From experiences recollections, this study aims to explore the place of emotions in the souvenir’s step of the family consumption process of luxury hotels stays.
To explore the emotional dimension, this exploratory research is based on a triple qualitative approach (software, manual and a psychology-based approach). In total, 1,055 e-reviews, following a family stay in four- and five-star hotels, were collected.
The findings highlight an omnipresent emotional dimension in the recollections of experiences of consumers who have travelled with their families. These emotional traces differ according to the hotel’s positioning. Overall, positive emotions are much more prominent in the most luxurious hotels, while negative emotions are more related to the four-star hotels. Moreover, the four-star hotels reviews mainly associate emotions with the tangible aspects of the offer. Those in five-star hotels are more structured through intangible aspects.
The study of family decision-making dynamic, with a focus on the role of each family member, is a first perspective. That of experiences recollections apart from the digital approach is also to be considered.
On the one hand, the objective is to extend the literature about the role of emotions in a service consumption process, and especially in a family context, trying to understand the post-purchase step of these customers. On the other hand, it is interesting for hotel managers to identify to which aspects of the offer (e.g. comfort, room, catering, decoration) the emotional traces that have remained in the customers’ memory are associated.
This study considers the family unit in a new way, that of its emotional memories’ traces of luxury hotels experiences. The post-consumer stage of the purchase process based on many spontaneous online reviews analysis is investigated.
Clauzel, A., Guichard, N. and Damay, C. (2020), "Exploring emotional traces in families’ recollection of experiences: A study based on luxury hotel reviews", Qualitative Market Research, Vol. 23 No. 1, pp. 21-45. https://doi.org/10.1108/QMR-07-2018-0076Download as .RIS
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