文章基本信息

标题：The Consequence of Malaysian National Culture Values on Hotel Branding
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作者：Fanggy T. Sumaco ; Fanggy T. Sumaco ; Brian Charles Imrie 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2014
卷号：144
页码：91-101
DOI：10.1016/j.sbspro.2014.07.277
语种：English
出版社：Elsevier
摘要：AbstractBranding is prevalent within the hotel industry. Yet most branding constructs were developed in western cultural context. This study attempts to address the relationship between branding and culture. The study outlines the elements that are critical in designing hotel brand experience through a series of in-depth personal interviews with the hotel managers. The results reveal how a great brand experience could be built on the concept national culture values as proposed by Hofstede. A work-in-progress importance of national culture values in hotel branding is offered. This is an initial step towards a framework of culturally relevant hotel branding.
关键词：hotel;branding;national culture values;Hofstede.