Relationship between brand awareness, brand experience and brand satisfaction: A study on hotels in Ankara

The aim of this study is in a relationship between brand awareness, brand experience and brand satisfaction. The research focuses on the relationship between brand awareness, brand experience, and brand satisfaction in the tourism sector globally and specifically in the hotel industry. Given the increasing significance of branding in rapidly growing sectors like tourism, it is considered essential. In this context, the identified problems could be addressed as follows: Is there relationship between brand awareness, brand experience, and brand satisfaction? How important is brand satisfaction in city hotels? What are the perspectives of the customer of these hotels regarding the relationship between brand satisfaction and brand awareness? The research was conducted with the participation of 300 customers city hotels between october and december 2023. The data collected through face-to-face surveys were evaluated using the SPSS 22 program and subjected to analysis. The result shows that brand awareness, brand experience, and brand satisfaction do not have a significant impact on customer loyalty and satisfaction. Mention in the research Brand awareness; is related to the extent to which consumers recognize and remember a brand, and it is often enhanced through advertising and marketing efforts. This enables customers to distinguish a brand from its competitors and often has a significant impact on purchasing decisions. Brand experience encompasses the holistic impression that customers gain from all their interactions with a brand. This ranges from the product itself, customer service, the atmosphere of the store, to digital interactions. Brand satisfaction arises when customers' expectations are met or exceeded, leading to a positive emotional state that increases the likelihood of repeatedly choosing the brand.