José Alberto Castañeda García

The effect of online and offline experiential marketing on brand equity in the hotel sector

Propose This paper aims to measure the relationship between online experiential marketing (during the purchasing process involving information search and booking) and offline experiential marketing (during the stay) with hotel brand equity. In addition, the study attempts to determine if there is a significant link between the online hotel experience and the subsequent offline hotel stay experience. Desing/methodology/approach A self-report survey was conducted in a series of four-star hotels in Granada city. The questionnaire was focused on measuring online experience, offline experience and brand equity. For the analysis of the data, a structural equations model was developed. Findings The results suggest that the experience during the hotel stay, contrary to that of the online purchase process, has an influence on hotel brand equity. Nonetheless, the online experience has a significant impact on the hotel stay experience. Practical implications This study is of particular utility for hotel management given that, although it is a sector that for several years has integrated experiential marketing in its service strategy, there is little research analyzing the impact of such actions on the variables that are of interest to the hotel. Originality/value There are no hotel sector studies that have jointly analyzed the role of the online and offline tourist experience and its role in contributing to brand equity. Recognizing the previous notions will allow hotels to identify where to focus marketing efforts so as to increase brand equity.

ANÁLISIS DE LAS REACCIONES DEL TURISTA ANTE DISTINTOS SELLOS DE CALIDAD PARA ALOJAMIENTOS RURALES

RESUMEN Este trabajo trata de analizar los efectos que provocan los sellos de calidad mas reconocidos en el sector del turismo rural sobre la actitud y la intencion de comportamiento del turista. Para ello, se ha llevado a cabo un diseno experimental con los sellos de calidad mas utilizados en turismo rural. Basandonos en la consulta a expertos en el sector y en la revision de la literatura, se decidio utilizar los sellos Q de Calidad Turistica y la certificacion ISO como tratamientos del diseno experimental. Los resultados ponen de manifiesto que la certificacion ISO tiene un efecto positivo en la actitud hacia el establecimiento y en las intenciones del comportamiento de los potenciales clientes si se compara con no usar certificacion. En cambio, las diferencias sobre la actitud hacia el establecimiento y las intenciones de comportamiento no son significativas al comparar a los hoteles con el distintivo “Q de Calidad Turistica” y los hoteles sin certificacion.