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本研究探讨了品牌感知、品牌传播和品牌忠诚三者之间的关系。研究在对国内饭店品牌感知研究等文献综述的基础上,结合相关文献内容分析以及顾客访谈,进行研究设计与相关量表开发。并以安徽合肥和平国际大酒店为例,进行实证研究。采用SPSS统计分析软件,进行描述性统计分析、均值分析。最后,对如何提升国内饭店品牌的建设提出了若干管理建议。
This study explores the relationship between brand perception, brand communication and brand loyalty. Based on the literature review of domestic hotel brand perception research, combined with relevant literature content analysis and customer interviews, the research design and related scale development. Taking Hefei Peace International Hotel in Hefei as an example, this paper conducts empirical research. Using SPSS statistical analysis software, descriptive statistical analysis, mean analysis. Finally, some suggestions on how to improve the construction of domestic restaurant brands are put forward.