Rebranding in Hotel Industry and Its Impact on Brand Equity
Other conference paper


摘要The traditional thought that an upscale hotel should be luxury and classic in style to target wealthy individual may not be pertinent to today’s context. This model might work well in the past when the tourism industry was dominated by rich Western travelers. However, the last two decades has noticed the shift of economic power towards emerging economics. The fact that the middle class is more willing to travel at present-day has prompted hotel industry to cope with the change in demand, triggering a number of hotels to rebrand their products. Whether rebranding can enhance brand equity, it is still under debate. Our paper thus aims to test the impact of hotel rebranding on brand equity from consumer perception. We use hotel rebranding in Hong Kong as our case study. We adopt the rebranding model developed by Goi (2012) and brand equity model developed by Hsu, Oh & Assaf (2012). The structural equation modeling will be used to test the relationship between rebranding and brand equity. Our findings will contribute to brand management literature. We also expect the findings will provide insights to the hotel owners and operators that intend to rebrand their hotel properties.
著者Denis Wang, Ervi Liusman
會議名稱15th APacCHRIE Conference: The Future of Hospitality and Tourism: Opportunities & Challenges
關鍵詞Rebranding, Brand equity, Costumer perception, Repositioning, Hotel

上次更新時間 2018-26-04 於 16:02