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The role of experiential familiarity in shaping hotel-chain competitiveness

Jere Jokelainen, Brian Garrod Orcid Logo, Erose Sthapit, Juho Pesonen

International Journal of Contemporary Hospitality Management

Swansea University Author: Brian Garrod Orcid Logo

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DOI (Published version): 10.1108/ijchm-03-2023-0434

Abstract

Purpose: This study aims to examine the role of experiential familiarity in determining the competitiveness of hotel chains. It does so by comparing the attribute-performance perceptions of guests who had and had not previously stayed at a property belonging to a specific hotel chain. It also examin...

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Published in: International Journal of Contemporary Hospitality Management
ISSN: 0959-6119 0959-6119
Published: Emerald 2023
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URI: https://cronfa.swan.ac.uk/Record/cronfa64938
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spelling v2 64938 2023-11-08 The role of experiential familiarity in shaping hotel-chain competitiveness 4f81981d78ed3082b232463da24d1bb9 0000-0002-5468-6816 Brian Garrod Brian Garrod true false 2023-11-08 BBU Purpose: This study aims to examine the role of experiential familiarity in determining the competitiveness of hotel chains. It does so by comparing the attribute-performance perceptions of guests who had and had not previously stayed at a property belonging to a specific hotel chain. It also examines how far such perceptions shape word-of-mouth and future purchase intentions. Design/methodology/approach: Data were collected from 1,016 Finnish leisure tourists in 2021 using an online questionnaire, providing a representative sample of Finnish domestic leisure tourists. Findings: The results indicate that the competitiveness of different hotel chains depends on a small number of key attributes. Differentiation between hotel chains can be seen from the results. Previous guests rate hotel chain attributes more highly than non-previous guests. Behavioral intentions do not differ between previous and non-previous guests, but how many times a person has stayed in the hotel chain significantly influences behavioral intentions. The results provide strategic levers that hotel chains can use to enhance their competitiveness. Practical implications: Hotels should invest in attributes that have the biggest positive impact on customer behavior. These will be different for different hotel chains. By understanding these differences, it is possible to communicate relevant attributes to customers through marketing and develop hotel features that will drive revisit intention and word-of-mouth marketing. Originality/value: This study found that while certain hotel attributes had a significant shaping effect on guests’ performance ratings, there were no decisive differences between those with or without experiential familiarity with the hotel chain. Journal Article International Journal of Contemporary Hospitality Management Emerald 0959-6119 0959-6119 Hotel-chain, competitiveness, selection attributes, attribute performance, behavioral intention 6 12 2023 2023-12-06 10.1108/ijchm-03-2023-0434 http://dx.doi.org/10.1108/ijchm-03-2023-0434 COLLEGE NANME Business COLLEGE CODE BBU Swansea University 2023-12-05T11:05:03.4195744 2023-11-08T09:46:17.6903858 Faculty of Humanities and Social Sciences School of Management - Business Management Jere Jokelainen 1 Brian Garrod 0000-0002-5468-6816 2 Erose Sthapit 3 Juho Pesonen 4 64938__29205__22d27a6d596249efbd43d26fee9e5bee.pdf 64938.AAM.pdf 2023-12-04T17:47:48.0913303 Output 408569 application/pdf Accepted Manuscript true Distributed under the terms of a Creative Commons Attribution Non Commercial 4.0 License (CC BY-NC 4.0). true eng https://creativecommons.org/licenses/by-nc/4.0/
title The role of experiential familiarity in shaping hotel-chain competitiveness
spellingShingle The role of experiential familiarity in shaping hotel-chain competitiveness
Brian Garrod
title_short The role of experiential familiarity in shaping hotel-chain competitiveness
title_full The role of experiential familiarity in shaping hotel-chain competitiveness
title_fullStr The role of experiential familiarity in shaping hotel-chain competitiveness
title_full_unstemmed The role of experiential familiarity in shaping hotel-chain competitiveness
title_sort The role of experiential familiarity in shaping hotel-chain competitiveness
author_id_str_mv 4f81981d78ed3082b232463da24d1bb9
author_id_fullname_str_mv 4f81981d78ed3082b232463da24d1bb9_***_Brian Garrod
author Brian Garrod
author2 Jere Jokelainen
Brian Garrod
Erose Sthapit
Juho Pesonen
format Journal article
container_title International Journal of Contemporary Hospitality Management
publishDate 2023
institution Swansea University
issn 0959-6119
0959-6119
doi_str_mv 10.1108/ijchm-03-2023-0434
publisher Emerald
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
url http://dx.doi.org/10.1108/ijchm-03-2023-0434
document_store_str 1
active_str 0
description Purpose: This study aims to examine the role of experiential familiarity in determining the competitiveness of hotel chains. It does so by comparing the attribute-performance perceptions of guests who had and had not previously stayed at a property belonging to a specific hotel chain. It also examines how far such perceptions shape word-of-mouth and future purchase intentions. Design/methodology/approach: Data were collected from 1,016 Finnish leisure tourists in 2021 using an online questionnaire, providing a representative sample of Finnish domestic leisure tourists. Findings: The results indicate that the competitiveness of different hotel chains depends on a small number of key attributes. Differentiation between hotel chains can be seen from the results. Previous guests rate hotel chain attributes more highly than non-previous guests. Behavioral intentions do not differ between previous and non-previous guests, but how many times a person has stayed in the hotel chain significantly influences behavioral intentions. The results provide strategic levers that hotel chains can use to enhance their competitiveness. Practical implications: Hotels should invest in attributes that have the biggest positive impact on customer behavior. These will be different for different hotel chains. By understanding these differences, it is possible to communicate relevant attributes to customers through marketing and develop hotel features that will drive revisit intention and word-of-mouth marketing. Originality/value: This study found that while certain hotel attributes had a significant shaping effect on guests’ performance ratings, there were no decisive differences between those with or without experiential familiarity with the hotel chain.
published_date 2023-12-06T11:05:04Z
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score 11.016235

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