When Luxury Vinous-Concept Hotel Meets Premium Wine Brands

• Tipo: Capítulo ou Parte de Livro
• Data: 2021

Autores

Ferraz, L (Autor) Outra; Nobre, H (Autor) Outra; Barbosa, B (Autor) FEP

Livro

Título: Handbook of Research on Applied Data Science and Artificial Intelligence in Business and Industry

Páginas: 366-380

ISBN: 9781799869856

ISBN Eletrónico: 9781799869863

Indexação

Scopus - 1 Citação

Outras Informações

ID Authenticus: P-00W-5HG

DOI: 10.4018/978-1-7998-6985-6.ch017

Abstract (EN): <jats:p>Co-branding in the hospitality luxury sector is still understudied in the literature. This study aims at tackling this gap through the analysis of a case of a co-branding strategy between a vinous-concept luxury hotel in Portugal and premium wine brands of domestic producers. Fourteen in-depth interviews with managers of the luxury hotel and wine brand partners supported the exploratory research. This chapter represents a case of qualitative data application to an underestimated topic in the literature from the managers' point of view. The study offers evidence on the benefits for both parties, reasons for adopting co-branding, and partners' selection attributes. The improvement of brand image emerges as one of the main advantages of co-branding with a luxury hotel. Based on the literature review and the interviews with managers, the study proposes a set of hypotheses to be tested in future research. This chapter provides interesting cues for academics and practitioners. </jats:p>

Idioma: Inglês

Tipo (Avaliação Docente): Científica