THE CONCEPT OF HOTEL MARKETING AND BRAND FROM A COGNITIVE SCIENCE PERSPECTIVE
Keywords:
cognitive factors (processes of perception and decision-making), emotional or affective factors, sensory experience, consumer behavior, brand loyalty, hotel choice, personalized service, integrated marketing, success model of César Ritz, and principles of emotional branding.Abstract
This thesis studies the integrated influence of cognitive (perceptual and cognitive), emotional (affective), and sensory factors on the decision-making process of customers in the hotel industry. The main focus is on the mechanisms of forming effective brand value and customer loyalty through a deep understanding of consumer consciousness and behavior (cognitive approach).
In the practical part of the research, the success model of the hotel industry legend César Ritz is analyzed from a cognitive perspective. It is shown that thanks to such principles of Ritz as personalized service, creating an emotionally-sensory environment, forming social value, and visual storytelling, he achieved not only the provision of high-quality services but also the creation of a deep emotional connection and memorable experience in the customer's consciousness.
