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Brand Experience Anatomy in Hotels: An Interpretive Structural Modeling Approach


Cornell Hospitality Quarterly

Published online on


Identification of the factors of hotel brand experience (HBE) and the interrelationships shared by them are of interest to both practitioners and academics, as such an understanding would enable hoteliers to deliver superior HBE. However, very few studies have concentrated on brand experience in hotels. This study identifies the factors of HBE and determines the interrelationships among them through the development of a reliable and robust hierarchy-based model using interpretive structural modeling (ISM) approach. Results show that particular factors (hotel location, attractive and informative hotel website, and active exposure on social media) have a high degree of influence on the development of HBE and exhibit low dependence. The present work has significant implications for hoteliers who could use the findings of the study to provide superior HBE.