호텔 브랜드 자산 가치 공유개념도

Consensus Map of Hotel Brand Equity

This study is to draw a consensus map by exploring in-depth thoughts and behaviors toward components of hotel’s brand equity. The study conducted unstructured interviews with hotel managers using Zaltman Metaphor Elicitation Technique (ZMET). ZMET, devised by Zaltman, Coulter, is used to collect and analyze relevant data. This analysis produced the construct of brand equity, and several possible evaluative questions were drawn by analyzing the questions based on each construct produced by ZMET. The results also showed that perceived quality, differentiation, awareness, and trust are the cause variables of hotel brand equity, and that dignity and loyalty are the result variables. In the last stage, a consensus map describing hotel managers’ knowledge was presented. This consensus map is practical in that it gives an understanding of the causes and results of people forming opinions about brand equity, and can be used to discern the marketing variables that are helpful in managing brand equity practically. It can also be used to get hotel managers’ understanding of a brand as well as to help customers make decisions on a specific brand.