Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty among Tourists in Malaysian Budget Hotels

Abstract

This study aims to examine the relationship between brand awareness, brand association, perceived quality and brand loyalty among tourist in Malaysian budget hotels. The objective of this study is to investigate the relationship between brand awareness and brand loyalty, to examine the relationship between brand association and brand loyalty and to analyse relationship between perceived quality and brand loyalty among tourist in Malaysian budget hotels. Quantitative research approach is used to achieve the research goals and 208 responses were analysed using a structured questionnaire that was used to target domestic tourists who encountered using budget hotel services in Malaysia. This study used descriptive analysis, reliability test and Spearman Correlation analysis as data analysis technique. The result from Spearman correlation coefficient analysis revealed that there is a positive relationship between awareness, brand association, perceived quality and brand loyalty among tourist in Malaysian budget hotels. The data collected is analysed using Statistical Package for the Social Sciences (SPSS) software version 25. This study will help the upcoming researchers and tourism players to focus more on budget hotel branding which serves as country’s’ economic indicators.