The effect of hotel brand experience on tourists’ perceived value and hotel brand strength

The purpose of this study is to investigate the effect of hotel brand experience on tourists’ perceived value and brand strength. This research is descriptive and of survey type. The statistical population of this research consists of Iranian tourists of 4 star hotels in Shiraz in summer 2018. Available and clustering sampling methods have been used. The structural equations modeling sampling formula (5q≤n≤15q) has been used to determine sample size. According to 26 question of questionnaire and this formula, minimum sample size was 130 and maximum sample size was 390, and finally 310 questionnaires were collected. To analyze the data and test the research hypotheses, structural equations modeling using Smart PLS software has been used. The findings of this research show that hotel brand experience effect on financial perceived value, functional perceived value and social perceived value. But, hotel brand experience doesn’t effect on individual perceived value. Financial perceived value, functional perceived value and social perceived value effect on individual perceived value. Eventually, individual perceived value effect on brand strength.