Abstract
The aim of this study was to analyze hotel brand loyalty (HBL) based on a systematic literature review conducted according to the preferred reporting items for systematic reviews and meta-analysis (PRISMA) statements. Following these statements, we searched two databases (Scopus and Web of Science) for studies containing the term ‘hotel brand loyalty’. Additionally, the backward and forward snowballing methods were applied. Only empirical studies concerning loyalty towards brand hotels were included, resulting in 26 studies in the final review. The quality of the various studies was evaluated according to the Joanna Briggs Institute critical appraisal checklist. The studies included in the systematic review were analyzed in three areas: general details and study design (authorship, year of publication, type of study, research country or location, characteristic of the sample population, the purpose of stay or travel, type of hotels, hotel brands), research specifications (factors/variables, hypotheses, measurement items, data analysis), and general findings (findings related to HBL and managerial recommendations). To summarize the results, word cloud visualization was applied. For studies included in the systematic review, HBL was analyzed on two levels: in the context of factors determining the guest/tourist loyalty to the hotel brands (such as frequently mentioned brand awareness, brand image, and perceived quality) as well as those pertaining to models of brand equity. This highlighted the need for managers to perform activities in terms of brand experience and shape long-term relationships in order to strengthen loyalty to hotel brands.
Highlights
IntroductionBrand loyalty is defined as a positively biased emotive, evaluative, and/or behavioral response tendency toward a branded, labelled, or graded alternative or choice by an individual in his capacity as the user, the choice maker, and/or the purchasing agent [15]
We present results from a systematic literature review focused on the hotel brand loyalty (HBL)
Single studies have suggested that brand loyalty was influenced by brand experience [98], brand knowledge [98], brand love [100], and integrated marketing communications [107]
Summary
Brand loyalty is defined as a positively biased emotive, evaluative, and/or behavioral response tendency toward a branded, labelled, or graded alternative or choice by an individual in his capacity as the user, the choice maker, and/or the purchasing agent [15]. In this respect, loyalty should be indicated as “a deeply held psychological commitment to re-buy or re-patronise a preferred product/service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching behaviour” [17]
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