A Brand Position Model for the Resort Hotels at Kenting Area in Taiwan

Abstract:- Under the considerations for the rapid development in leisure tourism and the demand increase for resort hotels, most enterprises will meet a pressure of drastic competition. Therefore, they will intend to build a unique brand in the mind of consumers and to enhance competitiveness and increase their profits. In this study, we will address the issue on the position of brand equity and key factors of competition for the resort hotels. The questionnaire method will be applied to collect the data and the resort hotels in Kenting area will be taken as an illustrative example in our study. The primary findings of this study can be summarized as follows: 1. Customers will have a higher degree of recognition for the environmental quality, local quality and uniqueness brand to the resort Hotels in Kernting area. 2. According to the brand equity diagram derived by using the multi-dimensional scaling (MDS) to those tourists at kernting area, we can find out that those resort hotels can be clustered into four clusters. 3. The brand equity model can be constructed well via using the conventional discriminant analysis and the backpropagation neural network technique. And, the full model and the reduced model can be also constructed after screening the important factors. From above findings, it can provide the useful reference about the marketing strategy and differentiation competition for the resort hotels in Kenting area. It will aid the competition analysis since the enterprise would like to realize their position on the competition environment via the brand equity cognitions