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Title: An empirical investigation of corporate identity communication on Hong Kong hotels' websites
Authors: Mohammed, I
Denizci Guillet, B 
Schuckert, M 
Law, R 
Keywords: Corporate communication
Corporate marketing
Hotel websites
Organizational identity
Issue Date: 2016
Publisher: Taylor & Francis
Source: Journal of hospitality marketing & management, 2016, v. 25, no. 6, p. 676-705 How to cite?
Journal: Journal of hospitality marketing & management 
Abstract: Corporate websites offer hotels ample space and opportunity to express their identities to their stakeholders, but for lack of empirical research in this area, it is yet to be known the extent to which hotels utilize this platform for corporate identity (CI) communication. Aiming to fill this void, this study analyzed the website contents of 123 hotels in Hong Kong to determine the extent to which the hotels utilize their own websites to transmit information about their identities. The results indicated that CI elements relating to corporate design such as logo and slogan were commonly communicated by all the sampled hotels. However, CI information relating to corporate structure, strategy, culture, and behavior was communicated by less than 60% of the hotels. In addition, the findings demonstrated a relationship between CI communication and the type of hotel operation, with chain-affiliated hotels communicating more CI-related information than independent hotels. From a practical standpoint, these findings can be used to enrich the information contents of hotels' websites so that the benefits of CI communication can be realized.
ISSN: 1936-8623
EISSN: 1936-8631
DOI: 10.1080/19368623.2016.1096875
Appears in Collections:Journal/Magazine Article

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