http://hdl.handle.net/20.500.14342/4107 2026-05-01T09:26:40Z http://hdl.handle.net/20.500.14342/4189 How to enhance the use of Influencer Marketing for luxury hotels & PR companies? Waldburg-Zeil, Tatjana During my internship and after literature review and brainstorming some problems concerning influencer marketing were detected. A recent study from Hilker consulting (2019) suggests that influencer marketing is becoming constantly more important for companies. Each year advertisers are allocating more money for social media advertisement, this is a sign that they are noticing better return on investments in that sector (Emarketer.com, 2015). Compared to other forms of classic marketing, a cooperative research study found that influencer marketing has the ability to bring about 11 times more return on investment (Rusu, 2016). Bakshy et al. (2011) mentioned that influencers display a certain composition of desirable characteristics that give them the chance to influence a disproportionately wide range of other people . According to Tuten & Solomon (2013) influencers are opinion leaders whose advices are being taken seriously. They have the power to influence consumers attitudes, behaviors and opinions. For the hospitality Industry influencer marketing is relatively new, compared to the fashion and cosmetic industry. However, there is a huge potential for them to do influencer marketing, as this industry is all about triggering emotions and creating desires of beautiful and interesting places. This is exactly where influencers are best at. They create engagement and trust with a company and they know how to address their audience. If this audience is the target group of the hotel, influencer marketing could be the most efficient way of creating awareness Nevertheless, from the use of influencer marketing certain issues arise. Especially for luxury hotels the target group is difficult to align with most of the influencers. Other ongoing problems for influencer marketing is how to check their reliability as well as measuring their value. Some studies already picked up these topics but it seems one of the most difficult problems to solve. Anyhow, these problems will be part of this study, especially focusing the side of the luxury hospitality sector. On the other hand Luxury hotels must try to be attractive places in order to attract the influencers and convince them to tell their stories. Tourism destinations as well as hotels need media images, according to Jenkins (1999). Especially when the reader has never been in contact with the destination, media representation and the so called “story telling” is highly important (Jenkins, 1999). Last but not least, this paper addresses the issue of sustainability. Sustainability can bring influencer marketing to another level by making it a meaningful tool that changes the world in a better way. Perhaps influencer marketing could be used to enhance sustainable values. According to Haaren et al. (2005) social media and other web tools could encourage social education by promoting a new way of awareness creation through interacting with users and passing on information in a greater social context. It could be the future of influencer marketing and it will be interesting to hear expert opinions about this topic and other future trends of influencer marketing. Regarding the importance and actuality of this topic for the hospitality industry, as well as for PR agencies and regarding the detected issues, the research question will be: How to enhance the use of Influencer Marketing for luxury hotels & PR companies? Tutora: Gilda Hernández 2020-01-01T00:00:00Z http://hdl.handle.net/20.500.14342/4188 Engagement of casual labor to Hotel Arts' standards and culture Spaargaren, Rosa In the context of hospitality organizations, brand attributes origins in service delivery and other intangibles within the organization (Lashley, 1995). Engaged and committed employees who understand and accept brand attributes can become brand evangelists and deliver on the brand promise in a consistent and a better manner across global hospitality portfolios. Employee engagement has become a widely used and popular term. This construct is a relatively new notion in the literature, but it has been heavily promoted by HR consulting companies that offer advice on how to create and leverage it. The general consensus is that the fundamental concept of engagement may explain behavior at work, but inconsistent interpretations still exist. According to Gibbons (2006:5) “employee engagement is a heightened emotional and intellectual connection that an employee has for his/her job, organization, manager, or co-workers that in turn influences him/her to apply additional discretionary effort to his/her work”. Hotel Arts is also affected by employee turnover. The problem is encountered in the banqueting department of the hotel. Hotel Arts organizes a lot of banqueting events, both offside and in the hotel, for which it regularly needs so-called casual or external labor. These employees work at an event for one time, maybe twice. As a consequence, the hotel reaches the problem of very high turnover in this department. The issue that arises is how this external labor could adapt more to the hotel’s standards and culture in order to get more engaged with the company’s service values and thereby reducing the level of turnover. Within the framework of this Master Thesis a qualitative research has been chosen. The goal of the interviews is to discover the different views on the current situation regarding the engagement of the ETT to the hotel’s culture, in order to determine which aspects of the work and the engagement of the ETT can be improved through policy measures. I decided to develop three different measures, based on selection and recruitment, training, and the improvement of the workplace. I found it essential to research about the main causes of these three problems encountered, and to provide a strategy that could bring a solution to each of them. " Tutora: Daniela Freund de Klumbis 2020-01-01T00:00:00Z http://hdl.handle.net/20.500.14342/4187 The sustainable business model of a hotel – the case of the W Barcelona Moret, Natacha Janine The purpose of this qualitative study is to determine the sustainable model of a hotel, in this case, of the hotel W Barcelona. By analyzing their decision-making process and the implementations made in their operational value chain, improvements were found, and recommendations given. In order to achieve those objectives, review of academics and scientific researches were achieved to provide support and evidences of the right path to follow for corporates to reach their sustainable goals. Personal researches were assessing thanks to the collection of primary data through in-depth exploratory and semi-structured explanatory interviews, with a studied group selected intentionally, composed by Executives Chefs of W Barcelona or specific responsible in Marriott International. In addition, a quantitative data research was led in form of a test hypotheses survey with a studied group of 100 people strong and selected randomly through the employees of W Barcelona. Those data were quantified and analyzed, as statistical relationships identification, in order to emphasize the results and conclusions. The results have been providing the evidence of a lack of communication and a not-enough consciousness of the positive effect sustainability may have on the identity of an enterprise. However, the findings identify a willingness to do well and constant improvements in the value chain. Additional recommendations were given as part of the conclusions. The first part of the results can be generalizable findings about the sustainable model for the hotels and can be applied in other properties. However, if results can be shared, the study was focused on the W Barcelona and variations may occur depending on the brand, the size and the location of the property. Tutora: Mónica Cerdán Chiscano 2020-01-01T00:00:00Z http://hdl.handle.net/20.500.14342/4186 Business plan of repositioning Ñaupa House Hostel Ortega Fuentes, Ivonne Candy This document provides research and analysis in the hostel sector in Latin America and using Barcelona as benchmarking to identifying new products and markets opportunities within this sector. Also provided an analysis of the current situation of Ñaupa House S.R.L. and from this point make a strategy and business plan to create a new concept to achieve more competitiveness in the sector and increase the income. Tutora: Tugba Kalafatoglu 2018-11-01T00:00:00Z