Model presentation for developing brand-consumer relationships in the hotel industry based on Grounded Theory

Subject Areas : business management

hamid alizadeh ¹ , Bahram kheiri ² , Seyed Abbas Heydari ³

1 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Department of business management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2020-09-20 Accepted : 2020-12-06 Published : 2021-03-21

Keywords: brand, Consumer, Hotel Industry, brand-consumer relations,

Abstract :

The present study aims to provide a model for developing brand-consumer relationships in the hotel industry based on the data theory of the foundation. The research method is qualitative and based on data theory of the foundation. Semi-structured interviews were used to collect data and data analysis was performed by Strauss and Corbin method and paradigm model. Sampling was theoretical sampling method and was done using targeted (judgmental) techniques. According to the systematic model of the data theory of the foundation, experts and managers with experience in the hotel industry were selected for the statistical community. The results of analyzing the data obtained from the interviews during the open, pivotal and selective coding process led to the creation of a brand-consumer relationship model in the hotel industry. Finally, a model for brand-consumer relations in the hotel industry was identified. The findings of this study indicate that in order to develop brand-consumer relationships in the hotel industry, managers should pay close attention to all categories and subcategories identified in this study and have the necessary and sufficient information about each of them. Research shows the need to pay attention to brand-consumer relationships in the hotel industry.