BRAND EXPERIENCE ON DINERS’ BRAND LOYALTY IN CHINA’S SMART HOTELS
DOI:
https://doi.org/10.61841/w7zxw733Keywords:
Brand Experience, Smart Hotels, Customer Loyalty, Artificial Intelligence (AI), Hospitality Industry.Abstract
In today's volatile and globally interconnected market, the hotel industry is facing immense competition. To obtain a competitive advantage, hotels may adopt a completely new branding strategy. The integration of brand experience into marketing strategies has brought about a lot of interest in the hotel industry. With the rise of smart technology in the hospitality business, it is crucial to recognise the impact of brand experience on customer pleasure, commitment, and general hotel performance. Using a quantitative technique, the study surveyed 649 people from different parts of China. Hotel performance indicators like rate of occupancy and profitability are improved because of increased guest satisfaction and loyalty brought about by a pleasant brand experience. According to the research, smart technologies can only gain momentum if they are easy to use, secure users' personal information and provide tailored experiences that cater to individual tastes. However, the findings also provided insight into challenges that are already being experienced such as failures in smart devices and an inability to meet the particular needs of some customers. Smart hotels' future prosperity is contingent upon their capacity to improve the customer experience. Core issues like value, quality service delivery, and environmental responsibility are non-negotiable, and responding to educated consumer feedback through ear-to-the-ground listening might be crucial to achieving this goal. Studies carried out by the Chinese industry further develop prevailing smart hotel knowledge and highlight their brand experiences. The managers of hotels can benefit from strategic branding strategies and smart technology suggestions to enhance the guest experience and the hotel's financial performance.
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