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How to Improve Brand Equity in Tourism

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  • Sri Vandayuli Riorini

Abstract

This research is done on the context of luxurious hotels by developing brand equity dimensions and is done to know the antecedent and consequence , namely servicescape and revisit intention.To test the proposed research model, data were collected from 460 luxurious hotel consumers in Bali using a previously tested questionnaire with validity and reliability tests as a measurement model. As for hypothesis test, data is analyzed by using Structural equation modeling technique.Hypothesis testing results found that servicescape is an antecedent of brand equity and all its dimensions with the consequences of revisit intention. In addition, it is found that brand trust is the strongest factor formed by servicescape, while brand commitment is the strongest factor that will shape the revisit intention. Further research is suggested to see the difference in brand equity based on local and international luxurious hotel, and to analyze the impact of brand equity on word of mouth. From the research results, it is suggested that the hotel manager to work together with the interior design to design the servicescape that satisfy the consumer.This study develops the dimensions of brand equity in the context of a luxurious hotel modified from previous studies.

Suggested Citation

  • Sri Vandayuli Riorini, 2017. "How to Improve Brand Equity in Tourism," European Research Studies Journal, European Research Studies Journal, vol. 0(3A), pages 417-434.
    • Handle: RePEc:ers:journl:v:xx:y:2017:i:3a:p:417-434
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    References listed on IDEAS

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    1. Jui-Ying Hung & Feng-Li Lin & Wen-Goang Yang, 2012. "Developing Experience-Based Luxury Brand Equity In The Luxury Resorts Hotel Industry," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 6(4), pages 45-58.
    2. Cindy Lombart & Didier Louis, 2010. "Impact of brand personality in 3 major relational consequences (trust, attachment and commitment to the brand)," Post-Print hal-00771151, HAL.
    3. Dong, Ping & Siu, Noel Yee-Man, 2013. "Servicescape elements, customer predispositions and service experience: The case of theme park visitors," Tourism Management, Elsevier, vol. 36(C), pages 541-551.
    4. Raja Irfan Sabir & Muhammad Irfan & Muhammad Arslan Sarwar & Binesh Sarwar & Naeem Akhtar, 2013. "The Impact of Service Quality, Customer Satisfaction and Loyalty Programs on Customer`s Loyalty: An Evidence from Telecommunication Sector," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 3(11), pages 306-314, November.
    5. Jean-Luc Giannelloni & Elisabeth Robinot, 2010. "Do hotels' "green" attributes contribute to customer satisfaction?," Post-Print hal-00962449, HAL.
    6. Raja Irfan Sabir & Muhammad Irfan & Muhammad Arslan Sarwar & Binesh Sarwar & Naeem Akhtar, 2013. "The Impact of Service Quality, Customer Satisfaction and Loyalty Programs on Customer’s Loyalty: An Evidence from Telecommunication Sector," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 3(11), pages 306-314.
    7. Lewin, Jeffrey E. & Johnston, Wesley J., 1997. "Relationship marketing theory in practice: A case study," Journal of Business Research, Elsevier, vol. 39(1), pages 23-31, May.
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    Cited by:

    1. Judy A. Siguaw & Enping Mai & Xiaojing Sheng, 2021. "Word-of-mouth, servicescapes and the impact on brand effects," SN Business & Economics, Springer, vol. 1(1), pages 1-26, January.

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