Social media and fashion-branded hotels: the case of armani hotels
Abstract
The world’s leading fashion companies saw the opportunity in the hotel industry. These establishments are increasing the hotel offering of many cities in the world. For the promotion of these spaces, social media is a key aspect. The influence of networks defines online reputation, so the analysis of their use allows us to find out how these tools are implemented in the Armani communication strategy. The results reveal an accurate strategic vision in its communication in social networks.
References
Aaker, D. A. & Keller, K. L. (1990). Consumer Evaluations of Brand Extensions. Journal of Marketing, 54(1), 27-41.
Biz, A. A. (2009). Avaliação dos Portais Turísticos Governamentais Quanto ao Suporte à Gestão do Conhecimento. Tese (Programa de Pós-Graduação em Engenharia e Gestão do Conhecimento). UFSC, Florianópolis.
Blal, I., Singal, M. & Templin, J. (2018). Airbnb's effect on hotel sales growth. International Journal of Hospitality Management, 73, 85-92.
Bonsón, E., Bednárová, M., & Wei, S. (2016). Corporate twitter use and stakeholder engagement: An empirical analysis of the spanish hotel industry. European Journal of Tourism Research, 13, 69-83.
Cappellari, R. (2008). Il marketing della moda e del lusso. Roma: Carocci.
Chan, N. L. & Guillet, B. D. (2011). Investigation of social media marketing: How does the hotel industry in hong kong perform in marketing on social media websites? Journal of Travel and Tourism Marketing, 28(4), 345-368.
Chen, M. & Murphy, H. C. (2018). Hotel school alumni’s intentions to use communication channels–a cross-generational comparison study. Journal of Teaching in Travel and Tourism, 18(3), 202-216.
Dallabona, A. (2015). Luxury fashion hotels: Exploring the relationship between hôtellerie and luxury fashion brands. International Journal of Sales, Retailing and Marketing, 4(2), 78-85.
Domínguez, V. & Arújo, N. (2012). El fenómeno 2.0 en el sector turístico. El caso de Madrid 2.0. Revista de Turismo y Patrimonio Cultural, 10(3), 225–237.
Escobar, T. & Carvajal, E. (2013). An evaluation of spanish hotel websites: Informational vs. relational strategies. International Journal of Hospitality Management, 33(1), 228-239.
Garrido, A., García, V .J., Lockett, N. & King, S. (2018). The missing link: Creating value with social media use in hotels. International Journal of Hospitality Management, 75, 94-104.
Guerras, L. A. & Navas, J. E. (2007). La dirección estratégica de la empresa: Teoría y aplicaciones. Pamplona: Thompson Cívitas
Kapferer, J. N. & Bastien, V. (2009). The Luxury Strategy. Break The Rules of Marketing to Build Strong Brands. London & Philadelphia: Kogan Page Ltd
Kaplan, A. M. & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizon, 53(1), 59–68.
Leung, X. Y., Bai, B., & Stahura, K. A. (2015). The marketing effectiveness of social media in the hotel industry: A comparison of facebook and twitter. Journal of Hospitality and Tourism Research, 39(2), 147-169.
Leung, X. Y., Bai, B. & Erdem, M. (2017). Hotel social media marketing: a study on message strategy and its effectiveness, Journal of Hospitality and Tourism Technology, 8, 2, 239-255.
Luque, T. & Castañeda, J. A. (2007). Internet y el valor del negocio. Mediterráneo económico, 11, 397-415.
Noone, B. M., McGuire, K. A., & Rohlfs, K. V. (2011). Social media meets hotel revenue management: Opportunities, issues and unanswered questions. Journal of Revenue and Pricing Management, 10(4), 293-305.
Palacios, D., Merigó, J. M. & Soto, P. (2015). Online social networks as an enabler of innovation in organizations. Management Decision, 53(9), 1906-1920.
Park, S. & Allen, J. P. (2013). Responding to online reviews: Problem solving and engagement in hotels. Cornell Hospitality Quarterly, 54(1), 64-73.
Phelan, K. V., Chen, H. & Haney, M. (2013). "Like" and "check-in": How hotels utilize facebook as an effective marketing tool. Journal of Hospitality and Tourism Technology, 4(2), 134-154.
Pümpin, C. & García, S. (1993). Estrategia Empresarial. Como implementar la estrategia en la empresa. Madrid: Ed. Díaz de Santos.
Sánchez, J. & Blanco, T. (2010). Estrategias de marketing para grupos sociales. Madrid: ESIC Editorial.
Sigala, M. (2012). Social networks and customer involvement in new service development (NSD), The case of www.mystarbucksidea.com. International Journal of Contemporary Hospitality Management, Vol. 24, 7, 966-990.
Stankeviciute, R. & Hoffmann, J. (2010). The Impact of Brand Extension on the Parent Luxury Fashion Brand: The Cases of Giorgio Armani, Calvin Klein and Jimmy Choo, Journal of Global Fashion Marketing, 1, 2, 119-128.
Tauber, E. M. (1979). Brand Franchise Extension: New Product Profits from Existing Brand Names. Presentation at the New product Marketing Workshop (págs. 1- 17).
Xiang, Z., Du, Q., Ma, Y., & Fan, W. (2017). A comparative analysis of major online review platforms: Implications for social media analytics in hospitality and tourism. Tourism Management, 58, 51-65.
Zhao, X., Wang, L., Guo, X., & Law, R. (2015). The influence of online reviews to online hotel booking intentions. International Journal of Contemporary Hospitality Management, 27(6), 1343-1364.
This work is licensed under a Creative Commons Attribution 4.0 International License.
1.The works published in this magazine are subject to the following terms: Tourism Research Association (the publisher) preserves the patrimonial rights (copyright) of the published works, and favors and allows the reuse of them under the license of use indicated in point 2.
© Investur, 2017
2.The works are published in the electronic edition of the magazine under a Creative Commons Attribution-NonCommercial-NoDerivative 3.0 Spain (legal text) license. They can be copied, used, disseminated, transmitted and publicly displayed, provided that: i) the authorship and the original source of their publication (journal, editorial and URL of the work) are cited; ii) are not used for commercial purposes; iii) the existence and specifications of this license are mentioned.
3. Self-file conditions. Authors are allowed and encouraged to disseminate electronically the pre-print versions (version before being evaluated) and / or post-print (version evaluated and accepted for publication) of their works before publication, since it favors their circulation and earlier dissemination and with it a possible increase in its citation and scope among the academic community.
