The effect of wellness brand awareness on expected and perceived service quality
Part of : Tourismos : an international multidiciplinary journal of tourism ; Vol.6, No.2, 2011, pages 103-120
Issue:
Pages:
103-120
Section Title:
Research papers
Author:
Abstract:
Enterprises in the tourism sector are being exposed to ever fiercer national andinternational competition and are confronted with difficulties in marketpositioning. One possibility for achieving differentiation on the market is highservice quality and the creation of strong wellness brands. The aim of the presentwork is to investigate whether brands suggest a promise of quality that alsoappears to be especially important in wellness tourism. In this connection thestudy ascertains whether the brand awareness of wellness guests influences theperception of quality. The study also investigates whether demographicdifferences exist between brand aware and non-brand aware wellness guests. Theresults show that brands of wellness cluster are relatively weakly anchored inpeople's minds. There are demographic differences between brand aware andnon-brand aware wellness guests. The existence of brand awareness raises theexpected quality but not the perceived quality.
Subject:
Subject (LC):
Keywords:
wellness cluster, brand awareness, SERVQUAL, wellness tourism
Notes:
Περιέχει σχήματα, πίνακες και βιβλιογραφία
