Browsing by Author "Wouters, Margaux Isabelle L."
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- The role of public relations in crafting and communicating the luxury image in the hospitality sector : an in-depth analysis of Constance Hotels & ResortsPublication . Wouters, Margaux Isabelle L.; Ribeiro, Nelson CostaThis internship report presents a study on the role of public relations in crafting a luxury image in the hospitality industry, using the example of Constance Hotels & Resorts, a renowned brand in the Indian Ocean. The theoretical framework includes a detailed analysis of the evolution of public relations in a digital context to understand the challenges posed by this new environment, along with an examination of key elements such as content creation and storytelling. The second part provides an overview of the luxury sector, highlighting issues and opportunities discussed in the existing literature. To address the research question, "How do employees from the Communications and E-Business departments at Constance Hotels & Resorts perceive their roles in crafting and maintaining the brand’s luxury image in the hospitality industry?", a qualitative method was employed. This approach involved an internship at Constance Hotels & Resorts and interviews with six carefully selected employees from the Communications and E-Business departments to gain insights from both traditional and digital perspectives. The findings of this research offer valuable insights into how the company's vision of luxury is deeply embedded in its PR strategies, which emphasize originality, service quality, and brand personality. The research highlights the successful integration of both traditional and digital PR approaches through the brand’s strategic focus on content curation, brand positioning, and relationship-building, all of which are key to a strong brand identity. The study also illuminates the role of interpersonal relationships, demonstrating that trust-based interactions with stakeholders positively affect the brand's image and reputation. Overall, this research contributes to the understanding of how Constance Hotels & Resorts effectively balances PR efforts to achieve and maintain its luxury status in a competitive market.