Details
| Original language | English |
|---|---|
| Pages (from-to) | 189-203 |
| Number of pages | 15 |
| Journal | International Journal of Services, Technology and Management |
| Volume | 23 |
| Issue number | 3 |
| Publication status | Published - 28 Jul 2017 |
Abstract
Experiences as the basis for value creation and competitive positioning are increasingly placed at the centre of marketing activities to create an emotional customer-brand relationship. Especially in the travel and tourism market, the demand for brand experiences becomes apparent and is reflected in a wide range of services ranging from transport and accommodation to entertainment and relaxation. The cruise ship industry as the fastest growing segment in the travel industry provides a holistic experiential package designed to meet the travellers' expectations for pleasure and satisfaction. Against this backdrop, the aim of this paper is to empirically investigate antecedents of consumer perception and related consumption behaviour with special focus on brand experiences and sustainability orientation. The results reveal that consumers have an increasing demand for personal and authentic experiences combined with a rising concern regarding ethical and environmental values. As a consequence, addressing brand experience and sustainability orientation is a promising way to create successful differentiation strategies in the travel and tourism industry.
Keywords
- Booking intention, Brand experience, Brand image, Cruise industry, Sustainability orientation
ASJC Scopus subject areas
- Engineering(all)
- General Engineering
- Computer Science(all)
- Computer Science Applications
- Business, Management and Accounting(all)
- Strategy and Management
- Business, Management and Accounting(all)
- Marketing
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In: International Journal of Services, Technology and Management, Vol. 23, No. 3, 28.07.2017, p. 189-203.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - Measuring brand performance in the cruise industry
T2 - Brand experiences and sustainability orientation as basis for value creation
AU - Hennigs, Nadine
AU - Schmidt, Steffen
AU - Wiedmann, Klaus Peter
AU - Karampournioti, Evmorfia
AU - Labenz, Franziska
N1 - Publisher Copyright: © 2017 Inderscience Enterprises Ltd. Copyright: Copyright 2020 Elsevier B.V., All rights reserved.
PY - 2017/7/28
Y1 - 2017/7/28
N2 - Experiences as the basis for value creation and competitive positioning are increasingly placed at the centre of marketing activities to create an emotional customer-brand relationship. Especially in the travel and tourism market, the demand for brand experiences becomes apparent and is reflected in a wide range of services ranging from transport and accommodation to entertainment and relaxation. The cruise ship industry as the fastest growing segment in the travel industry provides a holistic experiential package designed to meet the travellers' expectations for pleasure and satisfaction. Against this backdrop, the aim of this paper is to empirically investigate antecedents of consumer perception and related consumption behaviour with special focus on brand experiences and sustainability orientation. The results reveal that consumers have an increasing demand for personal and authentic experiences combined with a rising concern regarding ethical and environmental values. As a consequence, addressing brand experience and sustainability orientation is a promising way to create successful differentiation strategies in the travel and tourism industry.
AB - Experiences as the basis for value creation and competitive positioning are increasingly placed at the centre of marketing activities to create an emotional customer-brand relationship. Especially in the travel and tourism market, the demand for brand experiences becomes apparent and is reflected in a wide range of services ranging from transport and accommodation to entertainment and relaxation. The cruise ship industry as the fastest growing segment in the travel industry provides a holistic experiential package designed to meet the travellers' expectations for pleasure and satisfaction. Against this backdrop, the aim of this paper is to empirically investigate antecedents of consumer perception and related consumption behaviour with special focus on brand experiences and sustainability orientation. The results reveal that consumers have an increasing demand for personal and authentic experiences combined with a rising concern regarding ethical and environmental values. As a consequence, addressing brand experience and sustainability orientation is a promising way to create successful differentiation strategies in the travel and tourism industry.
KW - Booking intention
KW - Brand experience
KW - Brand image
KW - Cruise industry
KW - Sustainability orientation
UR - http://www.scopus.com/inward/record.url?scp=85026805223&partnerID=8YFLogxK
U2 - 10.1504/IJSTM.2017.085473
DO - 10.1504/IJSTM.2017.085473
M3 - Article
AN - SCOPUS:85026805223
VL - 23
SP - 189
EP - 203
JO - International Journal of Services, Technology and Management
JF - International Journal of Services, Technology and Management
SN - 1460-6720
IS - 3
ER -