PERSUASIVE STRATIGIES IN HOTEL SLOGANS

Abstract

The objectives of this study are as follows: (1) to identify the persuasive strategies used in hotel slogans; and (2) to investigate the persuasive strategies used. This study examined 50 hotel slogans employed by the 50 top-rated hotels, described as brand-valued hotels in 2020. Based on the framework of Keraf (2004)'s persuasive strategies and content analysis, the findings revealed five different types of persuasive strategies utilized in the hotel slogans. The persuasive strategies used were rationalization, identification, hypnotic, compensation, and hybrid. The persuasive strategies found in the hotel slogans were hypnotic (48%), followed by rationalization (22%), hybrid (12%), compensation (10%), and identification (8%), respectively. During difficult business growth times in 2020, this study exemplified the effective hotel slogans that hotels employed to entice their customers to stay there. Such effective hotel slogans could be viewed in one of the three aspects: hotel-based, consumer-based, or a combination of both or hybrid-based slogans. Hotel-based slogans suggest that hotels persuade their customers by focusing on the characteristics of the hotel and the qualities of the products or services. Consumer-based slogans highlight the customers themselves through the identification of who the customers or groups of customers are. Hybrid-based slogans point to the use of both hotel characteristics and qualities of products or services together with the identification of customers or groups of customers in order to persuade the customers to stay at the hotels.

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