Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/22113
Title: A conceptual framework of hotel experience and customer-based brand equity : some research questions and implications
Authors: Xu, J
Chan, A 
Keywords: Brand equity
Quality
Perception
Advertising
Service levels
Hotels
Issue Date: 2010
Publisher: Emerald Group Publishing Limited
Source: International journal of contemporary hospitality management, 2010, v. 22, no. 2, p. 174-193 How to cite?
Journal: International journal of contemporary hospitality management 
Abstract: Purpose – There is increasing discussion of the way in which quality of experience and brand equity are developed in the hotel industry. This study aims to review the hospitality and brand equity literature, thereby providing a conceptual framework for understanding hotel brand equity.
Design/methodology/approach – A comprehensive and extensive literature review helps develop a brand equity framework for the hotel industry.
Findings – Hotels often use advertising, referral marketing and services marketing to help guests acquire brand-related information. Hotel guests, in turn, establish their brand knowledge through direct and indirect experiences. A better understanding of how these experiences contribute to brand equity has important implications for brand managers. Advertising and word of mouth (WoM) can be used to generate brand awareness and brand associations. Service performance should be nurtured to predominantly precipitate quality of experience, although WoM also has a strong effect on it.
Originality/value – The study attempts to fill the gaps in the discussion of the way in which hotel brand equity is developed. A research framework embedded with quality of experience is proposed. Critical research questions about hotel experience and brand equity are identified.
URI: http://hdl.handle.net/10397/22113
ISSN: 0959-6119
EISSN: 1757-1049
DOI: 10.1108/09596111011018179
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