The Mira Hotel Case Study

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Chapter one identifies the background and problem statement of this research with a general overview about brand equity in hotel industry and brief information about The Mira Hotel. This chapter also consists of research objectives and question, significance of the study, scope and limitation of the study, and structure of the study. 1.1 Research background The social mainstream of businesses nowadays is changing gradually to catch up with service-oriented style of marketing. That is why branding has been considered to be “the cornerstone of services marketing for the twenty-first century” (Berry, 2000, p. 129). Simoes and Dibb (2001) also disputed that branding and brand equity management play special roles for service businesses. Properly…show more content…
Accordingly, The Mira hotel is selected to particular study to more clearly illustrate how much effectively a luxury hotel manages its brand equity would lead to an improvement of guest loyalty. As far as the research limitation is concerned, we all know that brand equity is considered as a contributor to a hotel’s success and reputation in guest’s perception. However, there are few empirical studies conducting the importance of brand equity management in hotel industry especially in scope of Vietnam and Binh Duong as well. This causes some difficulties when conducting the literature review and making relevant references for the applicability of those research results in the context of Binh Duong hotels. 1.6 Thesis structure This thesis is organized in five…show more content…
Besides, a conceptual framework of brand equity management’s impact on enhancing guest loyalty in context of hotels is also proposed together with hypotheses. Chapter 3: Research methodology The chapter covers all of the research methods intended to use starting with describing the process I went through in selecting particular methods of research. Then, the discussion of design frame, which explains the research model and justify why the model can best address the research question, and data collection, which describes the step-by-step procedures of collecting data, is about to be made in this chapter. Chapter 4: Data analysis and discussion Chapter four analyzes the data collected and discusses the result of the thesis after running the model mentioned in the foregoing chapter. There are two main sections in this chapter comprising of Descriptive data analysis and Findings of the study. Chapter 5: Conclusion and

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