Bridging the gap between branding and sustainability by fostering brand credibility and brand attachment in travellers’ hotel choice

Abstract

Purpose This paper aims to investigate the effects of hotels’ brand attributes on consumers’ (patrons’ and guests’) by fostering brand credibility and brand attachment towards the propensity of word-of-mouth. The study uses the signaling theory to assess the relationships among the constructs. Design/methodology/approach The study adopts partial least squares structural equation modelling (PLS-SEM) approach to validate the research model and the research hypotheses. To test the hypotheses, 474 travellers in Malaysia were recruited. Findings The empirical results reveal that hotel attributes have direct influence on brand credibility and brand attachment. Similarly, brand credibility has direct influence on brand attachment, while brand attachment also has direct influence on word-of-mouth. Consumers’ brand credibility partially mediates the relationship between hotel attributes and brand attachment. Likewise, consumer’s brand attachment also partially mediates the relationship between hotel attributes and word-of-mouth. Last but not least, brand credibility and brand attachment sequentially mediate the relationship between hotel attributes and word-of-mouth. The theoretical and practical implications of this study are discussed together with its limitation and future research direction. Originality/value First, in terms of measures, brand attachment construct is operationalised as a formative second-order construct, with three reflective variables (brand passion, self-brand connection and brand affection) as the first-order constructs. In addition, brand credibility is also operationalised as a formative second-order construct, with three reflective variables (expertise, trustworthiness and attractiveness) as the first-order constructs. On the other hand, hotel attributes construct is operationalised formatively as a higher-order abstraction of three categories of hotel facilities, which were also operationalised formatively (essential, culture compliant and in-room facilities). Second, this paper offers new insight into how brand credibility and brand attachment influence the relationship between hotel attributes and word-of-mouth. In a sustainability era, dissemination of complete and correct information is vital, to ensure consumers’ acceptance (e.g. likelihood to recommend to others). Thus, it is suggested that hotel managers to pay close attention to the role of brand credibility and brand attachment in tourists’ hotel choice, to secure sustainable brand.

Hotel Choice of Muslim Consumers: Assessing the Unobserved Heterogeneity Among Gender

“…Thus, the primary goal of this study is to examine the moderating effects of gender on the relationship between hotel attributes and brand attachment that were enhanced through brand credibility. The study extends the previous study by Rosli et al, (2019) by presenting the heterogeneity between male and female groups between the hotel attributes, brand credibility and brand attachment. In fulfilling this objective, the present study offers a valuable insight to the body of knowledge especially in the tourism marketing through the examination of gender role in the relationship of hotel attributes and brand attachment that was enhanced through brand credibility.…”

“…The hotel's reputation for efficient service, quality, and consistency serves as the foundation for the brand. These qualities have a significant influence on customers' perceptions of brands and the meaning they place on them (Rosli et al, 2019). Because of the fast expansion of the hospitality sector, hotels are competing with one another to entice consumers to stay and use their services (Luturlean et al, 2018;Shafaei & Mohamed, 2015).…”

“…Owning to this reason, Rosli et al (2019) attempted to explore the impacts of hotel attributes on hotel's guest by nurturing brand credibility and brand attachment and its subsequent effects on word-of-mouth. According to the empirical findings, they found that hotel attributes are significantly contributing to brand credibility and brand attachment.…”

Assessing the adoption of sustainability practices in tourism industry

“…Firms rooted in sustainability’s ecological, social and economic components outperform others (Ramani and Kumar, 2008). The example from Camilleri (2017) indicated that this practice adds value to the environment, society and organizations, particularly in the tourism industry (Rosli et al , 2019).…”

“…In the modern era of the tourism, the paramount significance of sustainability practices among tourism firms is quite complicated to overlook and build a harmonious sustainable socio-economic development (Njoroge et al , 2019). As sustainability practice has become a key imperative, particularly for the tourism industry, there is no tradeoff this concerned issue to succeed in this money-spinning sector.…”