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首页> 外文期刊>International Journal of Contemporary Hospitality Management >Understanding brand equity in hotel firms: what is the role of brand loyalty and satisfaction?
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Understanding brand equity in hotel firms: what is the role of brand loyalty and satisfaction?

机译：了解酒店公司的品牌资产：品牌忠诚度和满意度的作用是什么？

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Purpose This paper aims to focus on examining the relationships between hotel brand equity (BE), brand satisfaction (BS) and brand loyalty, considering both behavioral loyalty (BL) and attitudinal loyalty (AL). These relationships are tested through seven causal models, i.e. one proposed model (PM) and six alternative models (AMs). Design/methodology/approach The fieldwork was conducted among 360 hotel guests in Spain in 2016. Findings The findings reveal that the PM, which considers BL, AL and BS as direct antecedents of BE, performed better than the alternative ones. AL is confirmed as the most significant driving factor of hotel BE, followed by brand image and perceived quality. Research limitations/implications - More rigorous measurement of brand image could be used as some of its indicators did not result significantly. Practical implications - AL needs to be highly encouraged, as concerning customers' subjective disposition and appraisal of a brand helps them maintain preference for the brand over alternatives. In addition, a positive brand image and superior perceived quality should be considered by hotel marketers as a basis for BE building. Originality/value The models proposed in this study can be used to examine how hotel BE results from its potential antecedents and outcomes. The significant insight lies in identifying key drivers of BE and in considering the causal relationships between BE, satisfaction and loyalty in hotel firms.
机译：目的本文旨在重点研究酒店品牌资产（BE），品牌满意度（BS）和品牌忠诚度之间的关系，同时考虑行为忠诚度（BL）和态度忠诚度（AL）。这些关系通过七个因果模型进行测试，即一个提议模型（PM）和六个替代模型（AM）。设计/方法/方法2016年，在西班牙360位酒店客人中进行了实地考察。调查结果表明，将BL，AL和BS视为BE的直接前提的PM表现优于其他项目。 AL被认为是酒店BE的最重要驱动因素，其次是品牌形象和感知质量。研究的局限性/意义-可以使用更严格的品牌形象衡量方法，因为其某些指标并未显着提高。实际意义-必须高度鼓励AL，因为有关客户对品牌的主观处置和评估有助于他们保持对品牌的偏好。此外，酒店营销人员应将积极的品牌形象和卓越的感知质量视为构建BE的基础。独创性/价值本研究中提出的模型可用于检查酒店BE的潜在先例和结果如何产生结果。重要的洞察力在于确定BE的主要驱动因素，并考虑BE在酒店公司中的满意度，忠诚度之间的因果关系。

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