Brand audit and investigating the relationship between audit indicators in hospitality industry (A case of study: Shiraz Homa Hotel)

Regarding to some probable fluctuations in brand performance during its life cycle, in different periods of time a precise audit of brand healthy performance should be performed. Numerous evidences show that attention paid to brand audit by most local businesses is not sufficient and there is not any effective tool for brand audit. In this line, the aim of this research is three sided. The first goal is to describe brand audit and its indicators. The second is to audit Homa hotel brand performance using audit indicators and the last one is to test the significance of indicators relationships. Statistical population is all customers who use the services of Homa hotel. Among these customers a sample including 400 individuals is chosen. To test the validity of questionnaires, face validity (FA) approach is applied. Questionnaire reliability is also tested by two approaches including alpha Cronbach (%96) and split-half approach (%89). Conducting audit process using six indicators showed that Homa hotel was a successful brand however we faced some differences when we used stringent approach (test value= 3.5 in comparing the means) to audit the brand. On the other hand, testing the conceptual model revealed that some relationships between brand audit indicators are significant