Resumo

AVILA ASTETE, Claudia Jesús  e  FERNANDEZ TERRONES, Lucerito del Pilar. Corporate identity in the hotel sector: user perspectives. uct [online]. 2024, vol.28, n.125, pp.133-141.  Epub 05-Fev-2025. ISSN 1316-4821.  https://doi.org/10.47460/uct.v28i125.863.

The purpose of this study was to explore the perception of users or consumers about hotel services, and thus provide ideas that could improve the corporate identity strategy of hotels and, ultimately, their performance in the market. To carry out this study, information was collected from a sample of 131 users of the hotel sector, who were administered a questionnaire with 20 questions. The aim was to understand the perception of guests regarding the hotel brand, considering the iconic, chromatic, and verbal identity. The results confirmed that users valued the quality of the services offered by the hotels, but the importance of corporate identity when consuming these services is of great interest.

Palavras-chave : corporate identity; hotel sector; users..

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