Strengthening Brand Equity in Hotel Chains: Insights from Emerging Vs. Developed Economies
International Journal of Hospitality and Tourism Administration
; 2023.
Article
in English
| Scopus | ID: covidwho-2295555
ABSTRACT
Today, many consumers seek to stay in environmentally sustainable hotels. Moreover, the tourism industry is one of the most impacted by the COVID-19 outbreak. In this increasingly competitive environment, companies in general, and hotels in particular, must offer unique experiences through value co-creation. The purpose of this work is to analyze the impact of "green” practices and value co-creation on brand equity, evaluating the moderating role of the consumer's nationality in the setting of hospitality companies. From a personal survey of 309 hotel guests in Valencia (Spain) and 302 guests in Bogotá (Colombia), evidence is obtained on the existence of some differences depending on the guest's country of origin, thus allowing hotel managers to have a better knowledge when designing their corporate strategies. © 2023 Taylor & Francis Group, LLC.
Full text:
Available
Collection:
Databases of international organizations
Database:
Scopus
Language:
English
Journal:
International Journal of Hospitality and Tourism Administration
Year:
2023
Document Type:
Article
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