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Online branding: Development of hotel branding through interactivity theory

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  • Barreda, Albert A.
  • Bilgihan, Anil
  • Nusair, Khaldoon
  • Okumus, Fevzi

Abstract

The present study aims to develop and test a theory-based model of website interactivity as an online branding tool. It explores the relationships among website interactivity, the dimensions of brand knowledge, and brand value in the context of hotel booking websites. An online questionnaire was completed by four hundred forty two (n = 442) responses who booked a hotel room in the previous year. Leaning on the fundamentals of branding literature and the website interactivity theory, a model was designed and seven hypotheses were tested. A two-phase analysis was considered, first a Confirmatory factor analysis (CFA) and then a Structural Equation Modeling (SEM) were conducted to test hypotheses. The results of the study show that the dimensions of website interactivity, namely two-way communication and user control, positively impact the dimensions of brand knowledge, namely brand awareness and brand image, which in turn impact brand value. We offer both theoretical and managerial implications.

Suggested Citation

  • Barreda, Albert A. & Bilgihan, Anil & Nusair, Khaldoon & Okumus, Fevzi, 2016. "Online branding: Development of hotel branding through interactivity theory," Tourism Management, Elsevier, vol. 57(C), pages 180-192.
    • Handle: RePEc:eee:touman:v:57:y:2016:i:c:p:180-192
    DOI: 10.1016/j.tourman.2016.06.007
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    References listed on IDEAS

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    2. Kim, Insin & Kim, Joonhyeong Joseph, 2017. "Older adults’ parasocial interaction formation process in the context of travel websites: The moderating role of parent-child geographic proximity," Tourism Management, Elsevier, vol. 63(C), pages 399-416.
    3. Shakeel ul Rehman & Rafia Gulzar & Wajeeha Aslam, 2022. "Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach," SAGE Open, , vol. 12(2), pages 21582440221, May.
    4. Alalwan, Ali Abdallah, 2018. "Investigating the impact of social media advertising features on customer purchase intention," International Journal of Information Management, Elsevier, vol. 42(C), pages 65-77.
    5. Feng Xu & Yuli Bai & Shuaishuai Li, 2020. "Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation," Sustainability, MDPI, vol. 12(5), pages 1-21, March.
    6. Hye-Ryeong Shin & Jeong-Gil Choi, 2021. "The Moderating Effect of ‘Generation’ on the Relations between Source Credibility of Social Media Contents, Hotel Brand Image, and Purchase Intention," Sustainability, MDPI, vol. 13(16), pages 1-16, August.
    7. Narges Nazari & Azmawani Abd Rahman & Yuhanis Binti Ab Aziz & Haslinda Hashim, 2020. "The effect of customer satisfaction on the performance of the small an medium-sized hotels," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 26(1), pages 69-96, June.
    8. Daniela De Filippo & Javier Benayas & Karem Peña & Flor Sánchez, 2020. "Communication on Sustainability in Spanish Universities: Analysis of Websites, Scientific Papers and Impact in Social Media," Sustainability, MDPI, vol. 12(19), pages 1-21, October.
    9. Ye, Ben Haobin & Barreda, Albert A. & Okumus, Fevzi & Nusair, Khaldoon, 2019. "Website interactivity and brand development of online travel agencies in China: The moderating role of age," Journal of Business Research, Elsevier, vol. 99(C), pages 382-389.
    10. Yeneneh Tamirat Negash & Massoud Moslehpour & Pei-Kuan Lin & Shao-Chun Chiu & Yung-Yen Liu, 2021. "Mapping Generation Y Tourists’ E-Loyalty: A Sustainable Framework through Hierarchical Structure and Fuzzy Set Theory," Sustainability, MDPI, vol. 13(9), pages 1-22, April.

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