Hotel brand personality: a theoretical experiment

Abstract

Lodging facilities, specially hotels, whose representativeness for the tourism scenario is unquestionable, still suffer for the low volume of scientific studies involving the theme branding as a strategic element focused on this segment. And in a current moment of intense disputes over the marketshare, due to the constant entry of new competitors and other alternatives that are emerging as new lodging options, the authors warn that this sector become more benefited and receive due attention of researchers. The study presents a theoretical experiment carried out about this topic and discusses the reality about the already existing content in the academic scene involving the hotel brand personalities where previous research uses the Jennifer Aaker’s Brand Personality Scale (BPS) as a tool of analysis of brands from economic and upper-class hotel categories. As a conclusion, it is evident that there are still a low number of researchers in the Brazilian and international literature that focus on this model of approach.