Research On The Impact Of Value Co-creation Between Customer And Resort Hotel On Hotel’s Brand Equity

With the development of vacation and tourism in China,resort hotel has also developed rapidly.The customers often take leisure vacations around the hotel’s surrounding tourism resources,emphasizing the customer’s deep experience in the resort hotel.Therefore,the value co-creation between customer and resort hotel has certain benefits for both the customer and the hotel.At present,most resort hotels are haplotype hotels with low degree of brand development.Therefore,it is of certain significance to explore the development of branding of resort hotels.This study takes the resort hotel as the background and taken the value cocreation as the entrance.The components of the brand equity of the resort hotel are explored according to the currently brand equity model.And summed up value cocreation components and brand equity components of the resort hotel.The value cocreation behavior includes the value co-creation of customer participation behavior and the value co-creation of citizenship behavior.For the brand experience of resort hotel,it includes brand sensory experience,brand affective experience,brand behavioral experience,brand thinking experience and brand relation experience.Then brand experience is introduced as the mediator and the brand equity of resort hotel includes brand loyalty,perceived quality and brand awareness/associations.Therefore,this study explores whether the value co-creation between customer and resort hotel can influence the brand equity of the resort hotel through the mediation effect of the brand experience.This study uses Amos17.0 software to carry out reliability analysis and validity analysis on the measurement model of value co-creation of customer participation behavior,the value co-creation of citizenship behavior,brand experience and brand equity.Then the study establishes and analyses the overall structural equation model.The results show that the data fitting effect of the four models is quite ideal.By establishing the structural equation model analysis,the value co-creation between customer and resort hotel has positive influence of the brand equity of resort hotel through the mediation effect of the brand experience.And the effect of mediation is full mediation.When strengthens the value co-creation between customer and resort hotel,the resort brand experience and resort brand equity will be enhanced.Moreover,the influence of customer citizenship behavior is greater than the influence of customer participation behavior.Finally,based on the research conclusions,this study draws inspirations for the development and management of resort hotels,and proposes research limitations and prospects.