How Business and Marketing Ethics Can Affect Hotel Brand Image, Case: Chinese Hotel Chain
Guo, Xinxin (2013)
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Ethical business and marketing is the new model, and the thesis tries to explore how ethical issues impact Chinese hotel brand image. Moreover, by the combination of corporate social responsibility and customers’ value, to carry out the social values-driven marketing, the company can fully take on its social responsibility and business ethics throughout the marketing process, realizing the win-win of social benefits and company benefits. Thereby, these pave a way for ethics and brand image, after the interpretation of ethical issue and brand marketing, the thesis illustrates the current situation of Chinese hotel brand image. From the background of new marketing era, is analysed the relationship of ethical issue and brand image, and further introduced 3i model. While emphasizing the revolution of business environment brought by Internet development, from the consideration of brand reputation, the thesis is analyzing the impact of ethics on tangible contents of brand image, the tangible contents of hotel products and services image, environmental image, social image and hotel staff image. Finally, through the intuitive statistical data of a consumer investigation, to display whether these tangible contents under the impact of ethics have a huge effect on the brand image of Chinese hotel industry. This investigation will bring some inspiration to hotel marketers, whether marketing strategy should start from ethics to create hotel brand image.