Hotel Brand Story Content Study

Brand story is an important means of hotel marketing and brand building, the hotel through the way of the story can visualize the abstract concept. Brand story can produce emotional resonance, and thus the brand attachment through convey its value by the way of storytelling. In the case study of 157 brand stories of 40 hotels, the author uses content analysis to analyze the content of a hotel brand story from three aspects:theme, plot and character. By studying the different development period of story case induces the brand story building strategy. The case study results show that hotel brand stories are different in every life cycle stage. For brand new hotels, story types is abundant. When turning to growth period hotels tend to build enterprise’s brand image and promote unique product value. In the mature period of the hotel, the key is to maintain and improve the brand image is to use celebrity effect to build brand story. The company accumulated lots of material in the process of self-developing. Hotel managers can use these stories to build its brand story. According to the results, this paper proposed brand story strategy for hotels in each period of life cycle. Suggestions of broadcasting channel also w ere proposed in the article.