P. 1
A Study of Marketing Communication in the Hotel Industry

A Study of Marketing Communication in the Hotel Industry

|Views: 3,078|Likes:
Published by sanjayjamwal

More info:

Published by: sanjayjamwal on Apr 05, 2009
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

03/25/2015

pdf

text

original

The hotels’ surrounding environment is an imperative factor that reinforces the overall
impression of the service offering. The surrounding, or the servicescape as Bitner (1992)
calls it, is important for all kinds of hotels, although we find it extremely important for
hotels that hold a storytelling concept since their focus is to leave impressions and feelings
to customers. The servicescape can accentuate the uniqueness of the storytelling concept
and this is supported by Bitner (1992) who argues that impressions from the servicescape
affect customers’ total experience. The majority of respondents try to imbue as much as
possible of the story into the servicescape and thereby let the interior and the surroundings
tell parts of the story. The Manager at Stora Hotellet describes the connection between
storytelling and the servicescape:

“The story gives an extra value to the customers;
they understand why the rooms and the interior are decorated as they are.”

Our empirical findings further show that the interior can be viewed as a decisive factor in
order to accomplish the storytelling concept. The unique feeling that the hotels want to
convey with their storytelling is often difficult to verbally deliver, and the servicescape can
thus facilitate it. The Manger at Slottsvillan claims that in order to appreciate and create a

Analysis

48

feeling for the hotel people must visit it, since words are not enough to explain the
emotions of being part of the story in its real setting. The specific interior and exterior
design reinforce the power of storytelling and attracts both potential and existing
customers. The use of the story creates approach behavior, as Bitner (1992) calls it. The
Sales and Marketing Manager at Stora Hotellet exemplifies this:

“The story gives an extra value to the customers; they understand why the rooms and the interior are
decorated as they are.”

The uniqueness concerning the interior design among the interviewed hotels differs to
some extent. At some hotels, each room is designed to hold its own identity, whereas at
others the rooms are exclusive but similar to each other. The interior provided at all hotels
is not what you imagine as ordinary and it is evident that the interior can be viewed upon as
a vital cornerstone that helps to construct and strengthen the whole story delivering.

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->