Using Netnography to Understand Customer Experience towards Hotel Brands

Imran Khan () and Mobin Fatma
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Imran Khan: Department of Marketing, College of Business Administration, Prince Sultan University, Riyadh 12435, Saudi Arabia
Mobin Fatma: Department of Marketing, College of Business Administration, Prince Sultan University, Riyadh 12435, Saudi Arabia

Sustainability, 2022, vol. 15, issue 1, 1-11

Abstract: The competitive environment in the hospitality and tourism industry requires proper attention towards the effective management of hotel brands. Recently, in marketing literature, the customer brand experience has emerged as a multidimensional construct that influences customer loyalty. Stressing the importance of this branding construct, the study explores the underlying dimensions of brand experience in five-star hotel brands in an emerging economy like India. The study employs a qualitative research method, that is, netnography to identify the brand experience dimensions. The results reveal the importance of sensory (sight, smell, sound, touch, and taste), affective (feelings and emotions), relational (feelings of not being left alone), food (memorable meal) and leisure time (freedom to perceive and select activity during free time) experiences.

Keywords: consumer behavior; brand experience; netnography; hotel brands (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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