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"Varumärket är ingenting utan personalen": Intern kommunikation av varumärket inom hotellsektorn
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2010 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this paper is to examine the correlation between hotels, their brands and the frontline staff within the industry. A competitive, international environment characterizes today´s hotel industry where brands are one of the strongest sources for a successful position amongst competitors. In the brand delivery, the front line staff is of utmost importance since they in many ways incorporate the brand values and the projected identity of the hotel. Hotels can use a variety of ways to communicate the brands identity to the front line staff in order to create the desired brand behavior, some more effective than others. At the same time the Swedish hotel industry, as many other, is characterized by a high percentage of staff turnovers. This is caused by the fact that part time or seasonal front line employees staff much of the hotels. This creates a possible tension since those delivering the service often are staff with limited brand awareness while at the same time the hotels are dependent of a constant brand delivery to create a sustainable brand image.

The study has been made through a qualitative approach and as a case study of a representative part of the Swedish hotel industry. We have conducted 7 interviews with various people, all working in management at different hotels. Research findings show that while there is an understanding of the front line staffs part in brand communication, the implementation phase is troublesome. In order for the staff to communicate the hotel brand true to the hotels proposed brand identity there is a need for a symbiotic relationship between the hotels management and the front line staff. A model for this relationship is therefore proposed by us.

Place, publisher, year, edition, pages
2010. , p. 121
Keywords [en]
brand, hotel industry, internal marketing, seasonality, brand communicator
Keywords [sv]
varumärke, hotellbranschen, intern marknadsföring, säsongsbetoning, varumärkesbärare
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-5722OAI: oai:DiVA.org:lnu-5722DiVA, id: diva2:321420
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2010-06-01 Created: 2010-05-31 Last updated: 2010-06-01Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Language
  • de-DE
  • en-GB
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  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
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