Brand Awareness, Perceived Quality and Perceived Uniqueness on Consumer Intention and Willing to Pay Premium for Hotel Service

This paper analyses the role of brand equity components as brand awareness, perceived quality, perceived uniqueness on consumer intention and willing to pay premium (WTP) hotel service in Vietnam. The data for this study were gathered through face-to-face questionnaires that were distributed to target participants who reported their consumption experience with hotel services. The survey was conducted at three big cities of Vietnam with the sample size at 835. We used structural equation model (SEM) to evaluate the suitability of the theoretical model under analysis with respect to the empirical data and examine the significance of hypotheses. The results showed that brand awareness has the largest direct impact on consumer intention and brand uniqueness has the biggest indirect effect on WTP. Otherwise, customers intend to use hotel service through their full of awareness about that hotel and hotel service quality as well as hotel uniqueness. In turn, their intention and hotel brand uniqueness push them willing to pay premium to hotel service.