Brand equity on otel business and the effects of touristic consumers' purchasing behaviour

Economic, social and cultural changings in the today's market place havebeen affecting the companies. Hospitality industry companies, especially hotels,should adopt their marketing efforts and programs according to the changingsemerging in the market place. Brand and brand equity can enable immensebenefit to the hotel business on the response of consumer needs. However that,the industry of having high level of brand equity hotel business of Turkiye canenable to response against to demand fluctuations in the global tourism market.For the companies, the most important issue in the market is to focus onthe consumer needs. Today's competition is very though and the companieswhich does not have capability to adopt their marketing programs and effortson to satisfy the needs of consumers' may have possible conditions to fail in themarket place. For this reason one of the most important tool for the hotels asper. hospitality and service business is to be able to create value for theconsumers as per. themselves. Branding and creating value for the tourismconsumers in hotel industry may create high level consumer satisfaction andincrease intentions of consumers' to re-purchase the service ?products of hotelbusiness offered to their consumers.Brand equity can create competition advantage to the hotel business.Brand equity can be defined by the consumers not by the owners or managersof the company in the market. The hotel business which would like to enhancebrand equity should first be able to measure the consumer response against tothe hotel brand. For this reason branding and creating brand equity is a longrun,strategic process.For example a mistake done by giving a bad name to thehotel can negatively affect consumer purchase and also low level qualityrepurchase intentions. Marketing mix is also antecedents on creating brandequity. Hotel brand equity can create value for its consumers when the value ofthe dimensions of the brand increased. This research focus how brand valueand the dimensions of the brand created on hotel industry. The five dimensionsof brand equity done by Aaker, Keller and other researcher's surveys inhospitality and other industries were considered measuring the consumer basedbrand equity and purchase intentions in hospitality industry in Çeşme,Türkiye.Key Words: 1) Brand, 2) Brand Equity, 3) Purchasing Behaviour,4) Hotel Bussiness, 5) Diversification