article · Consumer Behavior in Tourism and Hospitality
This research examines how hotel innovativeness shapes guest behaviour and loyalty within five-star chain-affiliated hotels in Egypt. Drawing on a survey of 526 guests, the investigation explores the interplay between hotel innovativeness, brand identification, consumer participation, and switching intentions. The findings reveal that perceptions of hotel innovativeness substantially enhance guests' brand identification and their active involvement. However, innovativeness alone does not directly reduce a customer's likelihood to change brands. Instead, consumer citizenship behaviour mediates the connection between guest participation and their intention to switch. By assessing these relationships, the study demonstrates that guest engagement and citizenship actions are critical links in translating perceived innovative practices into long-term brand retention within the luxury hospitality sector.
Retaining customers in competitive hospitality markets requires understanding what drives brand loyalty. This work clarifies that simply introducing innovations is not enough to stop guests from moving to competitors. Hotels must instead foster guest identification and encourage citizenship behaviours, helping operators design service environments where customer participation directly supports brand retention.
The findings can be applied by hotel chains, hospitality managers, and guest-experience designers to refine loyalty programmes and customer engagement strategies. Because the research is based on an empirical survey of 526 hotel guests, it provides applied insights ready for testing in service design and marketing strategies within five-star hotel operations.
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Purpose This study aims to analyse the antecedents and consequences of consumer participation behaviour in the hotel industry. It investigates how citizenship behaviour influences the link between participation and switching intention. It also investigates hotel innovativeness, brand identification and consumer value co-creation using the frameworks of innovation diffusion theory, social identity theory and social exchange theory. By combining different academic perspectives, the study provides a thorough grasp of the elements that influence consumer behaviour and loyalty to hospitality brands. Design/methodology/approach This study used a descriptive-analytical approach to survey 526 guests who stayed at five-star hotels affiliated with chains in Egypt. The hotels were chosen using stratified random sampling, which ensured representation across multiple segments. For practical reasons, convenience sampling techniques were used to pick research participants. To test the study hypotheses, structural equation modelling was used, which provided a strong statistical analysis to assess the correlations between variables and validate the suggested theoretical framework. Findings The research indicates that hotel innovativeness has a substantial impact on consumers’ brand identification and involvement behaviour, but not their propensity to move brands. The relationship between participation behaviours and intention to switch is mediated by consumer citizenship behaviour. Research limitations/implications The cross-sectional study methodology may not address causal linkages or developmental difficulties because it only collected data at one point in time. A longer study period is required, and the sample group’s breadth is restricted to five-star hotel guests from Egypt’s chain-affiliated hotels. Originality/value This study offers a thorough methodology for assessing how hotel innovation influences consumer brand identification. It also looks at how consumer brand identification affects involvement and switching intentions. The study also investigates the moderating influence of consumer citizenship behaviour in the link between involvement and switching intentions.
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DOI: 10.1108/cbth-02-2024-0056
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