Investigating the Impacts of Hotel Brand Experience on Brand Loyalty: The Mediating Role of Brand Positioning

ABSTRACT In this increasingly globalized and uncertain market, the hotel industry is facing tremendous competitive pressure. To develop a competitive advantage, hotels may adopt an innovative branding strategy. The application of brand experience to marketing practice has drawn much attention from the hotel industry. Marketing management recognizes that understanding brand experience is critical for developing goods and services. Studies have examined the relationship between brand experience and brand loyalty, but it remains unclear how hotel guests’ brand positioning affects this relationship. The purpose of this paper is threefold: (1) to examine the effects of different hotel brand experience on brand loyalty, (2) to assess the impact of brand positioning on brand loyalty, and (3) to identify the mediating effect of brand positioning on the relationship between hotel brand experience and brand loyalty. This study offers essential insights into the effects of hotel brand experience. It examines the mediating role of brand positioning on the relationship between brand experience and brand loyalty in the context of Taiwan upscale hotels. In practice, it implies that upscale hotels should consider additional information about hotel brand experience when making strategic marketing decisions. A thorough understanding of the hotel brand experience helps hotel managers create a road map for future development and management. Hotels capable of addressing customer brand experience set themselves in a competitive position in the marketplace and can create successful and differentiated brand positioning and brand loyalty.