品牌真实性和存在真实性在建立对女同性恋、男同性恋、双性恋和变性者友好型酒店的品牌忠诚度中的作用

Juhee Kang, Heejung Ro
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引用次数: 0

摘要

随着人们对彩虹营销的关注,性少数群体旅客在评估酒店 LGBT 友好营销的真实性时变得高度警惕。仔细研究性少数群体游客如何解读 LGBT 友好型酒店的品牌真实性,并在入住期间形成个人意义,具有重要意义。为此,本研究提出以品牌真实性作为真实性形成的起点,进而形成存在真实性和品牌忠诚度。本研究采用了确认性因子分析和过程分析法来分析从过去两年内访问过 LGBT 友好型酒店的性少数群体客人那里收集到的数据。研究结果表明:(1) 品牌真实性是品牌忠诚度的先决条件;(2) 品牌真实性与品牌忠诚度之间的关系受到存在真实性(人内真实性和人际真实性)的调节。因此,本研究以存在真实性的多层面概念为基础,为酒店营销和管理策略增添了新的理论见解。
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The Role of Brand Authenticity and Existential Authenticity in Building Brand Loyalty Toward LGBT-Friendly Hotels
With the concern of rainbow marketing, sexual minority travelers have become highly vigilant when evaluating hotels’ LGBT-friendly marketing with their authenticity. It is important to scrutinize how sexual minority guests interpret brand authenticity toward LGBT-friendly hotels and form personal meanings during their stay. For this reason, this study proposes brand authenticity as a starting point for authenticity formation, which leads to existential authenticity and brand loyalty. Confirmatory factor analysis and PROCESS analysis were used to analyze data collected from sexual minority guests who visited LGBT-friendly hotels within the last 2 years. The findings indicate that (1) brand authenticity is an antecedent to brand loyalty and (2) the relationship between brand authenticity and brand loyalty is mediated by existential (intrapersonal and interpersonal) authenticity. Thus, in building on the multifaceted concept of existential authenticity, this study adds new theoretical insight into hotel marketing and management strategies.
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