Hotel Image And The Image Of The Same Study, The Impact Of The Hotel Guest Loyalty

The primary objective of this study was to empirically determine the relationship between hotel image, image congruence, repeat intention and loyalty of hotels. On the basis of previous research about corporate image and hotel image, there are several key factors to measure the hotel image including hotel identity, reputation, level of service, physical environment and contact personnel. Then we reviewed the connection between hotel image and image congruence. At the same time, we would provide some suggestions for repeat intention and loyalty of hotels through literature reading, interview and questionnaire survey.241 customers of 14 various hotels in Hangzhou participated in questionnaire survey. The hypotheses were largely supported. The main results were showed as follows:1. There's significant relationship between hotel image and repeat intention and loyalty.2. There's significant relationship between image congruence and repeat intention and loyalty3. Hotel image and image congruence presented positive relation to repeat intention and loyalty.4. There's a significant effect of hotel image and image congruence on repeat intention and loyalty.5. There are variations in the effects of hotel image and image congruence on repeat intention and loyalty for three different grades of hotels.The study finally made an implications about segmentation and brand positioning for better loyal of hotels by image congruence on the basis of conclusions mentioned above.