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Anthropomorphism and its implications for advertising hotel brands

机译：拟人族和其对广告酒店品牌的影响

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Given increased branding competition in the hotel industry, it is imperative to explore the importance of marketing communications in generating desirable customer responses. Building on previous anthropomorphism research, two experiments in this research explore the role of anthropomorphism-based communications for hotel brands. Study 1 investigates the moderating role of sociality via accommodation type, and Study 2 examines the moderating effect of effectance on the relationship between anthropomorphism and customers' responses via appeal type. These interaction effects enhance perceived warmth, leading to customers' higher visit intentions. Consistent with the tenets of anthropomorphism, we find anthropomorphism qualifies as an effective hotel communication strategy. Results also provide insights into when anthropomorphism-based communications become more effective in hotel advertising strategies.
机译：鉴于酒店业增加了品牌竞争，必须探讨营销通信在产生理想的客户反应方面的重要性。 在以前的人培素研究中，这项研究的两项实验探讨了基于拟人的酒店品牌的思考的作用。 研究1通过住宿类型调查社会性的调节作用，研究2审查了通过上诉类型对拟人级别和客户反应之间关系的调节效果。 这些互动效应增强了感知温暖，导致客户更高的访问意图。 与拟人术的原则一致，我们发现人为符合人类的沟通战略。 结果还提供了对基于拟人的通信在酒店广告策略中更加有效时的见解。

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