Consumer Experience: Examination of conceptual proposals applied in the hotel industry

Consumer Experience: Examination of conceptual proposals applied in the hotel industry

• Author
• Gustavo do Prado
• Co-authors
• Natasha Fogaça
• Abstract

•  

  As consolidated business differentiation strategies become commonplace, interest in consumer experiences grows, including for the hotel industry, whose growth depends on offering unique, memorable, and personalized experiences for the consumer. However, the literature recognizes the conceptual dispersion in the development of the theme, especially in the identification and treatment of its constituent elements. Regarding the academic call, conceptual definition proposals are raised, with the recommendation for its application and examination in real consumption situations, leading to the objective of this work: Understanding how hotel consumers perceive their experience from the dimensions proposed by the concepts suggested. The analysis of two conceptual proposals was promoted in a case study, where the reports about the latest hotel experiences of frequent business travelers, employees of a Brazilian organization, were collected in focus groups. The results showed how consumers notice the constitutive dimensions of the consumption experience, highlighting the interconnection between them and the complexity of the consumption journey. As a contribution of this paper, the examined concepts are strengthened, and the debate on their solidification as definitions for consumption experience is enhanced.

• Keywords
• Consumer experience, Hospitality, Consumer behavior
• Modality
• Comunicação oral
• Subject Area
• Marketing (Júnior)

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