What is it about?
The purpose of this paper is to develop a model to measure the impact of brand experience in the hotel industry, on word-of-mouth (WOM) recommendations, while accounting for the possible mediating role of people’s emotional attachment with the brand.
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Why is it important?
We collected data through an online survey of 416 hotel customers and proposed a model to test how the relationships work. By knowing the dimensions that comprise the hotel brand experience, managers can design more impactful experiences that create strong links with guests, thereby increasing WOM recommendations.
Perspectives
This paper provides evidence of the mediating role of emotional bonding. Previous research has proven that linking is a consequence of experience, but not yet examined its mediating role. I personally believe that in these difficult times enhancing this bond with the clients is especially important for the hotels
MÓNICA GÓMEZ SUÁREZ
Universidad Autonoma de Madrid
Read the Original
This page is a summary of: Brand experience and brand attachment as drivers of WOM in hospitality, Spanish Journal of Marketing - ESIC, March 2020, Emerald,
DOI: 10.1108/sjme-12-2019-0106.
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