The impact of experience on brand loyalty: Mediating effect of images of Taiwan hotels

Abstract

ABSTRACT In today’s increasingly competitive market, hotels are exploring more innovative branding strategies to develop their competitive advantages. The application of brand experience to marketing practice has drawn much attention in the hotel industry recently. Marketing management recognizes that understanding brand experience is critical for developing service products. Studies have examined the relationship between brand experience and brand loyalty, but it remains unclear how the brand image of hotel guests affects this relationship. In addition, according to the data, mainland Chinese tourists comprise the biggest inbound source market in Taiwan’s tourism industry. This study aims to fill this research gap by identifying the composition and structure of brand experience in upscale hotels, with a focus on mainland Chinese tourists and examining the mediating effect of brand image on brand experience and brand loyalty. The findings of this study broaden and deepen the current knowledge of the role of brand experience in the hotel industry, and provides managerial suggestions for hotel brands to consider in improving their brand loyalty by taking into consideration of their guests’ brand experience.