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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aut.embargoNoen_NZ
aut.thirdpc.containsYesen_NZ
aut.thirdpc.permissionYesen_NZ
dc.contributor.advisorKim, Chloe
dc.contributor.advisorGoodsir, Warren
dc.contributor.authorGuo, Yuhe
dc.date.accessioned2021-03-29T00:41:57Z
dc.date.available2021-03-29T00:41:57Z
dc.date.copyright2021
dc.date.issued2021
dc.date.updated2021-03-26T03:00:35Z
dc.description.abstractThe 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.en_NZ
dc.identifier.urihttps://hdl.handle.net/10292/14073
dc.language.isoenen_NZ
dc.publisherAuckland University of Technology
dc.rights.accessrightsOpenAccess
dc.subjectInnovative Experiencesen_NZ
dc.subjectMillennial Generationen_NZ
dc.subjectHotel Organisations Marketingen_NZ
dc.subjectHospitality Industryen_NZ
dc.titleThe Exploration of Innovative Experiences in the Hotel Industry: How Are Hotel Organisations Marketing Innovative Experiences to Target the Millennial Generation?en_NZ
dc.typeDissertationen_NZ
thesis.degree.grantorAuckland University of Technology
thesis.degree.levelMasters Dissertations
thesis.degree.nameMaster of International Hospitality Managementen_NZ
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