Affiliation:
1. School of Hospitality, Sunway University, Subang Jaya, Malaysia
Abstract
This study explores the perspectives of luxury hotel managers regarding the adoption of TikTok as a brand communication tool. Through qualitative analysis, key decision-makers articulate their nuanced viewpoints, concerns, and aspirations regarding TikTok integration into branding strategies. The findings reveal that luxury hotel managers perceive TikTok’s universal appeal, positive user engagement, and cost-effectiveness as advantageous for reaching diverse audiences. However, they also recognize the challenge of maintaining consistent brand representation and controlling negative impacts due to the platform’s potential for virality. Creativity and novelty emerge as crucial elements for effective brand communication, highlighting the importance of innovative storytelling and visually captivating presentations. Moreover, targeted engagement and brand affinity are emphasized, underscoring the significance of tailored messaging and loyalty-building initiatives. Nevertheless, challenges arise in aligning luxury with TikTok’s perceived mass-market association, necessitating finesse to navigate the tension between accessibility and exclusivity. Overall, this study sheds light on the complex process of cultivating upscale vibes on TikTok and the strategic shift required to redefine luxury narratives on a platform known for its broad user base. The practical insights offered here are valuable for luxury hotel managers, marketers, and researchers seeking to understand TikTok’s role in luxury brand communication.