Description
Purpose of the Research
Hotel chains are integral to the tourism sector, relying on robust brands for service identification and maintaining quality in a competitive environment (Tatar & Eren-Erdoğmuş, 2016). This study builds upon prior research that emphasized identity, corporate social responsibility, and reputation in the hotel industry’s communications, and resulted on a framework for the management of brand messages online, focused on hotel chains websites (Luengo, 2015; Castillo, Carrillo, Luengo, 2019).
The LUCA2 framework (Note 1) considered the website as a pivotal platform for brand communications, what contrasts with the recent shift towards other channels, such as social media (Cascales, Fuentes, and Esteban, 2017) or APPs (Vaughan, Baloglu and Baloglu, 2022).
Besides, the current framework requires an update to integrate contemporary issues, like SDGs, diversity and inclusion, what would add relevance communicating to end-users, particularly those of Generation Z (Gen Z).
As they bring a unique perspective as the first generation immersed in digital technology and driven by social justice interests (Battocchio et al, 2023), the proposed study aims to yield valuable data for the adaptation and enhancement of brand communication framework for hotel chains websites by aligning it with the expectations and practices of Gen Z users.
Methods
The proposed research will employ an online survey to gather quantitative and qualitative information about the preferences and expectations of Gen Z users regarding the brand communication of hotel chains via their websites and beyond.
Through a structured survey, divided in 2 parts, the methodologic goals are:
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Updating the current Framework: Assessing Gen Z users' perspectives within the previous brand communication for hotel chains' websites. This entails comparing the views of a previous Delphi panel of experts (Note 2) used to define the existing framework, with those of Gen Z users, using Likert scales and statistical analyses to rank established parameters and items for each variable (Identity/ RSC/ Reputation) to be measured according to relevance for Gen Z users.
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Adding to the current Framework: This involves addressing items lacking expert consensus (Note 3) and allowing participants to propose new items and indicators (Note 4) relevant to online brand communications online, considering but not limited to hotel chains’ websites. With this we will extract meaningful insights from the qualitative data, enriching the understanding of Gen Z preferences.
The study participants would be 18-25-year-old Hotel Management students, chosen through non-probabilistic convenience sampling to ensure accessibility of at least 100 participants during Q2-Q3 2024. The expected results (Q4 2024) would facilitate a comparison with the previous framework to unravel new insights of Gen Z users and enhancing it with a prioritization of existing elements and incorporating new ones.
Expected Findings
The study anticipates contributing to effective brand communications of hotel chains in the fast-changing digital communication landscape.
- Comparative Analysis: Evolution of Brand Management Strategies.
Comparing the current framework with Gen Z input will enable the
highlighting of elements deemed most appropriate for contemporary
brand communication online. - Refined Weighting Coefficients: Understanding Gen Z Perspectives. Survey outcomes will facilitate the refinement of the framework, ensuring it prioritizes elements
that resonate most with Gen Z preferences. - Qualitative Insights: Communication Platforms Beyond the Website.
Qualitative data will
provide insights into emerging trends and aspects that did not
achieved consensus in previous research, as well as exploring the
relevance of additional platforms and tools deemed relevant by Gen Z
(APPs, video intensive social media, large language framework-based
chatbots…) - Enhanced Framework Applicability: More than Hotel Chains.
The study's results will enhance the framework's applicability,
producing an updated framework that can extend to other
tourism-related sectors.
In conclusion, the proposed research aims to provide hotel chains and tourism-related organizations with a contemporary framework for managing and assessing online brand communications, adapting to the preferences of the increasingly influential Gen Z demographic.
