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Examining Online Brand Image Dimensions from Hotel Managers and Customers Perspectives in Relation to Herzberg’s Two-Factor Theory

In: Information and Communication Technologies in Tourism 2014

Author

Listed:
  • Duangthida Nunthapirat

    (University of Surrey)

  • Andrew Lockwood

    (University of Surrey)

  • Brigitte Stangl

    (University of Surrey)

  • Hesham Al-Sabbahy

    (Anglia Ruskin University)

Abstract

Given the scarcity of research regarding online brand image, this study is an attempt to generate an understanding of this topic in the hospitality industry from a holistic point of view. In order to gather this information, this study has carried out a detailed analysis of the brand attributes and marketing communication that determine hotel brand image in an online context. Semi-structured interviews with hotel marketing managers and customers were conducted and key dimensions underlying the differences between their perspectives were identified in relation to Herzberg’s two-factor theory (1959). The results reveal that online brand attributes such as ease of use and content are seen as hygiene factors that impact customer perception, whilst site appearance and electronic word-of-mouth are motivational factors that hotel managers need to address in order to create a positive brand image in an online hotel context.

Suggested Citation

  • Duangthida Nunthapirat & Andrew Lockwood & Brigitte Stangl & Hesham Al-Sabbahy, 2013. "Examining Online Brand Image Dimensions from Hotel Managers and Customers Perspectives in Relation to Herzberg’s Two-Factor Theory," Springer Books, in: Zheng Xiang & Iis Tussyadiah (ed.), Information and Communication Technologies in Tourism 2014, edition 127, pages 693-706, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-03973-2_50
    DOI: 10.1007/978-3-319-03973-2_50
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