Emotional Brand Relationship In Hospitality Industry

The Hospitality industry is defined as "hosts offering services to guests", which includes reception, entertainment, and other services for travelers and tourists. Hospitality is a long running folklore in India. India holds a special place in the international world of hospitality. In the highly competitive hotel industry, where products and services have reached “commodity “status, hoteliers are required to find ways to set their products and services apart from other. Every time the consumer takes the direct path to hotel, marketers save on marketing and sales spend required to capture new customers and induce them to select their services over competition. In hospitality industry, there are few differences between the offerings made by

This study makes an attempt to give broad overview of emotional brand relationship growing in the industry. The purpose of this study is to investigate emotional brand relationship in hospitality industry among different demographic groups. Customers’ emotions play the dominant role in explaining satisfaction and brand loyalty. The study finds that there is no difference in perception of gender group and married and single group toward emotional brand relationship in hospitality Industry. The study also finds that there is significant difference in perception of different age and occupation group towards emotional brand relationship but there is no significant difference in perception of different income group towards Emotional brand relationship. Marketers would gain much by continuously monitoring customers’ perceptions towards emotional brand relationship in Hospitality

Between Groups 816.010 2 4028.005 3.151 .047

Within Groups 12558.350 97 129.468

Total 13374.360 99

Analysis: Table 8 depicts the results of one way Anova used for testing significant difference in perception of occupation group. We can see significance level against F value which is .047. This value (p= .047) is below 0.05, therefore, there is statistically significant difference in the group means.

Interpretation There is significant difference in the perception between the different age groups determined by one way ANOVA, F (2, 97, 99) = 3.151, p < 0.05. We accept our hypothesis that there is significant difference in perception of occupation group towards the emotional brand relationship in hospitality industry.

Hypothesis 5

H1: There is significant difference in perception of different income group people towards the emotional brand relationship in hospitality industry.

Table 9: Descriptives

Income Group N Mean Std. Deviation Std. Error 95% Confidence Interval for Mean Minimum Maximum

Below 2,00,000 35 67.7143 10.76643 1.81986 64.0159 71.4127 44.00

2,00,000- 299999 21 67.9524 11.68108 2.54902 62.6352 73.2695