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.