Development of a scale to measure hotel brand experiences
通过七项研究开发并验证了一个包含17个题项、五个维度的酒店品牌体验量表，发现其对重游意愿和口碑有显著影响，为酒店业评估品牌体验提供了工具。
Purpose This study aims to develop and validate a scale for measuring hotel brand experience. Design/methodology/approach Based on existing hotel and brand experience literature, and seven distinct studies carried out as part of this research, a 17-item five-dimensional hotel brand experience scale was developed. Findings The scale revealed sound psychometric properties based on the findings from different reliability and validity tests, as well as from successful scale replications across several different samples. The study found a significant influence of hotel brand experience on revisit intention and word-of-mouth, which confirms nomological validity of the scale. Practical implications The developed hotel brand experience scale can provide hoteliers a way to examine the experiences evoked through hotel brand-related stimuli. Originality/value This study is the first to develop and validate measures of brand experience in context of hotel industry.