The effect of online and offline experiential marketing on brand equity in the hotel sector

• Main Authors: José Alberto Castañeda García, Andrea Del Valle Galindo, Rocío Martínez Suárez
• Format: Article
• Language: English
• Published: Emerald Publishing 2018-06-01
• Series: Spanish Journal of Marketing-ESIC
• Subjects: Experiencia online; Experiencia offline; Capital de marca; Marketing experiencial
• Online Access: https://www.emeraldinsight.com/doi/pdfplus/10.1108/SJME-03-2018-003

Propose - This paper aims to measure the relationship between online experiential marketing (during the purchasing process involving information search and booking) and offline experiential marketing (during the stay) with hotel brand equity. In addition, the study attempts to determine if there is a significant link between the online hotel experience and the subsequent offline hotel stay experience. Desing/methodology/approach - A self-report survey was conducted in a series of four-star hotels in Granada city. The questionnaire was focused on measuring online experience, offline experience and brand equity. For the analysis of the data, a structural equations model was developed. Findings - The results suggest that the experience during the hotel stay, contrary to that of the online purchase process, has an influence on hotel brand equity. Nonetheless, the online experience has a significant impact on the hotel stay experience. Findings - The results suggest that the experience during the hotel stay, contrary to that of the online purchase process, has an influence on hotel brand equity. Nonetheless, the online experience has a significant impact on the hotel stay experience. Practical implications - This study is of particular utility for hotel management given that, although it is a sector that for several years has integrated experiential marketing in its service strategy, there is little research analyzing the impact of such actions on the variables that are of interest to the hotel. Originality/value - There are no hotel sector studies that have jointly analyzed the role of the online and offline tourist experience and its role in contributing to brand equity. Recognizing the previous notions will allow hotels to identify where to focus marketing efforts so as to increase brand equity.