Marketing involves a competition between brands, yet very little hospitality marketing research uses brands as the unit-of-analysis. The current paper fills this need by examining the relationships among hotel brands’ quality/price tier, number of hotels, building size (average number of rooms per hotel), average customer satisfaction ratings, popularity, fame, penetration, average purchase frequency, and annual room revenue. The results indicated that hotel brand popularity and total sales volume were greater among brands in the middle quality-price tier and those with more and larger hotels. After controlling for quality/price tier, greater customer-satisfaction ratings were positively related to brands’ sales per room, but not to brand popularity or total sales volume. These findings suggest that marketing success is primarily a function of brands’ mental and physical availabilities and that unusually high or low experience quality given a brand’s quality/price tier is attributed to, and benefits, the property rather than the brand.

中文翻译：

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酒店品牌如何成功：来自酒店品牌品牌层面分析的证据


营销涉及品牌之间的竞争，但很少有酒店营销研究使用品牌作为分析单位。目前的论文通过研究酒店品牌的质量/价格等级、酒店数量、建筑规模（每家酒店的平均客房数量）、平均客户满意度评级、受欢迎程度、知名度、渗透率、平均购买频率和年客房收入之间的关系来满足这一需求。结果表明，中等质量价格档品牌和拥有更多大型酒店的品牌的酒店品牌知名度和总销量更高。在控制了质量/价格等级后，较高的客户满意度评分与品牌的每间客房销售额呈正相关，但与品牌受欢迎程度或总销量无关。这些发现表明，营销成功主要取决于品牌的精神和身体可用性，而给定品牌的质量/价格等级，异常高或低的体验质量归因于物业而不是品牌，并从中受益。