Consumption of experiences in boutique hotels in the context of e-WOM

Abstract

Postmodern society is characterised by consumers' hedonistic behaviours and values, in which experience consumption is a form of differentiation and social elevation. This study sought to understand consumers' online manifestations of boutique hotel experiences and individuals' motivations for engaging in electronic word-of-mouth. The research considered prior studies on experiential consumption, as well as publications focused on understanding postmodern individuals. Netnography was used to collect data on-and analysepost-consumption behaviours boutique hotels. Participant observation was conducted of the online manifestations of boutique hotel consumers' experiences. The research also included computermediated speech analysis, image analysis of virtually extracted data and discourse analysis of interviews with users identified from previous interactions and online postings. This study's approach was based on a different perspective than that of Pine and Gilmore's work, utilising instead the experience economy, postmodern consumer analysis and boutique hotel concepts. Observations revealed that exclusivity and privacy are central elements determining consumers' choice and definition of boutique hotels. However, online manifestations of experiences reveal exhibitionist and paradoxical behaviours.

Consumer perspectives of boutique and lifestyle hotels: Is there a difference?

“…Boutique hotels are defined by the market in much the way supply-side research would suggest (Jones et al, 2013). Parolin and Boeing (2019) found that individuals seek differentiation in the consumption experiences of boutique hotels. Consumers expect exquisite food and beverage, distinctive layouts and interior design, and individualized service.…”

“…In addition to considering size, researchers have agreed that boutique hotels should be differentiated from traditional hotels through high-quality and personalized service, individualized experiences, and unique designs and architecture (Aggett, 2007; Jones et al, 2013; McIntosh and Siggs, 2005). Parolin and Boeing (2019) argued these factors create a sense of exclusivity that boutique hotel consumers value.…”

Defining attributes of boutique hotels: a systematic literature review

“…Boutique hotel customers also associated boutique hotels with novel service provisions. For example, in boutique hotels in Brazil customers reported innovative services, such as dinner on an island where only one couple at a time was welcomed and the use of small treats in rooms, such as chocolates arranged in the form of the couples' initials (Parolin and Boeing, 2019). Boutique hotels in Vietnam offered customers access to spas and special treatments (Truong et al, 2020), while boutique hotels in Vietnam and Hong Kong offered customers access to transport, e.g.…”

Hospitality in times of pandemic: Examining the guest experience in lodging facilities in the city of João Pessoa/PB

“…The emergence and rise of Information and Communication Technologies (ICTs) in the context of hospitality has provided tourists with a forum in which they can evaluate their lodgings on the internet, by reporting and evaluating establishments through User Generated Content (UGC), which generates an online reputation through electronic word-of-mouth. According to Parolin & Boeing (2019), online platforms are widely used to disseminate electronic word -of-mouth (eWOM) in various areas of tourism and hospitality. This UGC is an important aspect to be considered by managers, as managing users' comments enables them to identify failures in the service provision, providing an opportunity to optimize the company's actions and improve its performance through online reputation and increased guest satisfaction.…”