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Influence of brand equity on the behavioral attitudes of customers: Spanish Tourist Paradores

Abstract:

The objective of this research is to contrast an explanatory model of how brand equity influences the customer’s behaviour and behavioural intentions. It will take place in the tourism sector, specifically, the target population are the customers of a hotel chain representing a very specific type of service in the tourism sector, emblematic hotels. In Spain, these hotels are operated under the Paradores Brand, distinctive of “The Network of Spanish Tourist Paradores”. A sample of 374 valid questionnaires was obtained through a structured survey to customers. The exploratory and confirmatory factor analysis is applied to validate the measurement scales. The proposed model for analysing relationships is estimated by applying structural equation modeling. The results show that brand equity is the key variable to influence the purchase intent of its potential customers, as well as the intention to recommend. These results have significant implications for the managers of this type of establishment.