The Impact of Brand Attitude on Purchase Intention and Brand Loyalty: A Case Study of High-End Hotels

Citation

Yin, Zheng. (2017). The impact of brand attitude on purchase intention and brand loyalty: A case study of high-end hotels. (Master’s independent study). Bangkok: Siam University.

Abstract

In recent years, high-end hotel industry in China, the largest market in developing countries, has developed rapidly and the market performance of a number of multinational hotel groups in China has seen a substantial increase. Since Sheraton Beijing Great Wall Hotel opened in 1985, Sheraton has become the first international five-star high-end chain hotel in China. After three decades, all the international hotel giants of the high-end hotel brand have landed in China, China’s local live-star hotel has also developed in full swing. However, with a development history of 30 years, the five-star high-end hotel begins to encounter multiple difficulties. Firstly, the domestic business consumption has greatly declined because of the strict control of official consumption conducted by the new government. At the same time, the number of five-star hotel which is under construction and newly- bulit is becoming larger and larger; as a result, high-end hotel market has changed from the original blue ocean market to red sea market. The main customer of high-end hotel is business and official people with higher consumption demand. With its superior quality of service and a large area of luxury decoration, high-end hotel is greatly different from ordinary hotel both in the internal service and external image. Under the impact of a highly saturated market, continuously increasing new hotels and Internet model, high-end hotel is facing a more serious form of business. From the…

The Impact of Brand Attitude on Purchase Intention and Brand Loyalty: A Case Study of High-End Hotels

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand

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