Brand image and value influencing performance in budget hotel in khon kaen
Keywords:
Brand image, Value, Budget hotel.Abstract
The objectives of this research are to study 1) the opinions on the image, value and performance of budget hotels in Khon Kaen Province, and 2) the influence of image and value on hotel performance in Khon Kaen Province. The study was survey research using interviews and questionnaires as research tools to explore the variables used in the research from the target group, 3 hotel managers and 900 hotel tourists in Khon Kaen province. The statistics used in the data analysis were frequency distribution, percentage, mean, standard deviation, confirmative factor analysis and structural equation model. The results revealed that the structural equation model of hotel’s image, value, and performance was fit to empirical data. The image had a positive direct influence on a value and a positive indirect influence on a performance. In addition, value had a positive direct influence on a performance.
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