Development of a scale to measure hotel brand experiences

Purpose - This study aims to develop and validate a scale for measuring hotel brand experience. Design/methodology/approach - Based on existing hotel and brand experience literature, and seven distinct studies carried out as part of this research, a 17-item five-dimensional hotel brand experience scale was developed. Findings - The scale revealed sound psychometric properties based on the findings from different reliability and validity tests, as well as from successful scale replications across several different samples. The study found a significant influence of hotel brand experience on revisit intention and word-of-mouth, which confirms nomological validity of the scale. Practical implications - The developed hotel brand experience scale can provide hoteliers a way to examine the experiences evoked through hotel brand-related stimuli. Originality/value - This study is the first to develop and validate measures of brand experience in context of hotel industry.