The Consequence of Malaysian National Culture Values on Hotel Branding

摘要

Branding is prevalent within the hotel industry. Yet most branding constructs were developed in western cultural context. This study attempts to address the relationship between branding and culture. The study outlines the elements that are critical in designing hotel brand experience through a series of in-depth personal interviews with the hotel managers. The results reveal how a great brand experience could be built on the concept national culture values as proposed by Hofstede. A work-in-progress importance of national culture values in hotel branding is offered. This is an initial step towards a framework of culturally relevant hotel branding.