An exploration of the meanings of hotel brand equity

被引:107
作者
Bailey, R
Ball, S
机构
[1] KPMG, Tourism & Leisure Advisory Serv, Leeds LS1 4DW, W Yorkshire, England
[2] Sheffield Hallam Univ, Fac Org & Management, Sheffield S1 1WB, S Yorkshire, England
关键词
D O I
10.1080/02642060500358761
中图分类号
C93 [管理学];
学科分类号
12 ; 1201 ; 1202 ; 120202 ;
摘要
Branding is prevalent within the hotel industry. The 'value' of the brand has been conceptualised in the term brand equity. However, there is confusion as to what is meant by the term, generically and specifically within the hotel industry. This lack of clarity suggests a theory of hotel brand equity is absent. Practically, differences in meaning may impair the effective implementation of branding strategies. Literature definitions of hotel brand equity are compared with hotel industry consultant definitions. A work-in-progress definition. of hotel brand equity is offered. This is an initial step towards a theory of hotel brand equity.
引用
收藏
页码:15 / 38
页数:24
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