Personalized and butler service in the hospitality industry as a tool for improving brand image
Personalized and butler service in the hospitality industry as a tool for improving brand image

Author(s): Svetla Tagareva
Subject(s): Economy, Tourism
Published by: Международно висше бизнес училище
Keywords: hospitality industry; personalization; butler services; brand image
Summary/Abstract: The purpose of the present study is to explore the possibilities of using personalized and butler services in the hospitality industry as a tool for influencing brand image. This research paper focuses on important aspects of the customer experience in hotels. The topic of butler services is examined in detail and the trends in its development will be presented. The research examines issues related to brand image, how theoretical thought develops over time and how it can be positively influenced through the use of personalized service. Butler services are known all over the world, but in Bulgaria, this service is not developed, it is not known, and thus the destination sits aside from the global tourist offer. The research will present an analysis of a survey conducted to give a vision of whether this type of service trigger user demand.

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