Repository logo
 
Publication

How about meeting Fernando Pessoa? a journey into hotel brand anthropomorphism and personality on social media

2024Journal article Restricted access
Simple item page
dc.contributor.authorRuppelt, Hans
dc.contributor.authorAlmeida, Sofia
dc.contributor.authorCampos, Ana Cláudia
dc.date.accessioned2024-04-09T08:37:09Z
dc.date.available2024-04-09T08:37:09Z
dc.date.issued2024
dc.description.abstractCompetition in the hospitality industry is fierce and hotels need to enhance guest engagement in order to remain competitive. Building brand anthropomorphism (BA) and personality is acknowledged as a marketing strategy for achieving this goal. More and more, this engagement is taking place online, with hotels' social media playing a critical role in the process. However, it is acknowledged that there is scarce knowledge on how hotels build BA and personality in online settings. Accordingly, this research aims at examining the implementation of BA and personality in hotels adopting a qualitative approach, by focusing on the study of the case of Lisboa Pessoa Hotel (Portugal) and its use of social media for this purpose. Netnography was applied in the analysis. Results provide evidence that developing BA and personality are strategies with the potential to increase guest engagement. As implications, hotel managers are recommended to attend to the need of humanising their hotel brand. This study is one of the first to examine implementation of hotel BA and personalisation through social media.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.doi10.1177/13567667241238757pt_PT
dc.identifier.issn1356-7667
dc.identifier.urihttp://hdl.handle.net/10400.1/20611
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherSage Publicationspt_PT
dc.subjectBrand anthropomorphismpt_PT
dc.subjectBrand personalitypt_PT
dc.subjectBrandingpt_PT
dc.subjectSocial mediapt_PT
dc.subjectHospitalitypt_PT
dc.subjectHotel sectorpt_PT
dc.titleHow about meeting Fernando Pessoa? a journey into hotel brand anthropomorphism and personality on social mediapt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage18pt_PT
oaire.citation.startPage1pt_PT
oaire.citation.titleJournal of Vacation Marketingpt_PT
person.familyNameCampos
person.givenNameAna Cláudia
person.identifier.ciencia-id9D14-5E90-B55D
person.identifier.orcid0000-0002-5816-5137
person.identifier.scopus-author-id56844659700
rcaap.rightsrestrictedAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication02762b83-254f-4977-b3a5-9e04ba3af91f
relation.isAuthorOfPublication.latestForDiscovery02762b83-254f-4977-b3a5-9e04ba3af91f

Files

Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
ruppelt-et-al-2024-how-about-meeting-fernando-pessoa-a-journey-into-hotel-brand-anthropomorphism-and-personality-on.pdf
Size:
744.63 KB
Format:
Adobe Portable Document Format
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
3.46 KB
Format:
Item-specific license agreed upon to submission
Description:
Download

Collections

FEC2-Artigos (em revistas ou actas indexadas)