From blueprint to implementation: Communicating corporate identity for the hotel industry
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 28 August 2007
Abstract
Purpose
In recent years, the field of corporate identity management has grown substantially in importance in the hospitality industry. Managers of hotels have become increasingly interested in learning methods that have been successful in communicating a new corporate identity. The purpose of this case study is to document the design and implementation of new corporate identity communication process.
Design/methodology/approach
This article describes a holistic process of designing a new corporate identity for a leading hotel management group, with a focus on implementation of its corporate communication process.
Findings
The case study described here suggests that corporate identity communication occurs at four levels – internal and external, formal and informal – and provides a strategic framework for any hotel chain management in implementing a new corporate identity.
Originality/value
This case study adds a new element to the process of communicating image/identity to internal and external stakeholders in the hospitality industry.
Keywords
Citation
Herstein, R., Mitki, Y. and Jaffe, E.D. (2007), "From blueprint to implementation: Communicating corporate identity for the hotel industry", International Journal of Contemporary Hospitality Management, Vol. 19 No. 6, pp. 485-494. https://doi.org/10.1108/09596110710775147
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited