THE INFLUENCE OF HOTEL BRAND STREN GTH ON TOURISTS’ PREFERENCES FOR LOCAL ACTIVITIES AND TOURS”

نوع المستند : المقالة الأصلية

المؤلفون

1 Assistant professor at Hospitality Administration Department Higher Institute for Tourism and Hotels - King Mariout, Alexandria

2 Lecturer at Tourism Department Higher Institute for Tourism and Hotels - King Mariout, Alexandria

3 Lecturer at Hospitality Administration Department Higher Institute for Tourism and Hotels Badr City

10.21608/mkaf.2025.444826

المستخلص

Abstract :
This study investigates the impact of hotel brand strength on tourists’ preferences for local activities and tours, emphasizing how brand-related perceptions influence tourists’ behavioral intentions beyond accommodation. Drawing on four key dimensions—brand awareness, brand loyalty, brand image, and perceived quality—the study examines how these attributes affect tourists’ engagement with cultural, natural, and community-based activities, as well as their responsiveness to hotel recommendations.
Data were collected through a structured questionnaire administered to a sample of 433 tourists. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4, which enabled both measurement and structural model assessment. The results demonstrated robust reliability and validity of the measurement constructs. All hypotheses were statistically supported, confirming that hotel brand strength significantly influences tourists’ preferences for cultural engagement, adventure and nature-based experiences, interaction with local communities, and hotel-suggested activities.
Among the brand strength dimensions, brand image and perceived quality had the most substantial impact, highlighting the importance of reputation and service consistency in shaping tourists’ decisions. Additionally, local community interaction and hotel recommendations emerged as the most preferred categories of local activities, reflecting a shift toward more authentic and brand-facilitated experiences.
The study contributes to the literature on tourism marketing and brand management by providing empirical evidence that strong hotel brands not only drive loyalty but also serve as influential mediators in the broader tourism ecosystem. Practical implications suggest that hotels should strategically position their brands to enhance tourist experiences and local engagement.
 

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