Developing Relational Bonds with Luxury Hotel Guests through Personalization: A Subgroup Analysis of Generational Cohorts

Document Type

Article

Publication Date

10-18-2021

Publication Title

International Journal of Hospitality and Tourism Administration

First page number:

1

Last page number:

29

Abstract

Empirical studies on personalization in the luxury hotel context are lacking. Personalization, financial, social, and structural bonds have been proposed together as a conceptual framework, but have not been tested empirically. Moreover, relational bond studies in the luxury hotel U.S. market are non-existent. As personalization is a growing trend and luxury hotels continue to be a high revenue generator for brands, we proposed a relational bonds model in the context of U.S. luxury hotels. Multiple regression analysis was conducted on data collected through a Qualtrics Survey Panel from 205 U.S. respondents. A subgroup analysis was performed to examine differences between Millennials and Generation Xers. The results show differences between the two generational cohorts in terms of the relational bonds regarding behavioral loyalty intentions.

Keywords

Generation X; Generational cohort; Loyalty; Luxury hotel; Millennials; Personalization; Relational bonds; Relationship marketing; Subgroup analysis

Disciplines

Hospitality Administration and Management | Marketing

Language

English

Rights

IN COPYRIGHT. For more information about this rights statement, please visit http://rightsstatements.org/vocab/InC/1.0/

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