An Investigation of Brand Experience on Brand Attachment, Knowledge, and Trust in the Lodging Industry

ABSTRACT

With the increase of tourists to many destinations, the local lodging industry sector is facing intense challenges. The reassurance of name-brand accommodation helps travelers feel more at ease in a new environment and guarantee them a positive lodging experience. This study examines how travelers’ experiences with name-brand hotels influence their attachment to, knowledge of, and trust in brand names. Specifically, brand experience was identified as a holistic concept, incorporating sensory, affective, behavioral, and intellectual aspects. The results show the significant, positive relationships between brand experience and brand-related variables (brand knowledge, brand attachment, and brand trust). This study provides a foundation for future research investigating tourists’ lodging choices and suggests strategies for hotel brand managers.

随着前往多个目的地的游客数量的增加，当地旅馆业面临着激烈的挑战。名牌住宿保证有助于旅客在新环境中感到更加放心，并保证他们拥有积极的住宿体验。本研究调查游客的名牌酒店体验对其品牌粘附度、认知和信任度的影响。具体来说，品牌体验被认定为一个综合了感官、情感、行为和理智方面的整体概念。结果表明，品牌体验和品牌相关变量（品牌认知、品牌粘附度和品牌信任度）之间存在显著、正向的关系。本研究为今后调查游客住宿选择的研究奠定了基础，并提出了酒店品牌管理策略。

KEYWORDS:

• Attachment
• brand knowledge
• experience
• hotel brands
• trust