Hotel Choice Decision Is A Holistic Concept

764 WordsNov 30, 20154 Pages
In addition to tangible and intangible attributes, previous studies also suggest that hotel choice decision is a holistic concept that may go beyond the simple combination of these attributes. Utilizing the concept of brand personality, it was suggested that customers may link their perceived hotel attributes associated with the brand and develop a sense of loyalty and preference when making their hotel choice decision (e.g., Lee & Back, 2010; Li et al., 2014). Brand personality is defined as “the set of human characteristics associated with a brand” (Aaker, 1997, p. 347), and it can serve as a set of traits inferences used by consumers to trigger a specific pattern of attitudinal and behavior responses (Fournier, 1998). In her work, Aaker (1997) creates a scale to measure brand personality and extracted five dimensions, including sincerity, excitement, competence, sophistication, and ruggedness, and received empirical support from succeeding studies (i.e. Aaker, Benet-Martinez, & Garolera; 2001; Ekinci & Hosany, 2006; Lee & Back, 2010). In general, theses studies found that customers do perceive brands differently, and such differentiation enables customers to have a reference to make comparisons more easily. It also enables brands to create their own niche and identities to gain competitive advantages, such as emotional attachment to the brand that result in trust and loyalty (i.e. Fournier, 1998; Lee & Back, 2010). It was also suggested that trust and loyalty will

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