Transforming Brand Identity to Hotel Performance: The Moderating Effect of Social Capital

Daisy X.F. Fan, Cathy H.C. Hsu, Andy Xiaofeng Liu

Research output: Journal article publicationJournal articleAcademic researchpeer-review

Abstract

Hotel performance is one of the core concerns for managers and investors. However, a clear pathway from investment in branding to hotel performance is scarce. To fill this research gap, the study aims to explore the effects of brand identity, physical facility quality, and brand equity on hotel performance; and to examine the moderating effect of social capital in the brand–performance transformation model in both international and domestic brand hotel settings. Data were collected from 1,201 hotel managers in China, with 757 from international and 444 from domestic brand hotels. Theoretically, this study represents a first attempt to reveal the indirect roles that social capital plays in the hotel financial performance formation. The identified brand–performance pathway also provides implications for hotel practitioners regarding how to boost desirable hotel performance through both internal and external resources.

Original languageEnglish
JournalJournal of Hospitality and Tourism Research
DOIs
Publication statusAccepted/In press - 2022

Keywords

  • brand equity
  • brand identity
  • brand origin
  • hotel performance
  • physical facility quality
  • social capital

ASJC Scopus subject areas

  • Education
  • Tourism, Leisure and Hospitality Management

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