A Study on the Scale Development of Hotel Brand Equity Using ZMET

Abstract

This study conducted in-depth interviews with hotel managers using ZMET, and produced the components and measuring variables of hotel brand equity by analyzing the data. The components of hotel brand equity were reconstructed according to theoretical definitions, and through literature research, the variables reflective of the characteristics of hotels were adopted among the measuring variables tested by precedent researchers. Thus, a new scale of hotel brand equity was developed.A survey was made of this among hotel visitors in order to make sure whether this scale can be used as a valid tool for measuring hotel brand equity. The survey revealed that the scale for hotel brand equity consists of sixteen items with the four dimensions. The evaluative scale is made up of six items for brand image, four for loyalty, three for perceived quality, and three for awareness.