Relation between brand equity and purchase intention in hotel industry

This research empirically tests brand equity’s impact on purchase intention in hotel industry. Customer orientation is playing an increasingly important role in generating firms’ competitiveness. This is especially true in China, the world’s largest emerging tourism market, where competition is severe in hotel industry. A survey is conducted on a random sample of potential Chinese hotel customers to empirically test the impact of brand equity on purchase intentions. The findings uncover empirical evidence of a positive and significant relation between brand equity dimensions and purchase intention and thus highlight the importance of brand equity in achieving competitiveness in service industry.