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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?

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Dissertation(1.33 MB)

Date

2021

Authors

Supervisor

Kim, Chloe
Goodsir, Warren

Item type

Dissertation

Degree name

Master of International Hospitality Management

Journal Title

Journal ISSN

Volume Title

Publisher

Auckland University of Technology

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.

Description

Keywords

Innovative Experiences, Millennial Generation, Hotel Organisations Marketing, Hospitality Industry

Source

DOI

Publisher's version

Rights statement

Permanent link

https://hdl.handle.net/10292/14073

Collections

Masters Dissertations