Award Date

1-1-2003

Degree Type

Thesis

Degree Name

Master of Science (MS)

Department

Hotel Administration

First Committee Member

Billy Bai

Number of Pages

95

Abstract

The primary objective of this study was to empirically determine the relationship between hotel image, image congruence and repeat intention of Las Vegas Hotels. The sample (N = 211) included customers of various hotels in Las Vegas. The data was collected on the Las Vegas Strip through self-administered surveys and was analyzed using Correlation, Analysis of Variance, and Regression. As previous research indicated that a favorable image led to repeat patronage, the findings from this study determined a significant effect of hotel image and image congruence on repeat intention. Some other interesting findings included variations in the effects of hotel image and image congruence on repeat intention for three different groups of hotels and gender. The findings from this study not only support the few resources available on hotel image, but can also be a good guide for future studies on image and intention in the hotel, hospitality and services industry.

Keywords

Congruence; Effects; Hotel; Image; Industry; Intention; Repeat; Role

Controlled Subject

Marketing; Recreation

File Format

pdf

File Size

2263.04 KB

Degree Grantor

University of Nevada, Las Vegas

Language

English

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Rights

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