Abstract
Given the scarcity of research regarding online brand image, this study is an attempt to generate an understanding of this topic in the hospitality industry from a holistic point of view. In order to gather this information, this study has carried out a detailed analysis of the brand attributes and marketing communication that determine hotel brand image in an online context. Semi-structured interviews with hotel marketing managers and customers were conducted and key dimensions underlying the differences between their perspectives were identified in relation to Herzberg’s two-factor theory (1959). The results reveal that online brand attributes such as ease of use and content are seen as hygiene factors that impact customer perception, whilst site appearance and electronic word-of-mouth are motivational factors that hotel managers need to address in order to create a positive brand image in an online hotel context.
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Nunthapirat, D., Lockwood, A., Stangl, B., Al-Sabbahy, H. (2013). Examining Online Brand Image Dimensions from Hotel Managers and Customers Perspectives in Relation to Herzberg’s Two-Factor Theory. In: Xiang, Z., Tussyadiah, I. (eds) Information and Communication Technologies in Tourism 2014. Springer, Cham. https://doi.org/10.1007/978-3-319-03973-2_50
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DOI: https://doi.org/10.1007/978-3-319-03973-2_50
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