Using Netnography to Understand Customer Experience towards Hotel Brands

The competitive environment in the hospitality and tourism industry requires proper attention towards effective management of hotel brands. Recently, marketing literature, customer brand experience has emerged as a multidimensional construct that influences loyalty. Stressing importance this branding construct, study explores underlying dimensions five-star brands an emerging economy like India. employs qualitative research method, is, netnography to identify dimensions. results reveal sensory (sight, smell, sound, touch, taste), affective (feelings emotions), relational not being left alone), food (memorable meal) leisure time (freedom perceive select activity during free time) experiences.