What Is Self- Congruity And Consumer Behaviour?

A brand is a powerful tool, especially in the hotel industry where services are intangible. Many hotels of the 21st century have made branding one of their top most priority with the realisation that hotel branding helps to set them apart from their competitors and create a firm customer base. Branding creates brand recognition, brand preference, increase customer satisfaction and most importantly, customer loyalty.

Recently Qantas has partnered up with Emirates in an effort to channel Europe-bound travellers through Dubai International Airport in a mutually beneficially arrangement, an example of business-to-business geographic segmentation marketing. Qantas encourages tourism by broadcasting the same television and print advertisement to both international and domestic customers with iconic images of Australia. This is a marketing strategy that serves multiple purposes, it stimulates Australian tourism abroad while firmly associating Australia with Qantas and also encourages ‘brand loyalty’ from Australians who wish to support their country. Because of the large variety of airlines both internationally and domestically, Qantas has marketed themselves towards service; they are the only “full-service” airline in Australia.

For instance, in the hospitality industry, the Hilton brand symbolises high-end properties, elevated quality of service and a unique guest experience. Brand name and brand image are essentially two factors that differentiate companies which operate in the same industry and market. Therefore, the brand name must be unique. Hotel companies like the Hilton have established strong national brands and seek to use them globally with an intention of increasing profits. Once its established as a global brand, the company has successfully created an international image that can lead to increased efficiency through branded marketing efforts and cost savings on a much larger scale. Nowadays with an increase in international travel, the competition among international hotel corporations is becoming a lot more competetive. Those tourists that travel to foreign countries tend to stay in one of the known hotel brands and their standardised quality of service. Hotel chains are motivated to maintain a high rate of global expansion as a key marketing strategy of creating brand loyalty (King,

In today’s market whether it is shopping for a vacation spot or purchasing tangible goods the consumer is one thing that never changes. Research tends to support brand equity and brand loyalty. In choosing a vacation, spot customer not only wants the facility to meet their needs they want it to exceed their expectations, none the less for the best price. Branding within the hotel industry is no different. Consumers look for key risks, perceived benefits and costs when making their purchases. Through all the ways, that tourist can book hotels and read prior reviews on where they are, going to stay the decision is, usually, made before the trip. With the case of Peaceful Rest Motor Lodge, there are

Throughout history, the progressions of mankind has given way to a perpetually globalizing world. Globalization, the “process of interaction and integration among peoples of different nations, has strengthened human ties while our race has formed societies in every corner of the globe. As our world becomes more interconnected, the resulting blend of cultures has led numerous societal features to be shared between peoples, blurring cultural division lines. Globalization’s tying binds may frustrate many modern travelers seeking unique and special travel experiences due to the standardization of destinations resulting from increasingly cozy international social relations, but continued and extensive human travel has demonstrated that the essential human urge to move is a product of our search for fulfillment in what is unfamiliar and will not be suppressed by global interconnection.

Jennifer Aaker (1997) developed a set of adjectives that can be used to describe the personality of a brand, much like the personality of an individual (see Keller 2003, chapter 9 p. 448). She distinguishes five facets of brand personality: Sincerity, excitement, competence, sophistication and ruggedness. Two or more adjectives measure each facet. The method

Overall the authors explained the work clearly. It is understandable that social media impacts destinations branding. Also that Consumer Generated Videos (CGVs) have clearly more attention than Marketing Generated Videos (MGVs). The only thing disagreeable is, it is based on only one vacation place that is Las Vegas. It is questionable if the results will be same in other vacation place videos. Therefore, future investigation using more location area video would be helpful to bring more discussion would be

As the economy develops, the individualized and diversified demand of tourists is growing. Tourism consumers in different regions, their needs and desires are vastly different, and also change with the change of environmental factors. Travel agencies highlight the characteristics of market positioning, emphasizing the differences, and establish

Furthermore, very few studies have been conducted on measuring the different impacts of the WH brand on tourism. Therefore, the academics urge the need of enhancing the research in these points (king, 2011; Silvanto & Ryan, 2009; Hall and Piggin, 2002; Tisdell and Wilson 2002). In particular, Huang et al. (2012) and Yang et al. (2010) lament that most of these studies are delimited to one single site. Critically, some of the conducted studies have received a criticism based on a flaw in their methodologies (Cellini, 2011; King, 2011). To conclude, the research finds a huge gap on these subjects, and objectively aims at adding a

Though VisitBritain has undertaken several marketing strategies to create a brand value of Britain, they have not done anything unique from the other countries or competitors. VisitBritain needs to showcase its assets in such a manner that it creates a unique brand value of Britain in the tourism industry. Many countries showcase their natural and cultural attractions but

History: pilgrimages, the grand tours, post industrial revolution, post war, current; factors facilitating growth eg technology, time, money, freedom of movement, infrastructure, social conditions; possible future developments eg sustainability Travel and tourism sector: travel services; tourism services; conferences and events; visitor attractions; accommodation services; passenger transport; relationships and links, levels of integration; Liepers tourist system, chain of distribution; private, public and voluntary sectors

To understand consumer behaviour is an important process as it allows marketers to comprehend better the reason why an individual choose to select, purchase and use a good or service to satisfy their needs and wants based on his or her buying tendencies and spending patterns. The analysis of consumer behaviour requires the consideration of various processes, internal and external factors for the individual. Both internal and external factors of an individual are required necessary for the analysis of consumer behaviour, as well as examining the complex interaction of many influencing elements, such as personal and cultural influences, which includes identity (Moutinho 1987). Identity plays a vital part in the unsustainable

Past studies inquiring about diversions gathering brands arrange the gathering brand picture as containing brand characteristics, benefits and perspective (Gladden and Funk 2002). This multi-dimensional point of view of brand picture has all the earmarks of being also related in describing the individual brand photo of an amusement 's huge name.

The interest is twofold. First, the marketeris interested in understanding perceptualprocess that operates the within the consumer who is evaluating marketing stimuli. If the stimulus is an advertisement,the emphasis is on discovery of the cues people use in responding to the advertisement, the meaning they assign to these cues, and the total impressions they form from the combinationof available cues [33, p. 225]. Second, the marketer is interested in understandingthe relationshipbetween particularproducts and brandsand an individual'sself-concept, i.e., how the consumption of certain products or brands contributes to how others perceive him or her. Having delineateda certain self-concept that he or she wishes to convey to others, the consumer must decide which productsare relevantto conveyingthese self-concepts, and exactly what self-concepts are being conveyed by the use of different brands of the product, or differentproductswithina class of substitutableproducts. Because the study is concerned with the evaluation of marketing communications,furtherdiscussion

In recent times, branding has played a pivotal role in some brands’ success. This has been made possible through the ability of some marketers to capture the essence and minds of people (consumers), and put the trends and characteristics into the personality of a brand. Customers have always found ways to identify themselves with certain products, and on several occasions, branding campaigns