Service firms can use sensory cues to provide a perception of luxury in terms of quality and service. In the area of destination branding, brand names are one of the core elements of brands that help communicate their image to a consumer in the hospitality and tourism sector. Psycholinguistics research demonstrates that linguistic cues embedded within brand names can be used to convey the image of a brand. Relying on the latest literature on psycholinguistics, branding, and hospitality services, the present study investigates the sounds and/or letters present in fictional brand names that may enhance their perception of luxury. The results demonstrate that higher-frequency sounds (e.g., i, e, f, s, v, z) appear to increase the perception of luxury brands more than lower-frequency sounds (e.g., u, o, b, d, g). Among various speech sounds, the letter v in names also increases the intention to visit luxury hospitality services (restaurants, hotels). These findings demonstrate how brands in the hospitality and tourism sectors can use certain linguistic features to signal their perception of luxury to tourists.

服务公司可以利用感官线索在质量和服务方面提供奢华感。在目的地品牌领域，品牌名称是品牌的核心要素之一，有助于向酒店和旅游业的消费者传达品牌形象。心理语言学研究表明，品牌名称中嵌入的语言线索可以用来传达品牌形象。本研究依靠有关心理语言学、品牌和酒店服务的最新文献，调查了虚构品牌名称中可能增强他们对奢华的看法的声音和/或字母。结果表明，高频声音（例如 i、e、f、s、v、z）似乎比低频声音（例如 u、o、b、d、g）更能提高奢侈品牌的认知度。在各种语音中，名字中的v也增加了参观豪华酒店服务（餐厅、酒店）的意愿。这些发现表明，酒店和旅游业的品牌如何利用某些语言特征向游客传达他们对奢华的看法。