The Study On Hotel Brand Experience

Brand experience is based on the background of"all-round experience consumption model". In the 21st century, the satisfaction in sensory, complex or value for consumers brought by brand surpass product function is becoming more and more important. Brand not only has the benefit in"function", but also provides the benefit in "experience" or "emotion". Brand experience has drawn much attention from the academic and industry fields. It has become the forefront area and important direction of experience economic research.As the functional properties of hotel industry, including accommodation, catering, entertainment, leisure, business, conferences, etc., reflect the "experience" feature of consumers, hotel industry is an important part of the experience economy and also natural experience industry. With the increasing supply of hotel industry, it has been from the general competition and formal competition stage to the high-class and global era of brand competition. Hotel brand building and customer experience management is related to the enhancement of the core competitiveness and sustainable development of the hotel. Creating positive and wonderful brand experience for customers is helpful to improve hotel customer loyalty, thereby enhance the competitiveness of the hotel. Basing on hotel brand experience management, and through integrating hotel brand and customer experience highly, this thesis analyses the core elements influencing hotel customers'brand experience and explores how the factors influence brand experience, how brand experience influences brand loyalty, how the customer characteristics influence brand experience and brand loyalty, and so on, in order to provide new ideas on the strategic level for hotel operators and managers.Economy hotel is the main body of tourist hotels in China, while Hanting Inns & Hotels is a leading economy hotel group and one of the few domestic well-known economy hotel brands. Taking Hanting Inns & Hotels for example, this thesis does the empirical research: survey the customers of Hanting using questionnaires and then does the data analysis based on the 310 valid samples. The main contents of the thesis include three parts: Part I: Fundamental Research, including Chapter One and Chapter Two. This thesis formulates the background, significance and technical route. The thesis sums up the domestic and international research achievements and frontiers about brand experience conscientiously, and explores the connotation of brand experience and other related conception, as well as customer experience management theory in-depth.Part II: Theoretical Research, including Chapter Three. Through literature research and expert interviews, this thesis extracts the main factors influencing hotel brand experience, including five aspects: core products and services, relationship management, brand communication, service environment and employee services, then designs the questionnaire, selects the sample and definites a clear path and method to research.Part III: Empirical Research, including Chapter Four and Chapter Five. This thesis analyzes the action mechanism of brand experiential influencing factors on hotel brand experience: all of the influencing factors have remarkable and positive influence on brand experience and the factors from big to small are"core products and services","relationship management","brand communication","service environment","employee services". The thesis analyzes the influence of hotel brand experience on brand loyalty: brand experience has remarkable and positive influence on brand loyalty. The thesis also analyzes the intermediary role of hotel brand experience to influencing factors and brand loyalty: the intermediary role is remarkable. Influencing factors have indirect effect, through brand experience, on brand loyalty: the factors"relationship management","brand communication","service environment"and"employee services"have completely indirect effect, through brand experience, on brand loyalty; the factor"core products and services"has partly indirect effect, through brand experience, on brand loyalty and also has direct effect. Finally, this thesis analyzes the influence of 13 demographic variables which are gender, source of FDI, age, marital status, profession, educational background, individual average monthly income, membership grade, the most main way of learning Hanting, times of accommodation, reservation method, cause of accommodation, days of accommodation on brand experience and brand loyalty.