| In the competitive environment of the hotel market,how to stand out and occupy a position has always been an important topic for hotel managers.At present,in the hotel field,there is a widespread contradiction between product homogeneity and customer personalized demand,how to avoid homogenization and meet customer needs are worth thinking about the problem.In the process of solving this problem,hotel branding becomes a necessary choice.The customer’s perception of the hotel brand is based on the brand personality.Brand personality is the key to shaping the hotel brand,also a weapon for hotel brand differentiation and continuous competitiveness.In other words,only those hotel brands with distinct personalities and unique attributes can stand out in the fierce competitive environment,because customers pay more attention to the emotional connection of the brand in the consumption process,which is conducive to obtaining customers’ resonance and identification.In recent years,foreign scholars have begun to pay attention to the study of hotel brand personality,which mainly focuses on the economy type,business type and five-star hotel types.However,the study of hotel brand personality has not attracted scholars’ attention in China.Based on the theories of personality traits,self-consistency,attachment and planned behavior,this study takes resort hotels as the research object to explore the relationship among brand personality,self-consistency,perceived value,brand attachment and behavioral intention.The full text mainly studies four questions,namely question 1: Does the hotel brands have personality and how to accurately measure it?question 2: What is the personality of the resort hotel brand? question 3: Does the resort hotel brand personality have an impact on customers’ behavioral intention? question 4:How to position and shape the brand personality of resort hotels?".In response to question 1,based on a review of the literature on hotel brand personality,this study made a conceptual analysis of the original data through field research and semistructured interview,and explored the dimensions and measurement items of hotel brand personality by using the three-level coding of grounded theory research method.In response to question 2,on the basis of the hotel brand personality measurement items,this study collected data through questionnaire survey,and used exploratory factor analysis to reduce the dimension of the data,so as to obtain the dimension structure of the resort hotel brand personality.In response to question 3,this study verified the relationship hypothesis through confirmatory factor analysis and structural equation model to determine the mechanism of the influence of resort hotel brand personality on customers’ behavioral intention.In response to question 4,this study proposes shaping and marketing strategies for resort hotel managers and marketers based on the results of model verification,in order to provide effective brand management tools for hotel managers.In view of the above four research questions,the main research conclusions are as follows: 1)Hotel brands and product brands have obvious personality characteristics.The hotel brand personality dimension composition is different from the Aaker product brand personality,among which the dimensions of sincerity and competence are consistent with the brand personality scale developed by Aaker(1997),but the Warmth,thoughtfulness and charm are the unique dimensions of hotel brands.Hotel brand personality dimension composition has obvious service industry characteristics;2)The brand personality of resort hotel consist of five dimensions: competence,sincerity,charm,thoughtfulness and enthusiasm.These dimensions are inseparable and have good reliability and validity,which together constitute the personality character of the resort hotel brand.Moreover,the brand personality of the resort hotel is consistent with the holiday demand and atmosphere;3)Resort hotel brand personality has a significant positive influence on self-consistency,and the "competence" dimension has the greatest influence on self-consistency.Self-consistency has a significant positive effect on perceived value(hedonic value,utilitarian value).Hedonic value has a significant positive effect on brand attachment,but the effect of utilitarian value on brand attachment has not been verified.Perceived value(hedonic value,utilitarian value)has a significant positive impact on customer behavior intention;4)Brand attachment not only plays a partial mediating role between hedonic value and customer behavioral intention,but also plays a partial mediating role between utilitarian value and customer behavioral intention. |
