Brand Personality Dimensions in the Hotel Sector

Abstract

This chapter addresses the gap in literature regarding brand personality metrics in the hotel industry. Despite extensive studies on various brands globally, limited research exists in the hotel sector. Brand personality is pivotal for differentiating hotels and attracting their target market. Aaker's five-dimensional brand personality scale (BPS) was employed in a case study at Hotel Garden in Pristina, Kosovo. This study, employing both qualitative and quantitative methods, engaged 68 participants. Hotel Garden demonstrated higher scores in sincerity, competence, excitement, and sophistication, aligning with Aaker's dimensions, while ruggedness received less emphasis. Findings underscore the need for brand-aligned strategies, highlighting the role of human resources and organizational culture. This chapter explores the findings and offers strategies that, when applied to human resources, should take into account the relationship with BPS.