Brand Preference Towards Marriott Hotels & Resorts

The competition between worldwide hotel groups is getting tighter. There are numerous independent luxurious hotels has owned by some hotel groups. Other than that, some of hotel groups are even create an innovation of their property to attract more customers. Being part of hotel group is considered as accessible way to disseminate a hotel¿s good image and expand business in hotel industry. In order to pull up the rank, hotel group normally merge different hotel brands with different standard, lifestyle and target market, and providing a loyalty program for both properties and customers. In this projected, research will be focus on factors influence customer brand preference in Marriott Hotels in Asia. Differences of perceived quality, perceived value, brand image, satisfaction, and membership program which influence the customer brand preference of Marriott Hotels will be analyzed and discussed. This research project contains different theories and discussions that have been identified with the hypothesis test, collecting data through online survey, and continue to analysis part.