Hotel brand signature, brand attitude, subject norm, and perceived behavior control

Abstract

This study examines the impact of hotel brand names and brand logos on tourist destination loyalty, with a discussion of the related theoretical principles. Macau was selected as the research site, and the respondents were mainly from mainland China. The items for the questionnaires were obtained from the verified items of the brand name, logo, attitudes, perceived behavioral control, customer loyalty, subjective norm, brand reputation, and customer commitment. The validated data were extracted from 420 questionnaires. The study used structural equation modeling to evaluate the research hypotheses and build the relationship model. The results show that brand name and logo positively influence brand attitude, brand attitude positively affects brand reputation, and brand reputation positively influences customer loyalty and commitment. These findings provide valuable contributions to the theoretical discussion of the choice of hotels and provide insightful messages to brand design companies and hotels for their successful marketing activities.