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.
MULTIFILE
Purpose: This study, a conceptual paper, analyses the growth of curation in tourism and hospitality and the curator role in selecting and framing products and experiences. It considers the growth of expert, algorithmic, social and co-creative curation modes and their effects. Design/methodology/approach: Narrative and integrative reviews of literature on curation and tourism and hospitality are used to develop a typology of curation and identify different curation modes. Findings: Curational techniques are increasingly used to organise experience supply and distribution in mainstream fields, including media, retailing and fashion. In tourism and hospitality, curated tourism, curated hospitality brands and food offerings and place curation by destination marketing organisations are growing. Curation is undertaken by experts, algorithms and social groups and involves many of destination-related actors, producing a trend towards “hybrid curation” of places. Research limitations/implications: Research is needed on different forms of curation, their differential effects and the power roles of different curational modes. Practical implications: Curation is a widespread intermediary function in tourism and hospitality, supporting better consumer choice. New curators influence experience supply and the distribution of consumer attention, shaping markets and co-creative activities. Increased curatorial activity should stimulate aesthetic and stylistic innovation and provide the basis for storytelling and narrative in tourism and hospitality. Originality/value: This is the first study of curational strategies in tourism and hospitality, providing a definition and typology of curation, and linking micro and macro levels of analysis. It suggests the growth of choice-based logic alongside service-dominant logic in tourism and hospitality.
MULTIFILE
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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