Relationships among Brand Equity, Satisfaction and Perceived Value of hotel’s spa, wellness and exercise centers visitors

Relationships among Brand Equity, Satisfaction and Perceived Value of hotel’s spa, wellness and exercise centers visitors

Journal of Sport & Recreation Management
Volume 16, Issue 1
2019
Pages: 
26-45
issn: 
1791-6933
Relationships among Brand Equity, Satisfaction and Perceived Value of hotel’s spa, wellness and exercise centers visitors
Alexandra Foudouki, Ioannis Lianopoulos, Nikos Theodorakis, Konstantinos Alexandris , Athanasios Koustelios

Aristotle University of Thessaloniki, Dept of PE and Sport Science  

2019
Abstract: 

The strong competition in the sport tourism industry has led executives to look for new ways to differentiate their brand image and gain a competitive edge. Therefore, studying the relationships between brand equity, satisfaction and perceived value can lead hotel executives to create effective marketing strategies. The purpose of the present study was to investigate the relationships among brand equity, satisfaction and perceived value of hotels’ Spa, Wellness and Exercise Centers visitors. The sample of the study consisted of 544 (N = 544) participants who had recently visited a hotel that had a spa, wellness and exercise center and made use of such activities. The results of the structural equation model (SEM) analysis showed that two dimensions of brand equity (perceived quality and brand associations) had a statistically significant influence on satisfaction and one dimension (perceived quality) had a statistically significant influence on perceived value. Statistically significant influence also found between satisfaction and perceived value. Theoretical and practical applications of the research results were discussed.

Keywords: 

Brand Equity, sport tourism, spa, wellness and exercise center, satisfaction, perceived value, hotel

Hellenic Scientific Association For Sport Management & Recreation - HSASMR a scientific non-profit organization and our purpose is the reflection and research on issues of management / marketing of sport.

Newsletter

Newsletters

Stay up to date with our ever-evolving services and products. Leave us your e-mail and subscribe to our newsletter.

CAPTCHA
This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.

Contact

Hellenic Scientific Association For Sport Management & Recreation - HSASMR

Leoforos Nikis 57, Thessaloniki, 54622, Greece

info@elleda.gr

www.elleda.gr