Short answer
Ensure website design and content strategy encompass a full spectrum of corporate identity elements, not just superficial branding, to build a more robust and compelling brand narrative.
- Field
- Innovation & Markets
- Source
- Journal of Hospitality Marketing & Management (2015)
- Method
- Content analysis
- Sample
- 123 hotels
- Evidence
- Moderate effect
While most hotels effectively use their websites to display logos and slogans, a significant portion neglects to communicate deeper aspects of their corporate identity such as strategy, culture, and behavior. This innovation & markets research insight is drawn from a 2015 study published in Journal of Hospitality Marketing & Management. Using Content analysis with 123 hotels, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Ensure website design and content strategy encompass a full spectrum of corporate identity elements, not just superficial branding, to build a more robust and compelling brand narrative.
Corporate Identity Elements: Logo and Slogan Usage is High, While Strategy and Culture Communication Lags in Hotel Websites
While most hotels effectively use their websites to display logos and slogans, a significant portion neglects to communicate deeper aspects of their corporate identity such as strategy, culture, and behavior.
Journal of Hospitality Marketing & Management · 2015
Key Findings
- 01All sampled hotels commonly communicated corporate design elements like logos and slogans.
- 02Less than 60% of hotels communicated CI information related to corporate structure, strategy, culture, and behavior.
- 03Chain-affiliated hotels communicated more CI-related information than independent hotels.
Application
Design takeaway
Ensure website design and content strategy encompass a full spectrum of corporate identity elements, not just superficial branding, to build a more robust and compelling brand narrative.
How to apply
When designing or auditing a corporate website, systematically evaluate the presence and depth of communication for all key corporate identity elements, not just visual branding.
Project actions
- 01When researching a brand, look beyond just the logo and consider what the company communicates about its mission, values, and operational approach.
- 02Consider how different types of businesses (e.g., large chains vs. independent operators) might approach online brand communication differently.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Empirical investigation providing quantitative data.
- +Focus on a specific industry and geographic location allows for detailed analysis.
Limitations
Website content can change rapidly, and the analysis might not capture the full dynamic of a brand's communication. The interpretation of 'corporate identity elements' can be subjective.
Reliability & validity
Reliability could be enhanced through multiple coders analyzing the same websites to ensure consistent categorization of CI elements. Validity is supported by the empirical nature of the content analysis, directly measuring website content.
Think critically
Given that chain-affiliated hotels communicate more CI information, what are the potential reasons for this difference, and how might independent hotels leverage their unique characteristics to communicate their identity more effectively online?
Design Principles
"Comprehensive corporate identity communication on digital platforms builds stronger brand equity and stakeholder engagement."
Understanding how corporate identity is communicated online is crucial for building brand recognition and stakeholder trust. This research highlights a missed opportunity for hotels to differentiate themselves by not fully leveraging their digital presence to convey their core values and operational strategies.
What This Means for Your Design
Websites are great for showing off a hotel's logo and slogan, but many hotels miss the chance to talk about their company's goals, how they work, or their unique culture.
How to use in your project
- 1.This research can inform the analysis of a company's existing online presence, identifying gaps in corporate identity communication.
- 2.It provides a framework for evaluating the effectiveness of a brand's digital storytelling.
Add to My Project
Quick Cite
Paragraph starter
This study investigated the extent to which Hong Kong hotels utilize their websites for corporate identity (CI) communication. Findings revealed that while visual elements like logos and slogans were prevalent, deeper CI aspects such as corporate strategy and culture were communicated by less than 60% of the sampled hotels, suggesting a significant opportunity for enhanced brand storytelling.
Source
Journal of Hospitality Marketing & Management
An Empirical Investigation of Corporate Identity Communication on Hong Kong Hotels’ Websites
journal · 2015
View sourceQuestions About This Research
- What does the research say about corporate identity elements: logo and slogan usage is high, while strategy and culture communication lags in hotel websites?
- Ensure website design and content strategy encompass a full spectrum of corporate identity elements, not just superficial branding, to build a more robust and compelling brand narrative. Evidence: Journal of Hospitality Marketing & Management (2015).
- Why does "Corporate Identity Elements: Logo and Slogan Usage is High, While Strategy and Culture Communication Lags in Hotel Websites" matter for design?
- Understanding how corporate identity is communicated online is crucial for building brand recognition and stakeholder trust. This research highlights a missed opportunity for hotels to differentiate themselves by not fully leveraging their digital presence to convey their core values and operational strategies.
- How can designers apply this research?
- Ensure website design and content strategy encompass a full spectrum of corporate identity elements, not just superficial branding, to build a more robust and compelling brand narrative.
- What were the main findings?
- All sampled hotels commonly communicated corporate design elements like logos and slogans.. Less than 60% of hotels communicated CI information related to corporate structure, strategy, culture, and behavior.. Chain-affiliated hotels communicated more CI-related information than independent hotels.
- What research method was used?
- Content analysis with 123 hotels.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2015 journal from Journal of Hospitality Marketing & Management.
- What should I do differently in my next project?
- When designing or auditing a corporate website, systematically evaluate the presence and depth of communication for all key corporate identity elements, not just visual branding.
- What are the limitations?
- The study focused solely on Hong Kong hotels and may not be generalizable to all markets. The analysis was based on website content at a specific point in time.