESS Group is using three types of strategies, namely internal, interactive and external, in order to build long-term relationships with their stakeholders. The results of the study demonstrate that the used strategies consist of an effective internal communication with inclusion of the employees, a memorable interaction with the guest, and a trustworthy external communication. In conclusion, the study emphasises the implementation from the management, the local ownership of the hotel, and the involvement of the employees. Accordingly, the study shows the importance of being trustworthy with a long-term perspective in order to build relationships and create recurring guests.}},
  author       = {{Nilsson, Sara and Kullenberg, Rebecka}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Konsten att skapa en stamgäst}},
  year         = {{2022}},
}