Abstract
To date there has been a general paucity of literature supporting investigation of hoteliers who have recognised the value of creating an aura of elitism within and surrounding their hotels. Specifically, analysis of the relationship of product design and style elements to systems of market communication is generally lacking. This paper aims to commence academic debate, and to further understanding through conceptual and empirical analysis. Of particular interest is the manner in which elite hotels position themselves at the apex of the international hotel industry through the effective application of design and style, which is translated through semiotic carriers. This has the potential to result in a ‘cultural cachet’, prestigiously and distinctively positioning them within the market-place.
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