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。