Purpose There is increasing discussion of the way in which quality of experience and brand equity are developed in the hotel industry. This study aims to review the hospitality and brand equity literature, thereby providing a conceptual framework for understanding hotel brand equity. Design/methodology/approach A comprehensive and extensive literature review helps develop a brand equity framework for the hotel industry. Findings Hotels often use advertising, referral marketing and services marketing to help guests acquire brand‐related information. Hotel guests, in turn, establish their brand knowledge through direct and indirect experiences. A better understanding of how these experiences contribute to brand equity has important implications for brand managers. Advertising and word of mouth (WoM) can be used to generate brand awareness and brand associations. Service performance should be nurtured to predominantly precipitate quality of experience, although WoM also has a strong effect on it. Originality/value The study attempts to fill the gaps in the discussion of the way in which hotel brand equity is developed. A research framework embedded with quality of experience is proposed. Critical research questions about hotel experience and brand equity are identified.
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