The Study On The Influencing Relationships Between Middle Class Chain Hotel's Brand Image And Customers' Brand Attitude

In recent years,with the rapid improvement of people's consumption level,middle class hotels have become the business with fastest development speed in hotel industry,to be the replacement of economic hotel.Major hotels groups compete fiercely in this field.The competitiveness mode is changed form product oriented to brand oriented.Different from economy hotels,middle class hotels provide a premium service to customers and meets customer's aesthetic need.This research is focus on which factors impacts brand attitude when customers are choosing middle class hotels to stay.And how middle-class hotel's brand image influence customers' purchase intension.In this background,the research builds the data model between middle-class chain hotels' brand image and customers' brand attitude.Customer's brand attitude includes three factors Cognitive,Affective,Conative.First of all,through reviewing relevant literature and materials,this research states the current updated theory.Secondly,accordingly the characteristics of hotel industry,a questionnaire is designed,the key factors are on brand images and customer's' brand attitude.Finally,on analyzing the data collected by the questionnaire,to verify the hypothesis and general conclusions.The data analysis is processed on SPSS 19.0.Data's reliability and validity are testified and hypothesis are verified.Below analytic methodology is applied in the research.Firstly,through factor analysis,the key factors for middle-class hotels' brand image are summarized as perceived value,brand personality,organization image.Secondly,correlation analysis is applied to verify the influencing relationships between middle-class chain hotels' brand image and customers' cognition attitude,sentiment attitude,purchase intention.Thirdly,linear regression analysis is used to build a model on middle-class chain hotels' brand image and customers' cognition attitude,sentiment attitude,purchase intention.At the same time,a test on the media reaction of customers' cognition attitude and sentiment attitude,is done on how they impact the relationship of middle-class brand attitude and customers' purchase intension.According to the data,the three key factors of the middle-class chain hotels(perceived value,brand personality,organization image)all significantly impacts customers' brand attitude.Among them,perceived value is the most significant factor to influence customers' cognition attitude,purchase intention.Brand personality is the most significant factor to influence customers' sentiment attitude.