Measurement of brand equity at the facility level in accommodation sector and an application

Abstract

Today, the intense competition in the tourism market, rapid development of information and communication technologies, increase of the customer knowledge and experience have increased the need for product differentiation. This situation has led to more emphasis to brands. Intangibility of touristic products is exacerbated by the need for labeling and branding can be used as an effective marketing tool in the sector. A good brand adds value to the tourism product and it is more effective in the selection of accommodation of customers. Therefore, to determine tourists' perception of brand equity is very important. In the literature, the components used in the measurement of brand equity can be listed as brand awareness, perceived quality, brand associations and brand loyalty. In our study, the effect of the brand components on the choice of the accommodations will be determined. For this purpose, customers' perception of the brand equity which is effected in choosing a hotel will be measured in an accommodation facility in the city centre of Bursa in Turkey.