How to improve brand equity in tourism

Abstract

This research is done on the context of luxurious hotels by developing brand equity dimensions and is done to know the antecedent and consequence , namely servicescape and revisit intention. To test the proposed research model, data were collected from 460 luxurious hotel consumers in Bali using a previously tested questionnaire with validity and reliability tests as a measurement model. As for hypothesis test, data is analyzed by using Structural equation modeling technique. Hypothesis testing results found that servicescape is an antecedent of brand equity and all its dimensions with the consequences of revisit intention. In addition, it is found that brand trust is the strongest factor formed by servicescape, while brand commitment is the strongest factor that will shape the revisit intention. Further research is suggested to see the difference in brand equity based on local and international luxurious hotel, and to analyze the impact of brand equity on word of mouth. From the research results, it is suggested that the hotel manager to work together with the interior design to design the servicescape that satisfy the consumer. This study develops the dimensions of brand equity in the context of a luxurious hotel modified from previous studies.