Scale Development and Validation of Hotel Brand Personality
The personality of hotel brands has a significant impact on customer emotions and behaviours,making it a new driving force for gaining a competitive advantage in the hotel industry.However,there is currently a lack of targeted measurement tools for hotel brand personality research.This study applies the grounded theory research method to comprehensively summarize the dimensional structure of hotel brand personality and develops a reliable measurement scale for hotel brand personality through exploratory factor analysis,confirmatory factor analysis,and path analysis.The findings of this study reveal that,hotel brands also possess distinct personality traits,and respondents can perceive the differences in personality traits among different hotel brands.The dimensions of sincerity and competence are consistent with the brand personality scale developed by Aaker,while enthusiasm,thoughtfulness,and charm are unique dimensions of hotel brands.
NETL
NSTL
万方数据
维普
