Study On The Relation Between Brand Perception,Brand Value, And Customers’Behavioral Intention In The Five-star Hotels Of Third And Fourth-tier Cities

With the rapid development of China’s economy, the number of China’s five-star hotel experiences sustained and rapid growth. The five Star Hotel market of first-tier cities tends to saturation, and the investment environments of third-and fourth-tier cities are advantageous. As a consequence, a number of five-star hotels are built in third-and fourth-tier cities. At the same time, the policy about "8rules" and "6bans" brings a big challenge to the five-star hotel of third and fourth-tier cities. How to make best use of its advantages and build a trustworthy brand, becomes the most important test that the five-star hotels of third and fourth-tier cities have to pass. Given this backdrop, this paper chooses five-star hotels of third and fourth-tier cities as the research object, and tries hard to come up with some useful brand management suggestions by researching the relation among brand perception, brand value, and customers’ behavioral intention.This paper bases on abundant literature, and uses SPSS20.0&AMOS17.0to analyses the data collected by questionnaire. Through the literature and data analysis, this paper draws the conclusions as follows:(1) In the background of five-star hotels in third and fourth-tier cities, the brand cognition can be divided into brand image and brand recognition; the brand experience can be divided into behavior experience, feeling experience and relate experience; the brand value includes function value and social value.(2) Relate experience impacts customers’ behavioral intention significantly, directly and positively; the two dimensions of brand value positively and significantly impact customers’behavioral intention; brand image is positively related with function value and social vale; feeling experience significantly and positively impacts the function value of brand, behavioral experience significantly and positively impacts the social value of brand.(3) Customers of the five-star hotels in third and fourth-tier cities are different from ones of other kinds of hotels, most of them are young businessmen or civil servants with higher education and income.(4) The customers with different demographic characteristics have big differences in performance of each variable. Based on the study conclusions, this paper draws some suggestions about the brand management of five-star hotels in third and fourth-tier cities as follows:(1) Improving brand image by establishing industry benchmark.(2) Enriching customers’ brand experience from trifles.(3) Building brand value in three aspects at the same time.(4) Highlighting the characteristics of the third-and fourth cities.