| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 7418993 | International Journal of Hospitality Management | 2018 | 8 Pages |
Abstract
- A process and key elements of compelling brand storytelling are proposed for branding in the luxury hotel industry.
- Compelling brand storytelling is a key branding component for luxury hotels.
- Current practices of brand storytelling in luxury hotels showed that five-star hotel brands have insufficiently utilized storytelling.
- The application of compelling brand storytelling is expected to enhance emotional bonds with consumers.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Strategy and Management
Authors
Kyungin Ryu, Xinran Y. Lehto, Susan E. Gordon, Xiaoxiao Fu,