Measurement of brand equity at the facility level in accommodation sector and an application (original) (raw)

Customer based brand equity: evidence from the hotel industry

Managing service quality, 2007

Purpose-The paper aims to explore interrelations of the four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in hotel industry and improve the conceptualization of customer-based hotel brand equity. Design/methodology/approach-The paper is based on the recommendations of previous studies, the scale constructed to measure consumer-based brand equity included brand awareness, brand loyalty, perceived quality and brand image. The present study used a sample of 345 actual customers from 11 different countries whose accommodation in North Cyprus hotels was used to test the relations of the proposed model Path analysis. Findings-The findings in this paper support the three-dimensional model of customer-based brand equity in hotel industry. Brand awareness dimension was not found significant in the tested model for hotels. The present study contributes to the understanding of customer-based brand equity measurement by examining the dimensionality of this construct. Research limitations/implications-Further research in this paper should attempt to examine brand equity across many different hotel categories. This will give the opportunity to make comparisons between different hotels' products and this concept. Furthermore, intra relationship of customer based-brand equity components on the hotel performance needs to be investigated. Practical implications-The paper shows that hotel managers and executives should try to influence; perceived quality, brand loyalty, brand image and brand awareness in their organizations and design their service delivery process by considering relations between customer based brand equity components. Originality/value-The principal contribution of the paper is that it provides important insights into the development and measurement of customer based hotel brand equity scale and limited hotel brand equity literature.

Brand Equity of A Tourist Destination: An Analysis of Domestic Tourists' Perspectives

2021

According to the Ministry of Tourism's performance in 2019, an increase in international tourist visits to 16.1 million persons resulted in a Rp 280 trillion increase in foreign exchange earnings. This industry currently provides 5.5 % to the national gross domestic product and is expected to grow to 9.9 % by 2025. The purpose of this study is to ascertain tourist behavior by evaluating the application of the Bukittinggi City Brand Equity as a tourist destination from the perspective of domestic tourists who have visited the Bukittinggi City and identifying the Brand Equity dimensions, namely brand awareness, brand loyalty, perceived quality, and brand image. This study employs a quantitative methodology. Explanatory studies utilizing hypothesis testing and descriptive analysis are the types of study. The data for this study came from an online survey of 150 domestic visitors that visited Bukittinggi. A one-sample T-test and mean ranking are used to determine how each dimension ...

THE BRAND EQUITY OF TOURISTIC DESTINATIONS – THE MEANING OF THE VALUE

In today's global economy, each place competes with other places for economic benefits. Destination has become a product that has to be promoted and sold in the most advantageous terms. The work bellow is an analysis of " brand equity " concept for touristic destinations, as found in the specific literature. Destination brands differ from product brands, major distinction being given by their stability/ instability. Brands of products are stable; this constant is maintained by the use of quality standards. Even in case of services, situation can be controlled, as quality standards could be perpetuated by a franchise system. Destinations are not depending on a single person, who decides, but a variety of them, economic agents, businesses, institutions and local population that can create/print form and structure changes of the destination. The concept de brand equity applied for touristic destinations, is something relatively recent. The dimensions of a brand for touristic destinations are: awareness, image, loyalty, quality and value. All these dimensions build the branding equity of a destination. There is interdependency, between quality, image, loyalty and value. In order to determine the perception in regards to the quality of tourism services in Romania, in 2010 a comprehensive study was done among the inhabitants of Oradea city. Through this study we have pursued several objectives: to assess the importance of service characteristics, performance evaluation of tourism services in Romania, tourism personnel evaluation, in terms of evaluation and performance, perception of the quality-price ratio for Romania, compared with other tourist destinations. We call on the exploratory study conducted, as the value of the dimension-destination of the brand equity is given by the price-quality ratio. Using an explorative study on the market of Oradea city, it was highlighted the connection between perception of touristic services, estimation price-quality (value) and the loyalty potential of the foreign clients in proportion with the Romanian tourists, consumers of the Romanian touristic products.

Customer-based brand equity for a destination

Annals of Tourism Research, 2007

The paper introduces the concept of customer-based brand equity and applies it to a destination. The theoretically proposed and empirically verified model complements previous research findings on a destination's evaluation from the tourist's perspective. In addition to numerous studies, which have stressed the importance of image, the results of this study imply that an image plays a vital role in evaluation but is not the only brand dimension that should be considered. For a more complete evaluation, the dimensions of awareness, quality, and loyalty should also be examined. The concept of brand equity was tested on two Slovenian markets. Results reveal that brand equity differed between the markets according to their evaluation of brand dimensions.

Brand Equity of a Tourist Destination

Sustainability, 2018

In the current climate of severe competition among tourist destinations, the importance of brand equity in tourism marketing is increasing. This study looks at the impact of branding in relation to the largest group of inbound overseas tourists to South Korea, the Chinese. Data for the current study were obtained from a survey of tourists visiting Seoul from the Greater China region, including Mainland China, Hong Kong, Macao, Taiwan, and the Chinese living in Southeast Asia. The survey was conducted in popular sightseeing spots, four and five-star hotels in the Seoul Metropolitan Area, and the Incheon International Airport. The respondents were selected randomly, with effort expended to avoid any potential bias in the composition of the sample. Out of a total of 385 distributed questionnaires, 350 (China 191, Hong Kong 71, Taiwan 68, others 20) were selected as valid and finally used in the analysis. The results of this study suggest that price and word of mouth have beneficial effects on perceived quality, publicity, and brand awareness, and advertisement has beneficial effects on brand image. We also found that brand awareness and perceived quality have impacts on brand image, and brand image is related to brand loyalty. This is a pioneering study on the relationships between influencing factors, destination brand equity and its elements, and brand loyalty, with respect to Seoul, South Korea, as a tourism destination for tourists from China.

Customer-Based Brand Equity of Star Hotels in Nepal

International Journal of Research, 2018

This study examines the customer based brand equity of star hotels in Nepal. The concept of the customer-based brand equity of star hotels in Nepal is a new concept, and to address the gap the current research was conducted. Moreover, it also examines the level of impact of the independent variables: brand awareness, brand loyalty, brand image and perceived quality on the dependent variable: customer-based brand equity. The research was conducted using a mixed method utilizing both quantitative and qualitative method. While for the quantitative method a sample of 380 customers from four different star categorized hotels was taken from Kathmandu, Nepal. The convenient sampling method was used for the study. The qualitative method sample included the 4 senior marketing managers of those 4 conveniently selected star-rated hotels and the thematic analysis was done. The five-point Likert scale questionnaires and the semi-structured interview were conducted for data collection, the collected data were analyzed using correlation and regression analysis apart from the thematic analysis. The paper found that there was a positive significant relationship between the independent variables: brand loyalty, brand image and perceived quality and the dependent variable: customer-based brand equity. Whereas, brand awareness did not show a significant relationship with customer-based brand equity. From the thematic analysis, it was found that the majority of the participants argued that their customers are from all over the world including domestic guests and segmentation is very important for building customer loyalty. Moreover, pricing strategy, revenue management strategies and promotional strategy should be the main focus to develop customer-based brand equity of the star hotels. Further, it was also found that all the sample hotels have been following various branding activities, campaigns to promote star hotels through mass media, and ad agencies, partnering up with specialized agencies, providing discounts and value-added promotional activities etc. were essential to promote the brand of the star hotels and build customer-based brand equity. To sum up, all the elements of brand equity are equally important for developing customer-based brand equity.

The Correlation between Hostel Brand Equity Dimensions in Thailand

Asia Social Issues

This empirical study aimed to examine the relationship between dimensions of customer-based hostel brand equity based on Aaker’s (1991) conceptual framework in the context of Thailand’s economy hostels owned by locals. A sample of 400 Thai tourists who have experienced staying at hostels was chosen to test the hypothesis using the purposive sampling method. The results showed that brand association had the positive effect on other proprietary asset, whereas brand awareness had the least effect on perceived quality. The key findings were significant as they contradict the literature for large-sized or chained hotels. The research implications also highlighted the need for hostel managers to perform marketing activities to strengthen the brand association and proprietary brand assets to gain competitive advantage, particularly for budget travelers that have become increasingly information-savvy, knowledgeable in brand choices, and demanding in using social media to review traveling ex...

Tourism destination brand dimensions: an exploratory approach

Recently, researchers have suggested using destination branding as a powerful marketing tool. Despite its apparent value, there appears to be little applied research on this subject that goes beyond the conventional destination brand image, especially regarding research that combines different brand equity dimensions. This study is designed to address this gap, using the islands of Madeira as a unit of research. For this purpose, a survey was undertaken of 321 tourists, in seven hotels at this destination. Respondents were requested to rate the factors for awareness, image, perceived quality, and loyalty, in a method consistent with the brand equity model, using descriptive analyses and a confirmatory factor analysis. The results show that these four dimensions are relevant for the composition of destination brand equity. Even though image shows the greatest impact, the outcome establishes the need to look beyond brand image.

Assessment of factors affecting destination brand value in tourism industry( shiraz city)

2014

Tourism industry has experienced an increasing growth rate in the past decade, being a significant income source for many developing countries. But Iran, in spite of its rich and extensive tourism-related assets, has gained only a small share of this global market. One of the strategies in attracting visitors for countries is Destination Branding. The tourism marketers view every country as a brand. For this reason, the subject of destination branding has received worldwide attention over the last few decades. The aim of the present research is to analyze effect of brand equity of the tourism destination on revisiting. On this basis, Shiraz city was selected as the tourism destination and a conceptual model with 5 variables and 9 hypotheses was formulated. Lack of research works concerning measurement of destination brand indicates that it is complicated to conceptualize the quality of destination brand evaluation by tourists. The current research analyses the empirical information in order to develop the destination brand equity model. In this research, the tourists who have traveled to Shiraz in spring of 2012 were chosen as the research population. Then, using Cochran’s formula and convenience sampling, questionnaires with 22 questions were designed and distributed among 330 members of this group of tourists. The number of usable questionnaires was 270. LISREL software was used in the present research. For testing research hypotheses, the structural equation modeling was applied and at the end, the 5 hypotheses were approved. The results of data analysis demonstrate that, among all the variables, value of destination brand on loyalty had the largest effect on destination brand value.

BRAND EQUITY IN THE PAKISTANI HOTEL INDUSTRY

Brand equity is considered as the most important aspect of branding, which is a set of brands' assets and liabilities, its symbol or name that subtracts from or adds the value provided by a product or service to a firm and customers. The current research endeavor was to identify the interrelationship of customer-based brand equity dimensions (brand awareness, brand loyalty, brand image, and service quality) in Pakistani hotel industry. Data was collected from 821 consumers who experienced the services of Pakistani five star hotels from multiple locations. Mediating regression and stepwise regression analyses were applied for investigation of study hypotheses. Results pointed out positive and significant influences of service quality on all other dimensions of brand equity whereas partial mediations were endorsed among the variables. Researchers and practitioners implications are discussed.