The Correlation between Hostel Brand Equity Dimensions in Thailand

Abstract

This empirical study aimed to examine the relationship between dimensions of customer-based hostel brand equity based on Aaker’s (1991) conceptual framework in the context of Thailand’s economy hostels owned by locals. A sample of 400 Thai tourists who have experienced staying at hostels was chosen to test the hypothesis using the purposive sampling method. The results showed that brand association had the positive effect on other proprietary asset, whereas brand awareness had the least effect on perceived quality. The key findings were significant as they contradict the literature for large-sized or chained hotels. The research implications also highlighted the need for hostel managers to perform marketing activities to strengthen the brand association and proprietary brand assets to gain competitive advantage, particularly for budget travelers that have become increasingly information-savvy, knowledgeable in brand choices, and demanding in using social media to review traveling experience.