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The Exploration of Innovative Experiences in the Hotel Industry: How Are Hotel Organisations Marketing Innovative Experiences to Target the Millennial Generation?

Guo, Yuhe
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Dissertation (1.330Mb)
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http://hdl.handle.net/10292/14073
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Abstract
The importance of innovation as the essential driver of sustained success has been amply demonstrated in the hotel industry. Most hotel innovation research has focused on technological innovation, while few studies have attempted to investigate how hotels market innovative experiences (Orfila-Sintes & Mattsson, 2009). Furthermore, even fewer studies have explored the hotel innovation experience for Millennial consumers. Hence, this research explores how hotels market a brand image portraying innovative experiences. The research adopts a qualitative methodology and uses content analysis to analyse the data. The results show how hotel operators use experience innovation to appeal to the Millennial generation.
Keywords
Innovative Experiences; Millennial Generation; Hotel Organisations Marketing; Hospitality Industry
Date
2021
Item Type
Dissertation
Supervisor(s)
Kim, Chloe; Goodsir, Warren
Degree Name
Master of International Hospitality Management
Publisher
Auckland University of Technology

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