Corporate image as a high-order construct in hospitality

Abstract

PurposeThe purpose of this paper is to empirically investigate the corporate image as a high-order construct in the hospitality industry. Therefore, it includes an important part of all the agents that contribute to the formation of this corporate image: the clients, the employees and the hotel management.Design/methodology/approachIn order to better conceptualize and understand the dimensions of corporate image in the hospitality industry, a theoretical systematization and analysis of the literature on corporate image definitions and validated scales to date are presented. The primary research is based on a questionnaire survey that emerged from the theoretical model. The collected data were tested using confirmatory factor analysis and covariance-based structural equation modelling (CB-SEM).FindingsResults indicate that corporate image is a high-order construct that includes the dimensions of symbols from servicescape, employees' behaviour, perception of the organization, perception of the management, perception of the service and perception of the hotel.Research limitations/implicationsThe application of this paper will enable new research in the corporate marketing literature, while the presented multidimensional approach will support future empirical research on corporate image in hospitality.Originality/valueThe paper contributes to theory by conceptualizing the corporate image as high-order construct. It provides evidence of corporate image multidimensionality, comprising six dimensions. Moreover, the findings provide an insight for practitioners to better understand how to manage hotel image.

Innovation in the tourism sector, organizational learning and performance

“…The degree to which a product or service meets the requirements of a standard (Moreno-Gil et al, 2012) Employee satisfaction Level of satisfaction that employees have in the work environment (Lee et al, 2011) Trust The ability of workers to achieve objectives (Lim et al, 2020) Customer Satisfaction Assessment of the perception of the product or service (Han et al, 2019) Company Brand and image Customer perceptions toward the company (Cuic et al, 2022)…”

“…To create a positive image, managers focus their efforts on improving the perception of services, which could make customers more loyal (Triatmanto et al, 2021), have an image and reputation of the company (Cuic et al, 2022). Favorable evaluations and recommendations from tourists benefit future demand for services, strengthening competitiveness and improving financial performance (Pascual-Fern andez et al, 2021).…”