The Research On The Hotel Brand Equity Based On The Interpersonal Theory

Brand is one of the most important intangible equity for the hotel.At the same time, customer and hotel have frequent contact, which made the interaction between customer and brand become an important means to hotel brand equity accumulation. Based on these, the study on hotel brand equity is based on the interpersonal theory and interaction between customer and brand in the context of anthropomorphic brand. The following are the mainly problems that to be studied:The definition of hotel brand equity in the perspective of interpersonal theory; The formation of hotel brand equity in the perspective of interpersonal theory; the dimensions of hotel brand equity; the hierarchical relations among these dimensions and the relations between the overall brand equity and each dimension of hotel brand equity; The different effects of demographic characteristics on the dimensions of hotel brand equity; The different effects of hotel types on the dimensions of hotel brand equity.This study used qualitative and quantitative methods, firstly, in the context of interpersonal theory, the definition of hotel brand equity, the model of hotel brand equity, the dimensions of hotel brand equity, the hierarchical relations amongs these dimensions and the relations between the overall brand and each of these dimensions are deduced by quantitative method; Secondly, this study used the questionnaire survey method to collect data and analyze theses data by qualitative methods, and the main analysis methods and results as follows:The demographic characteristics of respondents, the hotel types of respondents selected and the description of variables mean are obtained by the descriptive analysis. The validity and reliability of the questionnaire are obtained by reliability and validity analysis. The different effects of demographic characteristics and hotel types on the dimensions of hotel brand equity and the overall brand equity are obtained by single factor. The hierarchical relations among the dimensions of hotel brand equity and the relations between the overall brand equity and each dimension of hotel brand equity are obtained by correlation and regression analysis.This study conclusions are as follows:The definition of hotel brand equity is that positive brand awareness and benefit, close brand attachment, strong brand loyalty are formed in the whole communication process between customer and brand. And the higher the phases is, the stronger the brand equity. Furthermore, the brand equity is strongest when customers are loyal to the hotel brand. The model of hotel brand equity is consisted of four consecutive phases:brand awareness—brand benefit—brand attachment—brand loyalty. The hotel brand equity is consisted of brand awareness, brand image, brand value perception, brand relationship, brand loyalty. The hierarchical relations among the hotel brand equity dimensions and the relations between the overall brand equity and each dimension of hotel brand equity were positive. The sex, age, occupation, income, stay times and purposes have the different effects on the dimensions of hotel brand equity. In the aspects of brand image, brand relationship and brand loyalty, there are significant differences between the international luxury hotels and the other three hotel types; In the aspect of brand value perception, both budget hotels and middle hotels have significant differences with the luxury hotels; In the aspect of overall hotel brand equity, the budget hotels have significant differences with the other three hotel types.The innovation of this study can be sum up as follows:the research of hotel brand equity is used a logical, dynamic, integral thinking method and made the four phases model formed. Furthermore, the dimensions of hotel brand equity are integrated into the four phases model. The study result made the brand equity theory more deeply. Meanwhile, hotel managers can operate brand from the strategic height.