ตัวชี้วัดคุณค่าตราสินค้าในอุตสาหกรรมการบริการต้อนรับ: ธุรกิจโรงแรม

Abstract

This research seeks to investigate brand equity indicators in hotel business in Thailand and to postulate a brand equity indicator model for hotel business. To propose a brand equity model, content analysis of consumers’ reviews in tripadvisor.com, focus group interviews and a review of literature were undertaken to develop constructs and variables relevant to the model. Finally, a survey of 400 consumers who have experienced hotel services was administered. Constructs and variables of brand equity indicator model were tested within structural equation model utilizing confirmatory factor analysis method.

Findings from structural equation modeling indicate that brand equity indicators in hotel business are brand association, brand awareness, brand loyalty, quality of experience, perceived value and marketing communication. The proposed model of brand equity indicators for hotel business advances Aaker’s model of brand equity to suit hotel brands.