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@article{ART001630896},
author={Lee Tae Sook},
title={Correlation between the customer based hotel brand equity and the customer preference and satisfaction from the cross cultural perspectives},
journal={Journal of Tourism Sciences},
issn={1226-0533},
year={2012},
volume={36},
number={1},
pages={331-352}

TY - JOUR
AU - Lee Tae Sook
TI - Correlation between the customer based hotel brand equity and the customer preference and satisfaction from the cross cultural perspectives
JO - Journal of Tourism Sciences
PY - 2012
VL - 36
IS - 1
PB - The Tourism Sciences Society Of Korea
SP - 331
EP - 352
SN - 1226-0533
AB - This study identified the effect of hotel brand equity on the customer's preference and satisfaction for hotel brands and pursued to compare the evaluation of hotel brand equity between individualist and collectivist consumer groups. Results confirmed that customer preference for hotel brands was significantly influenced by brand equity factors such as ‘attachment’ and ‘social image’, over factors of 'value' and 'performance'. In addition, the factor of customer preference for hotel had a great impact on guest satisfaction. The examination of whether two groups are identical or not, individualist and collectivist, revealed that there was no significant difference between the group classifications. The results further indicated that customers; either individualist or collectivist) are no different in understanding hotel sphere, like as a result of the standardization of modern service deliver. It's not useful, therefore, for the hotel businesses to conduct the marketing strategy through market segmentation of individualism and collectivism from the cultural perspectives. It is suggested in stead that demographic or lifestyle-related segmentation be pursued.
KW - Cross cultural study;Hotel brand equity;Preference;Satisfaction
DO -
UR -
ER -

Lee Tae Sook. (2012). Correlation between the customer based hotel brand equity and the customer preference and satisfaction from the cross cultural perspectives. Journal of Tourism Sciences, 36(1), 331-352.

Lee Tae Sook. 2012, "Correlation between the customer based hotel brand equity and the customer preference and satisfaction from the cross cultural perspectives", Journal of Tourism Sciences, vol.36, no.1 pp.331-352.

Lee Tae Sook "Correlation between the customer based hotel brand equity and the customer preference and satisfaction from the cross cultural perspectives" Journal of Tourism Sciences 36.1 pp.331-352 (2012) : 331.

Lee Tae Sook. Correlation between the customer based hotel brand equity and the customer preference and satisfaction from the cross cultural perspectives. 2012; 36(1), 331-352.

Lee Tae Sook. "Correlation between the customer based hotel brand equity and the customer preference and satisfaction from the cross cultural perspectives" Journal of Tourism Sciences 36, no.1 (2012) : 331-352.

Lee Tae Sook. Correlation between the customer based hotel brand equity and the customer preference and satisfaction from the cross cultural perspectives. Journal of Tourism Sciences, 36(1), 331-352.

Lee Tae Sook. Correlation between the customer based hotel brand equity and the customer preference and satisfaction from the cross cultural perspectives. Journal of Tourism Sciences. 2012; 36(1) 331-352.

Lee Tae Sook. Correlation between the customer based hotel brand equity and the customer preference and satisfaction from the cross cultural perspectives. 2012; 36(1), 331-352.

Lee Tae Sook. "Correlation between the customer based hotel brand equity and the customer preference and satisfaction from the cross cultural perspectives" Journal of Tourism Sciences 36, no.1 (2012) : 331-352.