Personalidade de marca na hotelaria: uma análise da associação Biohotel

Abstract

In the world tourism scenario, the means of lodging represent a fundamental aspect in the act of displacement. Among the many options available today, the client uses intimate motivations in the decision-making process from which to stay. With increasing competition in the industry, hotels seek to differentiate themselves and offer more than adequate structure, but also, and especially, an experience. The brand is a factor that is increasingly being taken into consideration in this choice, in which the customer is increasingly demanding. Trademarks have human characteristics, in some cases more clearly than in others, which help the traveler to decide the place of accommodation according to his own personal identity. The overall objective of this study is to identify the personality of the BioHotel brand, according to Jennifer Aaker's Brand Personality Scale (BPS) (1997). The universe of study took place on the European continent, more precisely in Germany, where five BioHotels were investigated. The research has a descriptive and exploratory qualitative approach and the questionnaire elaborated according to the dimensions of the research instrument was used as a form of data collection. In the analysis of the material obtained, after an individual and joint verification of the data, it was observed that of the five dimensions, only four were accepted for the result, since three of the five hotels did not accept the dimension Ruggedness. The same thing happened with traces of low representativeness of any of the dimensions. For purposes of the conclusion, only the Sincerity, Excitement, Competence, and Sophistication dimensions were identified by the five BioHotels.