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Exploring the effect of rebranding on stakeholders

The purpose of this study is to provide a better insight into the impact of rebranding on stakeholders; the case for this study is the rebranding of the Hotel Management School (HMS). This research has explored how the stakeholders have experienced rebranding and how the rebranding has affected the brand identity, image and loyalty. A qualitative research method was used and data was gathered conducting semi-structured, face-to-face interviews with the students, staff and industry partners. The data illustrates that due to effective internal communication the employees were not affected by the rebranding. Nevertheless, the brand identity, image and loyalty did not have the same effect on the students and industry partners. Thus, it is recommended that HMS pay more attention to improving the communication, rebuilding and expansion of the brand identity.

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Exploring the effect of rebranding on stakeholders

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The body as a brand in social media : analyzing digital fitness influencers as product endorsers

New social actors have emerged with the social media. Among them, we highlightedthe digital influencers, people who have millions of online followers, andinduce them in favor or against products and brands to be consumed. Therefore,we aimed to analyze this endorsement process carried out by digital influencers intheir online profiles, having as research field the fitness market that encouragespeople to evaluate and work tirelessly in their bodies. We used the Semiotic ImageAnalysis to investigate the postings of three Brazilian digital fitness influencersand identified four categories that configure the post format: body exposure, bodyextension, interaction between influencer and brand/product, and interaction betweeninfluencer and followers. By means of these categories, we identified thatthese influencers act as brand avatars, creating an intense link with these products,exposing their bodies in advertisements and extending the meanings of theirgood shape to endorsed goods and services.

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Herbestemmen van leegstaand publiek vastgoed

Het lectoraat Facility Management van Zuyd Hogeschool (14.000 studenten in Heerlen, Maastricht en Sittard) richt haar pijlen op praktijkonderzoek op 3 thema’s: Leegstand en herbestemming, leefbaarheid en circulaire inkoop. De keuze voor het onderzoeksthema ‘leegstand en herbestemming’ ligt voor de hand in een regio waar sprake is van demografische krimp, ontgroening en vergrijzing en er dus steeds meer publiek vastgoed leeg komt te staan. In dit artikel hanteren we de omschrijving van Marc van Leent (2012) om publiek vastgoed te duiden: Vastgoed dat initieel een publieke functie diende. Scholen, zorg gebouwen, kerken en cultuurhuizen vallen daarmee onder deze categorie. De vraag of het gebouw met privaat of publiek geld is gesticht, is in dezen dus van minder groot belang. Om de koppeling met de praktijk te versterken heeft het lectoraat Facility Management de samenwerking gezocht met Yask Facility Management. Zowel het literatuuronderzoek als het praktijkgedeelte heeft het lectoraat samen met Yask uitgevoerd. Een Master FREM studente uit 2017-2018 heeft de lead genomen bij het praktijkgedeelte en de symbiose tussen theoretische inzichten en praktijkervaringen voor haar rekening genomen, hetgeen uitmondde in haar Master FREM thesis: “Redevelopment approaches for vacant public real estate in the Netherlands”. Dit artikel beschrijft de aanleiding, het proces, de onderzoeksresultaten en de conclusies die daaraan verbonden zijn.

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Herbestemmen van leegstaand publiek vastgoed

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Research on Preventive Wellness in the Netherlands

Chapter 39 in Health, Tourism and Hospitality: Spas, Wellness and Medical Travel, 2nd Edition takes an in-depth and comprehensive look at the growing health, wellness and medical tourism sectors in a global context. The book analyses the history and development of the industries, the way in which they are managed and organised, the expanding range of new and innovative products and trends, and the marketing of destinations, products and services.

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Estimating Impacts

This report investigates prior experiences and impacts of the European Capital of Culture (ECoC) with the aim of informing preparation plans for Leeuwarden and Fryslân to organize the event in 2018. The longterm benefits that the ECoC tend to be both tangible through improvements in facilities, and intangible as self-confidence and pride increase as the result of celebrating the destination, its culture and history.

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Workplace learning and organisational performance in the hospitality industry

Purpose – The hospitality industry creates a distinctive context in which learning takes place. The industry’s international perspective and large globalisation play an important role in learning, as well as the operational and structural features that give meaning to learning and development in the hospitality industry. This explorative research therefore studies the relation between workplace learning and organisational performance in the Dutch hospitality industry. Design/methodology/approach – The qualitative research is done through 15 in-depth interviews with general managers and HR managers of Dutch hotels with three or more stars and at least ten employees. Findings – It can be concluded that there is a relation between workplace learning and organisational performance in the hospitality industry, as the participants in this research and the literature both mention workplace learning enhances organisational performance. Originality/value – Little research has been done on learning and organisational performance specifically, in the (Western) hospitality industry. This research therefore focusses on HRD and studies the influence of workplace learning on organisational performance in the Dutch hospitality industry.

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Workplace learning and organisational performance in the hospitality industry

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Mastering Meaningful Customer Connections

Within large service organizations there are currently two trends visible. These trends seem to be diametrically opposed. On the one hand organizations face increasing price pressure and thus a pressure to cut costs. One of the consequences of this trend is that organizations are increasingly encouraging customers to make more use of digital communication channels. At the same time, companies find it important to know their customers in order to respond adequately to their needs. To do this, organizations must have a certain degree of personal involvement to their customers and they must have regular personal contact. It is assumed that both trends – digitisation and personalisation – will have a strong impact on customer experience and (perhaps) on the relational models customers use. If it is true that relational models - so the way in which people perceive and assess a relationship - play a role in the perception of the customer, it is also interesting to know if it is possible to influence these relational models. During the last fifty years much research has been done into the possibilities to influence customers by using subliminal priming techniques. In these techniques thoughts and feelings are unconsciously activated by showing people certain words or images (eg Bargh, Chen & Burrows, 1996; Dijksterhuis, 2005). In recent years a number of experiments were performed in which customers were unconsciously primed at some type of relationship (eg Aggarwal, 2004; McGraw & Tetlock, 2005; Tuk, Verlegh, Smidts & Wigboldus, 2009). These experiments showed that it is possible to activate a certain type of relationship. The experiments however the researchers used scenario’s based on an interpersonal relationship, and often to a fictitious relationship. The question is whether priming techniques also work for an already existing and more complex relationship between an organization and its customers. From 2010-2013 we conducted research for six large service providers in banking, insurance, utilities and social welfare to discover what the customer experience of these organisations, what role relational models played in customer experience and whether it was possible to influence these relational models. The research project has provided answers to the following questions: - Which relational models are used by customers and what is the influence of these models on customer experience? - What is the influence of digitisation in customer communication on relational models and customer experience? - What is the influence of personalisation in customer communication on relational models and customer experience? And finally, - Is it possible to influence relational models (and customer experience) by using specific words and images that are associated with relational models (relational framing)?

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Mastering Meaningful Customer Connections

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Circular Design Research in The Netherlands

Network Applied Design Research (NADR) made an inventory of the current state of Circular Design Research in the Netherlands. In this publication, readers will find a summary of six promising ‘gateways to circularity’ that may serve as entry points for future research initiatives. These six gateways are: Looped Systems; Extension of Useful Lifetime; Servitisation; New Materials and Production Techniques; Information Technology and Digitization; and Creating Public and Industry Awareness. The final chapter offers an outlook into topics that require more profound examination. The NADR hopes that this publication will serve as a starting point for discussions among designers, entrepreneurs, and researchers, with the goal of initiating future collaborative projects. It is the NADR's belief that only through intensive international cooperation, we can contribute to the realization of a sustainable, circular, and habitable world.

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