Research On Influence Of Marriot International Five-star Hotel Brand Image On Brand Loyalty

In last few years,the increase of the national economy grows up very quickly,the disposable income in people’s hands has increased.People begin to pursue spiritual enjoyment when they live a life at a good level,which leads to the rapid development of tourism.Economic exchanges and the booming tourism industry for the development of the hotel industry has brought dividends.National tourism and business travel consumption demand,on the one hand,to stimulate the development of the hotel.On the other hand,with the change of consumption,some consumers for the hotel demand are not only limited to accommodation experience,but eager to reflect a lifestyle,a symbol,the embodiment of personal value or their own taste.Driven by this market demand,high-end brand hotels were born to provide first-class service,first-class service facilities and fine wine and delicacies.For high-end brand hotel customers,what they pay attention to is not only the single value of the hotel product facilities and equipment,but also its culture and spirit and the value of the hotel brand.Because when customers consume products or services of a brand,brands can also reflect the image and value of consumers themselves.From the market level,the brand in the era of increasingly fierce competition,has gradually become an important resource for the hotel to obtain a place,but also an indispensable marketing means.In short,when customers contact products or services,they will have a psychological expectation of the brand image.Through the contrast between the cognition generated by the actual perception and the psychological expectation,when the perception meets or exceeds the expectation,they will have psychological satisfaction and further generate loyalty to the brand.This study takes the brand customers of Five-star positioning of Marriott Hotel Group,one of the international five-star hotel brands,as the research object,to explore whether brand image on loyalty could be formed in five-star hotels.Through the Marriott hotel company in the domestic development present situation analysis,and combined with relevant scholars’ research on behalf of the literature,learn about the original theory research situation,comprehensive high-end hotel brand attributes,and divides the high-end hotel dimensions of brand image,establish of high-end hotel brand image,perceived value,customer satisfaction,customer expectation and brand loyalty between the theoretical model.This research referred by many scholars,the classic scale,and combined with the original characteristics of deluxe hotel brand,the variable product,enterprise,service and user are used to measure the overall brand image,and explore the four dimensions of customer expectation,perceived value,customer satisfaction and brand loyalty.At last,this paper provides practical strategies for domestic five-star hotel brands to enhance brand loyalty.