نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشکده علوم گردشگری دانشگاه علم و فرهنگ
2 دانشگاه علامه طباطبایی
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Brand management is one of the measures that develops and sustains service and non-service businesses. Since human resources are the most important asset in the service sector, notice to internal brand management programs as a complement to branding plans, is essential. Branding service staff and managing them around the brand is possible through different strategies and focusing on the underlying causes will not have desirable outcomes. Since there are no studies of hotel brand management strategies in the field of hoteling and considering that this issue has theoretical and practical value, the research method in this paper is a fundamental qualitative one which is based on the Grounded Theory method with emphasis on interviews with twenty experts with university degrees and former management and supervisors at Tehran hotels have been conducted. Eighteen of these interviews were identified to be appropriate and analyzed. The basis for completing the interview is to reach theoretical saturation. Experts are asked to introduce internal brand management strategies and after each interview, the extracted texts are categorized into three open, axial and theoretical coding techniques. The results show that four main strategies of work-centered management, employee-centered management, brand-centered encouragement, and managerial behaviors are needed to achieve brand-centered. Therefore, focusing on the employees alongside the tasks, paying attention to the incentives attached to the brand identity, and mediating and guiding the work and humanitarian behaviors of the managers organizes the structure of the desired strategies.
کلیدواژهها [English]
)