Summary and Outlook

Conrady, Roland; Ruetz, David; Aeberhard, Marc

doi:10.1007/978-3-030-59893-8_10

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2023

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“…Luxury tourism has recently gathered a growing attention (see, e.g. Iloranta, 2022;Thirumaran and Raghav, 2017), and recent composite volumes have examined the relationships between luxury and tourism (see Conrady et al, 2020;Kotur and Dixit, 2022) from both historical and contemporary perspectives. The "luxurification of society" (Yeoman and McMahon-Beattie, 2006) has progressively made customers to pay higher attention to luxury experiences.…”

Section: Introduction and Background Of The Studymentioning

confidence: 99%

In search of elite travel: visual communication of luxury hotels

Michael,

Fusté-Forné

2023

CBTH

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Purpose The relationships between luxury and tourism are manifested in meaningful customer experiences which are focused on exclusive products and services. This paper aims to examine the visual communication of hotels in the Middle East to identify what luxury features are represented. Design/methodology/approach The digital communication of four luxury hotels in the United Arab Emirates was analysed based on a visual content and semiotic analysis of their Instagram’s posts (N = 1,866). Findings Results show that customers and views of the hotel and from the hotel are the most representative features of the social media communication of luxury hotels. Originality/value Theoretical and practical implications derived from the results are described, and opportunities for further research are identified in relation to digital marketing communication and the effect on consumers in hospitality and tourism.

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