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本文通过实验法研究了酒店品牌名对我国消费者预期质量感知和购买意向的影响,对于酒店经营者来说,应该针对不同档次的酒店选取对应的酒店品牌名,以获得较高的顾客感知质量和购买意向。一、引言近年来,随着中国酒店业的迅速发展,一批具有鲜明的西化品牌名的本土酒店,如铂涛酒店集团、维也纳集团,入驻中国饭店业协会发布的“中国饭店集团60强”。同时,我国的软饮行业和化妆品产业产品品牌名西化的现象同样较为普遍,它们希望借此传达出异国情调、高贵、时尚等内涵。这不禁令人深思,我国
In this paper, we study the effect of hotel brand name on expected consumer perceived quality and purchase intention in our country through experimental method. For hoteliers, we should select corresponding hotel brand names for different grades of hotels in order to obtain higher customer perceived quality And purchase intention. I. INTRODUCTION In recent years, with the rapid development of China’s hotel industry, a number of local hotels with distinctive westernized brand names, such as Platts Hotels Group and Vienna Group, have settled in 60 of the “China Hotel Group” released by the China Hotel Association ". At the same time, the phenomena of westernization of brand names of China’s soft drink industry and cosmetics industry are equally common. They hope to convey the connotation of exoticism, elegance and fashion. This can not help but think deeply about our country