Brand Experience and Intentions to Stay at Hotels in Zimbabwe: An Application of Khan and Rahman’s Hotel Brand Experience Scale

Abstract

The study examines the applicability of Khan and Rahman’s (2017) hotel brand experience scale to the hotel context of Zimbabwe. The study employed a cross-sectional design to collect data from hotel guests. Data analysis was done using exploratory factor analysis and structural equation modelling. The results produced four dimensions of the original scale. In trying to establish the hypothesised relationships between the constructs, the results revealed that two dimensions: hotel ambience and hotel staff competence had a significant and positive influence on intention to continue staying at hotels whereas hotel location and guest to guest experience did not have any significant influence on intention to continue staying at hotels. The study offers hotel managers with the relevant dimensions that they should employ in order to design suitable strategies that enhance guests’ intention to continue staying at hotels.