The influence of Brand image and Value toward Organizational Performance in Budget hotel in Mueang District, Chiang Mai

Abstract

The objectives of this research were to (1) investigate the important factors of brand image, value and organizational performance of budget hotels in Mueang District, Chiang Mai Province (2) study brand image and value that influence of organizational performance on budget hotels in Mueang District, Chiang Mai Province using semi-structured interview and questionnaires as research instruments from 3 hotel administers and 900 over-night tourists in Mueang District, Chiang Mai Province selected by convenience sampling. The data was analyzed by using descriptive statistics including percentage, mean, and standard deviation, as well as Confirmatory Factor Analysis (CFA), to identify the fit of the proposed factors and Structural Equation Model analysis (SEM) to estimate the relations between brand image, value, and organizational performance. The findings showed that the measurement model is valid and well fitted to empirical data in that brand image had positive direct effect toward value and positive indirect effect toward organizational performance and value had positive direct effect toward organizational performance.