Empirical Study On The Relationship Between Theme Hotel Brand Association And Customers’ Behavioral Intention

With the continuous upgrading of consumption demand, people’ need tends to be personalized and diversified. As a result, theme hotels, with differentiated products and distinctive themes, began to appear. It stands out quickly in the intense competition, and now, has become very popular among customers. At the same time, more and more hotels seek to be themed, and theme hotels are widely imitated. To establish unique brand assosications and help theme hotels improve brand management is significantly important to theme hotels. This study mainly explores the relaitionship among brand association, customer satisfaction, brand attitude and customer behavioral intention of theme hotels, hoping it will be useful to provide guidance and suggestions for the sustainable development of theme hotel.On the basis of the existing theory of brand management, customer satisfaction, brand attitude and behavioral intention, combined with the conclusions of semi-structure interview and characteristics of the theme hotel, a conceptural study model is proposed and research hypotheses are raised. After data is collected, this study uses SPSS20.0and AMOS17.0to verify the hypothesis and modify the research model. The conclusions are as follows:①The brand association of theme hotel is structured by5factors:Quality guarantee association, personal identify association, social identify association, social status association and theme perceived association.②Customers from different age, occupation and purpose appear to have diffirent acknowledge of theme hotels’brand association, customer satisfaction, brand attitude and behavioral intention, while there are no differences among different customer groups divided by gender and education.③Theme perceived association can directly effect behavioral intention, and can also effect behavioral intention through customer satisfaction or brand attitude; Quality guarantee association and personal identify association can directly effect behavioral intention, and can also effect behavioral intention through customer satisfaction, but it can’t effect brand attitude. Only through customer satisfaction or brand attitude can social identify association effect behavioral intention; As to social status association, it can effect customer behavioral intention only through brand attitude. Finally, this study proposes5recommendations for operation:①Select the target market carefully to enhance customer value.②Ensure quality to lay a foundation for future development.③Create theme to keep own features.④Highlight distinct personality to be identified.⑤Concentrate on social identity to maintain good reputation.