Analysis of Brand Equity in Enhancing Repeat Visitation Rates in the Hospitality Industry
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Published:
May 31, 2024
Keywords:
Brand Equity, Hotel, Repeat Visitation
Section
Economy
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Abstract
The hospitality industry is a highly competitive industry, where each hotel competes to attract customers and increase repeat visitation rates. One important factor that can help hotels achieve these goals is brand equity. This research aims to explore the role of brand equity in increasing repeat visitation rates in the hospitality industry. The study uses a qualitative approach with in-depth interviews and a case study at HARRIS Hotel Sentraland Semarang. The research concludes that brand equity plays a crucial role in increasing repeat visitation rates in the hospitality industry. By building strong brand equity through strategies focusing on brand awareness, brand associations, perceived quality, and brand loyalty, hotels can enhance their appeal to customers and encourage them to return for future stays
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Lorenza, S. and Octafian, R. (2024) “Analysis of Brand Equity in Enhancing Repeat Visitation Rates in the Hospitality Industry ”, Jurnal Mantik, 8(1), pp. 356-361. doi: 10.35335/mantik.v8i1.5029.
References
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Javornik, A. (2021). Strategic approaches to augmented reality deployment by luxury brands. Journal of Business Research, 136, 284–292. https://doi.org/10.1016/j.jbusres.2021.07.040
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Novirsari, E., & Ponten Pranata, S. (2021). The Role of Brand Trust in Mediating Brand Image Towards Loyalty of Visitors in Lake Toba. Journal of Sosial Science, 2(5), 610–615. https://doi.org/10.46799/jss.v2i5.208
Nugroho, A., Setiawan, A., Aziza, T. N., & ... (2024). Dinamika Pemasaran Produk B2C di Indonesia: Tren Sosial Media, Influencer, dan Strategi Diferensiasi Produk Dalam Studi Kasus Kue Cromboloni Buatan Monsieur …. Determinasi: Jurnal ….
Pham, L. T. M., Do, H. N., & Phung, T. M. (2016). The Effect of Brand Equity and Perceived Value on Customer Revisit Intention: A Study in Quick-Service Restaurants in Vietnam. Acta Oeconomica Pragensia, 24(5), 14–30. https://doi.org/10.18267/j.aop.555
Pranata, S. P., & Sinaga, A. (2023). Analysis of Brand Awareness and Brand Image Strategies on Lake Toba Tourists’ Interest through the F1H20 Power Boat Digital Marketing Strategy in Balige, North Tapanuli. Journal of Business Management and Economic Development, 1(02), 240–249.
Pratiwi, D., Lumbanraja, M. M. M., & Junaidi, R. (2023). Pengaruh Word of Mouth dan Brand Image Terhadap Keputusan Pembelian dan Kepuasan Konsumen Restaurant Tradisional Pekanbaru. Journal of Business and Economics Research (JBE), 4(2), 194–206. https://doi.org/10.47065/jbe.v4i2.3650
Saputri, T. M. (2020). Pengaruh Brand Image Terhadap Minat Kunjungan Ulang Layanan Kesehatan Pada Instalasi Rawat Jalan Rumah Sakit Paru Dungus Madiun. repository.stikes-bhm.ac.id.
Sivarethinamohan, R. (2023). Exploring the Transformation of Digital Tourism: Trends, Impacts, and Future Prospects. 2023 International Conference on Digital Applications, Transformation and Economy, ICDATE 2023. https://doi.org/10.1109/ICDATE58146.2023.10248691
Sobaih, A. E. E. (2020). Influences of green human resources management on environmental performance in small lodging enterprises: The role of green innovation. Sustainability (Switzerland), 12(24), 1–19. https://doi.org/10.3390/su122410371
Thorisdottir, T. S. (2020). Corporate social responsibility influencing sustainability within the fashion industry. A systematic review. In Sustainability (Switzerland) (Vol. 12, Issue 21, pp. 1–64). https://doi.org/10.3390/su12219167
Valeri, M. (2021). Italian tourism intermediaries: a social network analysis exploration. Current Issues in Tourism, 24(9), 1270–1283. https://doi.org/10.1080/13683500.2020.1777950
widiasworo, erwin. (2018). Mahir Penelitian Pendidikan Modern Metode Praktis Penelitian Guru, Dosen Dan Mahasiswa Keguruan. In Araska. books.google.com.
Yulianto, H., Sutomo, Y., Palupiningtyas, D., & Nugraheni, K. S. (2022). Investigating the role of interactive social media and halal brand equity on purchase decision-making: direct and indirect effects. In Measuring Business Excellence (Vol. 26, Issue 4, pp. 524–540). https://doi.org/10.1108/MBE-02-2021-0025
Angela, N., & Adisasmito, W. B. B. (2019). Brand Equity and Customer’s Loyalty in Healthcare Setting: A Narrative Review. In Jmj (Vol. 7, Issue 2, pp. 190–199). core.ac.uk.
Arcese, G. (2021). Innovative drivers for family business models in tourism. Journal of Family Business Management, 11(4), 402–422. https://doi.org/10.1108/JFBM-05-2020-0043
Bian, J., & Liu, C. (2011). Relation between brand equity and purchase intention in hotel industry. International Journal of Services and Standards, 7(1), 18–34. https://doi.org/10.1504/IJSS.2011.040640
Buhalis, D. (2023). Smart hospitality: from smart cities and smart tourism towards agile business ecosystems in networked destinations. International Journal of Contemporary Hospitality Management, 35(1), 369–393. https://doi.org/10.1108/IJCHM-04-2022-0497
Camilleri, M. A. (2022). Strategic attributions of corporate social responsibility and environmental management: The business case for doing well by doing good! Sustainable Development, 30(3), 409–422. https://doi.org/10.1002/sd.2256
Destiana, F. D. (2022). Pengaruh Social Media Marketing terhadap Ekuitas Merek dengan Online Experiential sebagai Variabel Mediasi (Studi pada Konsumen Toko Busana Cordy Bandar Lampung). In Target: Jurnal Manajemen dan Bisnis (Vol. 4, Issue 2). repository.radenintan.ac.id. https://doi.org/10.30812/target.v4i2.2476
Efendi, E., Anggreani, J., Butarbutar, N., Panggabean, E. P. A., & Sudirman, A. (2023). The Influence of Brand Equity and Customer Bonding on the Loyalty of Beauty MSME Consumers with Satisfaction as a Mediating Variable. International Journal of Business, Law, and Education, 4(2), 800–811. https://doi.org/10.56442/ijble.v4i2.250
Fitrianingsih, D., Warman, C., Febrianata, E., & Sulistiana, I. (2023). Optimalisasi Platform Digital Dalam Pengembangan Desa Wisata Tanjung Lesung. JURNAL NAULI: Jurnal Pengabdian Masyarakat, 2(2), 1–11.
Hamzah, A. (2021). Metode penelitian & pengembangan (research & development) uji produk kuantitatif dan kualitatif proses dan hasil dilengkapi contoh proposal pengembangan desain uji kualitatif dan kuantitatif. In CV Literasi Nusantara Abad. CV Literasi Nusantara Abadi.
Han, H. (2021). Consumer behavior and environmental sustainability in tourism and hospitality: a review of theories, concepts, and latest research. Journal of Sustainable Tourism, 29(7), 1021–1042. https://doi.org/10.1080/09669582.2021.1903019
Hao, F. (2022). Contactless service in hospitality: bridging customer equity, experience, delight, satisfaction, and trust. International Journal of Contemporary Hospitality Management, 34(1), 113–134. https://doi.org/10.1108/IJCHM-05-2021-0559
Ibrahim, B. (2021). Linking social media marketing activities to revisit intention through brand trust and brand loyalty on the coffee shop facebook pages: Exploring sequential mediation mechanism. Sustainability (Switzerland), 13(4), 1–16. https://doi.org/10.3390/su13042277
Ishaq, M. I. (2020). Sustainability countenance in brand equity: a critical review and future research directions. Journal of Brand Management, 27(1), 15–34. https://doi.org/10.1057/s41262-019-00167-5
Javornik, A. (2021). Strategic approaches to augmented reality deployment by luxury brands. Journal of Business Research, 136, 284–292. https://doi.org/10.1016/j.jbusres.2021.07.040
Lei, S. I. (2020). Engaging Customers in Value Co-Creation Through Mobile Instant Messaging in the Tourism and Hospitality Industry. Journal of Hospitality and Tourism Research, 44(2), 229–251. https://doi.org/10.1177/1096348019893066
Lukmana, D. R., Listyorini, H., Octafian, R., & Hendrajaya, H. (2023). PENGARUH KUALITAS PELAYANAN, CITRA, DAN FUNGSI OTA (ONLINE TRAVEL AGENT) TERHADAP KEPUTUSAN TAMU MENGINAP DI MASA PANDEMI COVID-19 (Studi Kasus Pada Hotel Grand Dian Brebes). Gemawisata: Jurnal Ilmiah Pariwisata, 19(2), 49–74.
Luo, J. M. (2021). Understanding service attributes of robot hotels: A sentiment analysis of customer online reviews. International Journal of Hospitality Management, 98. https://doi.org/10.1016/j.ijhm.2021.103032
Lv, H. (2022). A look back and a leap forward: a review and synthesis of big data and artificial intelligence literature in hospitality and tourism. Journal of Hospitality Marketing and Management, 31(2), 145–175. https://doi.org/10.1080/19368623.2021.1937434
Novirsari, E., & Ponten Pranata, S. (2021). The Role of Brand Trust in Mediating Brand Image Towards Loyalty of Visitors in Lake Toba. Journal of Sosial Science, 2(5), 610–615. https://doi.org/10.46799/jss.v2i5.208
Nugroho, A., Setiawan, A., Aziza, T. N., & ... (2024). Dinamika Pemasaran Produk B2C di Indonesia: Tren Sosial Media, Influencer, dan Strategi Diferensiasi Produk Dalam Studi Kasus Kue Cromboloni Buatan Monsieur …. Determinasi: Jurnal ….
Pham, L. T. M., Do, H. N., & Phung, T. M. (2016). The Effect of Brand Equity and Perceived Value on Customer Revisit Intention: A Study in Quick-Service Restaurants in Vietnam. Acta Oeconomica Pragensia, 24(5), 14–30. https://doi.org/10.18267/j.aop.555
Pranata, S. P., & Sinaga, A. (2023). Analysis of Brand Awareness and Brand Image Strategies on Lake Toba Tourists’ Interest through the F1H20 Power Boat Digital Marketing Strategy in Balige, North Tapanuli. Journal of Business Management and Economic Development, 1(02), 240–249.
Pratiwi, D., Lumbanraja, M. M. M., & Junaidi, R. (2023). Pengaruh Word of Mouth dan Brand Image Terhadap Keputusan Pembelian dan Kepuasan Konsumen Restaurant Tradisional Pekanbaru. Journal of Business and Economics Research (JBE), 4(2), 194–206. https://doi.org/10.47065/jbe.v4i2.3650
Saputri, T. M. (2020). Pengaruh Brand Image Terhadap Minat Kunjungan Ulang Layanan Kesehatan Pada Instalasi Rawat Jalan Rumah Sakit Paru Dungus Madiun. repository.stikes-bhm.ac.id.
Sivarethinamohan, R. (2023). Exploring the Transformation of Digital Tourism: Trends, Impacts, and Future Prospects. 2023 International Conference on Digital Applications, Transformation and Economy, ICDATE 2023. https://doi.org/10.1109/ICDATE58146.2023.10248691
Sobaih, A. E. E. (2020). Influences of green human resources management on environmental performance in small lodging enterprises: The role of green innovation. Sustainability (Switzerland), 12(24), 1–19. https://doi.org/10.3390/su122410371
Thorisdottir, T. S. (2020). Corporate social responsibility influencing sustainability within the fashion industry. A systematic review. In Sustainability (Switzerland) (Vol. 12, Issue 21, pp. 1–64). https://doi.org/10.3390/su12219167
Valeri, M. (2021). Italian tourism intermediaries: a social network analysis exploration. Current Issues in Tourism, 24(9), 1270–1283. https://doi.org/10.1080/13683500.2020.1777950
widiasworo, erwin. (2018). Mahir Penelitian Pendidikan Modern Metode Praktis Penelitian Guru, Dosen Dan Mahasiswa Keguruan. In Araska. books.google.com.
Yulianto, H., Sutomo, Y., Palupiningtyas, D., & Nugraheni, K. S. (2022). Investigating the role of interactive social media and halal brand equity on purchase decision-making: direct and indirect effects. In Measuring Business Excellence (Vol. 26, Issue 4, pp. 524–540). https://doi.org/10.1108/MBE-02-2021-0025
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