Publicação
Luxury market and holistic marketing: The case of luxury hotels
| Resumo: | In the current context of economic crisis, the luxury market does not seem to suffer from what is happening around, and has grown mainly because luxury customers have financial power and maintain their lust for luxury. However, in a market with an strong competition is not enough to have a strong brand, it is essential to add value, and holistic marketing can contribute strongly to this result.Thereby, the purpose of this paper is to analyze the specificities of the luxury market compared with the non-luxury market, and, assess the level of valorization and enforcement by the luxury brands of each of the four dimensions of holistic marketing (relationship marketing, internal marketing, integrated marketing and performance marketing). For this purpose the Portuguese sector of luxury tourism has been chosen, specifically, the luxury hotels.Data were collected by means of interviews with hoteliers directors or marketing managers of six luxury hotels located in Portugal and were treated with a qualitative method of thematic content analysis by recourse to MAXqda® software.The results provide evidence that the luxury market is more complex to manage than the non-luxury market, and is also worth mentioning that luxury emphasizes each of the dimensions inherent in the philosophy of holistic marketing.This paper contributes with critical information that might help cast light over recent theories and practices of marketing on luxury market. |
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| Autores principais: | Filipe, Sandra |
| Outros Autores: | Simões, Dora; Figueiredo, Carolina |
| Assunto: | Mercado de luxo Marcas de Luxo Hotéis de Luxo Marketing Holístico Marketing Relacional Luxury Market Luxury Brands Luxury Hotels Holistic Marketing Relationship Marketing |
| Ano: | 2014 |
| País: | Portugal |
| Tipo de documento: | artigo |
| Instituição associada: | ISCA da Universidade de Aveiro |
| Idioma: | português |
| Origem: | Estudos do ISCA |
| Resumo: | In the current context of economic crisis, the luxury market does not seem to suffer from what is happening around, and has grown mainly because luxury customers have financial power and maintain their lust for luxury. However, in a market with an strong competition is not enough to have a strong brand, it is essential to add value, and holistic marketing can contribute strongly to this result.Thereby, the purpose of this paper is to analyze the specificities of the luxury market compared with the non-luxury market, and, assess the level of valorization and enforcement by the luxury brands of each of the four dimensions of holistic marketing (relationship marketing, internal marketing, integrated marketing and performance marketing). For this purpose the Portuguese sector of luxury tourism has been chosen, specifically, the luxury hotels.Data were collected by means of interviews with hoteliers directors or marketing managers of six luxury hotels located in Portugal and were treated with a qualitative method of thematic content analysis by recourse to MAXqda® software.The results provide evidence that the luxury market is more complex to manage than the non-luxury market, and is also worth mentioning that luxury emphasizes each of the dimensions inherent in the philosophy of holistic marketing.This paper contributes with critical information that might help cast light over recent theories and practices of marketing on luxury market. |
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Atividades financiadas
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