Sarah Schönherr, Frieda Raich, Anita Zehrer, Birgit Pikkemaat
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Exploring Generation Y's perception of family-run hotels: The perceived family firm image
Given the great potential of Generation Y for the tourism industry, their perceptions, and opinions of family-run hotels, which dominate tourism, were explored through 20 semi-structured interviews. The study shows that Generation Y perceives the image of family-run hotels positively and emphasizes traditions, small-scale structures, authenticity, and trust while highlighting their hospitableness. Our results underline the assumption of responsibility to family firms, including the importance of word-of-mouth, in the communication between Generation Y and family firms. Based on organizational identity theory, family-run hotels can build on their core values to build family firm images, contributing to differentiation, and establishing customer relationships. This study relates Generation Y to the tourism industry context, which family firms mainly run. The findings suggest that Generation Y should be targeted as a segment for the family-run tourism industry and that research should be expanded.
期刊介绍:
Journal of Vacation Marketing is a fully peer reviewed international journal that publishes original research and review articles on topics relating to the marketing of destinations and businesses/organisations involved in the wider tourism, hospitality and events industries. Its objective is to provide a forum for the publication of refereed academic papers and reviewed practitioner papers which are of direct relevance to industry, while meeting the highest standards of intellectual rigour.