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An examination of the factors that signal hotel image to travellers

Department of Business Administration, the University of Moncton, New-Brunswick, Leblanga{at}UMONCTON.CA

Nha Nguyen

Department of Business Administration, the University of Moncton, New-Brunswick

This paper presents the results of an exploratory study on how travellers form impressions of the image projected by a prestigious hotel, with data collected from 409 respondents. The main purpose of the study is to gain more insight into the cues used by travellers evaluating corporate image in the context of an intangible service offering, and to determine the importance of these cues in customers' overall assessment of image. The study identifies a set of five factors that explain corporate image. In order of importance, these factors are physical environment, corporate identity, service personnel, quality of services and accessibility. Implications for tracking and building corporate image are given:

Key Words: corporate image • upper-scale hotel • servicescape • contact personnel • service quality accessibility

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