Role of the Brand Image of Boutique Hotel for Customers Choosing Accommodation, “LE CHATEAU LAMBOUSA” Case Study, North Cyprus

Abstract

The main purpose of the research is to examine guests’ satisfaction and guests’ loyalty for guests seeking Boutique Hotels in North Cyprus hotels through making new combination between some factors and see its effect on the guests’ satisfaction and loyalty such as destination image, political stability of the country, employees’ performance and hotels’ image. Additionally, brand on the hotel is to determine the influence of the destination. The guests of the Boutique hotel (Le Chateau Lambousa) was investigated by age, gender, level of income and the reason of choosing North Cyprus as their destination. Data was gathered at North Cyprus specifically at the city of Lapta at Le Chateau Lambousa Hotel using a sample of 343 guests. Results of the data analysis indicates a significant positive Pearson correlation between the sub-scales destination image, political stability of the country, employees’ performance and hotels’ image with guests’ satisfaction, there is a direct positive, moderate correlation or the sub-scales destination image, political stability of the country, employees’ performance and hotels’ image with guests’ loyalty. Finally, there is a direct positive, moderate correlation between Destination image and hotel image. Overall guests’ level of satisfaction for the visits of Turkish Republic of North Cyprus and its hotels reflects that the guests were satisfied and willing to be loyal guests. Recommendations for future research and managerial implication were provided.