HOTEL BRAND EFFECTIVENESS – THE GOOD PRACTICE OF BULGARIA. THE CASE OF KATARINO SPA HOTEL

G. Angelova, Veselin Stoimenov
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Abstract

Hotel brand effectiveness determines the level of guest satisfaction, their desire for a repeat visit (guest loyalty) and their positive word-of-mouth. It depends on the quality of hotel superstructure and services paired with the proper use of brand destination resources. For a proper evaluation of hotel brand effectiveness it is necessary that guest perception and behaviour be considered as brands exist in guests’ minds. Successful brands ensure pleasure, even delight and create the emotional connection “brand-guest”. Brands are difficult to evaluate because they are considered to be something intangible and the choice of a brand is rather emotional than rational. This paper has the objective to analyze and evaluate the hotel brand effectiveness through a proper set of factors, i.e. criteria and indicators. The research employs a qualitative method of analysis and evaluation which entails encoding of guests’ reviews uploaded in the TripAdvisor platform including the period of Covid-19. Research results have proved a higher level of brand effectiveness according to three basic criteria – guest perception, guest behaviour and brand destination.
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酒店品牌效益——保加利亚的好做法。卡塔利诺温泉酒店的案子
酒店品牌的有效性决定了客人的满意程度、他们的回头客意愿(客人忠诚度)和他们的正面口碑。这取决于酒店上层建筑和服务的质量,以及品牌目的地资源的合理利用。要正确评价酒店品牌有效性,必须考虑客人的感知和行为,因为品牌存在于客人的心中。成功的品牌确保愉悦,甚至愉悦,并创造“品牌客人”的情感联系。品牌很难评估,因为他们被认为是无形的东西,品牌的选择与其说是理性的,不如说是感性的。本文的目的是通过一套合适的因素,即标准和指标来分析和评价酒店品牌的有效性。该研究采用定性分析和评估的方法,需要对上传到TripAdvisor平台的客人评论进行编码,包括新冠肺炎期间的评论。研究结果证明,根据三个基本标准——客人感知、客人行为和品牌目的地,品牌有效性水平更高。
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