earticle

영어

The growing competition among hotel providers and continuous pressure resulting from market saturation has raised the need for stronger brands to differentiate themselves in the hotel industry. Hotel brand personality helps to understand how potential consumers perceive the hotel property. However, the hotel has additional attributes (i.e., destination, product) to form a noticeable personality of its own even if the property is operated under the same hotel brand. The purpose of the present study is to develop a parsimonious measure of hotel personality. The study uses a multi-stage process to develop the research instrument and to refine it with the goal of obtaining a parsimonious and valid scale applicable to a broad spectrum of hotels in line with the reasoning of Aaker (1997). The hotel personality scale would provide a practical implication for the hotel management to build up effective strategies.