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

• الحاوية / القاعدة: Journal of Hospitality Marketing and Management
• المؤلف الرئيسي: 2-s2.0-84973594804
• التنسيق: مقال
• اللغة: English
• منشور في: Routledge 2017
• الوصول للمادة أونلاين: https://www.scopus.com/inward/record.uri?eid=2-s2.0-84973594804&doi=10.1080%2f19368623.2016.1172534&partnerID=40&md5=ced0be31ffd83af062132788838ad9b4

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. © 2016 Taylor & Francis Group, LLC.