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Journal of Hospitality and Tourism Technology

Correlation between the homestay experience and brand equity: Using the
Yuehetang Rural Residence as a case study
Ching-Cheng Shen Der-Jen Liu

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Correlation between the


homestay experience and brand
equity
Using the Yuehetang Rural Residence as a
case study

The homestay
experience
and brand
equity
59

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Ching-Cheng Shen and Der-Jen Liu


Graduate Institute of Travel and Tourism Management, National Kaohsiung
University of Hospitality and Tourism, Kaohsiung City, Taiwan
Abstract
Purpose The purpose of this paper is to investigate the correlation between customer experience and
brand equity for a homestay establishment in Eastern Taiwan.
Design/methodology/approach Visitors staying at Yuehetang Rural Residence (YRR) during the
month of January 2013 were surveyed, and the data were analyzed using descriptive statistics,
reliability analysis and typical correlation.
Findings Visitors demonstrated a very high level of overall satisfaction with their homestay
experience (4.43-4.84), especially in terms of YRRs ability to evoke feelings of being moved or
touched, and of pleasure, excitement and satisfaction. Similarly, YRRs brand equity was rated
very high (3.98-4.67). Responders particularly felt that YRRs image of prioritizing environmental
protection and the quality of its lodgings were unique sources of added value and, therefore, factors
in creating its healthy brand equity, despite the fact that it was rated low in terms of visibility to
homestay-hunting customers. The correlation coefficient between experience and brand equity
was 0.742, indicating a high degree of positive correlation. The correlation between customer
loyalty and brand equity was also quite high, followed by, in decreasing order of strength, the
correlations between brand equity and the environment-friendly image, the quality of lodging,
organic farming and visibility.
Practical implications YRRs core business value is environmental protection, a factor which, in
todays increasingly environment-conscious world, has unsurprisingly contributed heavily to its brand
equity and customer loyalty. YRR and other homestay operators can utilize the findings of this paper to
enhance visitor experience and their own brand equity.
Originality/value This paper is one of the first articles in the homestay experience field that offers
content that environmental protection is an important factor to brand equity. It also offers numerous
theoretical and practical implications.
Keywords Brand equity, Homestay experience, Organic farming, Yuehetang
Paper type Research paper

1. Introduction
In recent years, domestic travel within Taiwan has become quite popular. In 2011 alone,
213,199,153 tourists visited various tourism sites and recreational attractions in
Taiwan. It should be noted that an important component of the tourism industry is
lodging (accommodations). Taiwans domestic hotel industry grew rapidly to cater to

Journal of Hospitality and


Tourism Technology
Vol. 6 No. 1, 2015
pp. 59-72
Emerald Group Publishing Limited
1757-9880
DOI 10.1108/JHTT-01-2015-0008

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60

the needs of the increasing number of visitors. Likewise, development of the homestay
business is a response to the increase in tourism. Statistics by Taiwans Tourism Bureau
indicate that there were 3,961 homestay residences as of November 2012, with 16,451
rooms offered. To survive in the extremely competitive homestay business, operators
have to manage important issues well, such as finding ways to intensify visitors
experiences and create for consumers a sense that the brand itself carries a unique and
inherent value or brand equity.
The success of a product or service is made more likely when marketers understand
consumers needs and wants, and make deliberate attempts to satisfy them (Keller,
2008). A product or service with brand equity occupies a special place in the hearts of
consumers, who are familiar with and acknowledge the intrinsic value of the product or
service. As a result, consumers will have a greater desire and propensity to make
purchases; additionally, they will enjoy a higher level of satisfaction upon consumption.
In turn, increased competitiveness of the company producing the product or service can
be anticipated (Yoo et al., 2000). Brand equity is the key to understand the objectives, the
mechanisms and the total impact of marketing (Reynolds and Phillips, 2005). Hence, it
has always been an effective differential marketing strategy (Kapferer, 1997; Keller,
2003; Kotler, 1988; Pappu et al., 2005; Tasci et al., 2007), as well as an important topic in
marketing management.
The homestay business is a component of the larger hospitality industry. It has the
special characteristics of intangibility, variability and inseparability, making the
shaping of brand equity especially pertinent (Sun and Ghiselli, 2010). Slattery (2003) has
predicted that eventually, branded hotel chains will dominate the hotel industry. Nam
et al. (2011) have shown that the effects of staff behavior, the physical quality of the hotel
and lifestyle congruence heavily influence consumer satisfaction and brand loyalty.
Kotler et al. (2003) highlighted the growing importance of brand equity in the hotel
industry. Many well-known hotels, including the Marriott and The Ritz-Carlton hotel
chains, view brand equity as the key to their competitiveness. Further, Kim et al. (2008)
found that in the mid-price hotel sector, brand equity, guest value and revisit intention
were significantly correlated, revealing a well-rounded image of the nature of brand
equity.
Considering the vibrant growth of Taiwans homestay business, individual
operators should look into developing brand equity to compete effectively and to
improve the business performance. However, there is a lack of research on brand equity
for the homestay business. Therefore, this study has utilized related research on brand
equity in the hotel industry as a resource for gaining information and a better
understanding of the homestay business.
Yuehetang Rural Residence (YRR) is located within the Luoshan Organic Village,
situated in Fuli Township, Hualien County. The operator and his family members
strongly believe in protecting the environment and being kind to planet earth, and insist
on organic farming. The operator hopes that visitors will be able to enjoy nature in a
clean, cozy and carefree environment. Through experiencing ecology, production and
life within a rural village, the operator also hopes that visitors will be humbled by the
magnificence of nature and the abundance of life.
Given its uniqueness and environmental significance, does YRR provide visitors
with a one-of-a-kind experience? Is the special emphasis it has placed on organic farming
and environmental protection reflected in its brand equity? These issues are the central

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topics of this study, and they are also critical to the long-term sustainable development
of YRR and similarly oriented homestay establishments. The focus of this study is the
relationship between the homestay experience and brand equity. A typical correlation
model was developed based on these two factors and was verified by feedback from the
visitors to YRR. The findings of this study will provide a deeper understanding of
important factors that could affect YRRs brand equity, and more specifically, the
homestay experiences that influence brand equity. At the same time, we can gain better
insights into the impact that environmental significance and organic farming have on
the creation of experience and the enhancement of brand equity. It is hoped that these
findings will serve as a reference for YRR to enhance visitors experiences and its brand
equity, and, by extension, provide useful information for all eco-tourism homestay
operators.
2. Literature review
2.1 Brand equity
Branding is an effective tool that a company uses to distinguish its products from
those of other companies. It is also an important topic studied by those interested in
marketing. Brand equity is derived from the name of a brand that endows a physical
product with added value (Farguhar, 1990; Aaker, 1991; Biel, 1992; Kamakura and
Russell, 1993). The marketing stimulus of a particular brand creates in consumers
the knowledge that this brand is different from the others; the favorable reputation
is beneficial to the company and to the related stakeholders (Keller, 1993). Brand
equity is manifested through the associations that consumers make with the brand,
while brand association is the result of brand recognition (Aaker, 1991). Through
brand equity, a brand, a name or even a symbol can enhance or diminish the
perceived value that consumers place on a particular product or service (Aaker,
1992).
Keller (1993, p. 2) proposed the concept of customer-based brand equity (CBBE),
defined as the differential effect of brand knowledge on consumer response to the
marketing of the brand. It is measured in terms of four dimensions such as:
awareness, image, quality and loyalty (Aaker, 1991; Keller, 1993; Faircloth et al.,
2001; Yoo and Donthu, 2001; Konecnik, 2006; Sun and Ghiselli, 2010). CBBE studies
have been extended to cover tourism and its related industries, including hotels,
restaurants, casinos (Prasad and Dev, 2000; Kim and Kim, 2005; Tsai et al., 2009) and
travel destinations (Konecnik, 2006; Boo et al., 2009). Tuli and Bharadwaj (2008)
showed that strong CBBE was correlated to increased levels of customer
satisfaction and loyalty.
When customers select a hotel, they often base their decisions on their awareness
and knowledge of the brand. CBBE helps hoteliers come up with marketing
strategies that prompt customers to acknowledge the value provided by a hotel and
to remember its unique brand. Studies on the brand equity of hotels (Kim and Kim,
2005; Sun and Ghiselli, 2010) have referred to CBBE, proposed by Keller (1993), as
the measuring index of brand equity. Xu and Chans (2010) CBBE-grounded study
has gone on to suggest that understanding the consumers experience is a key to
developing brand equity.

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Similarly, this study has taken CBBE as the theoretical base for measuring brand
equity of homestays. The dimensions used in the study include the following: visibility,
quality, image and customer loyalty. Visibility refers to the recognition,
acknowledgement and recollection that consumers have of a particular brand; the
higher the visibility, the greater the probability of the product being purchased (Aaker,
1991). Quality is the perception that customers have of the product or service of a brand;
as quality can affect the consumers propensity to purchase (Low and Lamb, 2000), it
directly affects the sales performance of that brand (Buzzell and Gale, 1987; Aaker,
1991). Image refers to the memories of a brand that consumers have, which lead to
recollections through association; it is a reflection of consumers acknowledgement of
the brand (Aaker, 1991; Keller, 1993). Lastly, customer loyalty leads to the willingness to
continue purchasing the products of the original brand, even when faced with the option
of similar products belonging to another brand (Aaker, 1991). As YRRs core business
values are environmental protection and sustainability of resources and as it is located
within an organic village, its image encompasses organic farming and environmental
protection.

2.2 Experience
Experience refers to visitors pleasant memories associated with a place; it is the core
value of leisure tourism. Oh et al. (2007) developed a measurement scale based on the
work of Pine and Gilmores (1999) to assess the rational and emotional responses of
visitors to US bed and breakfast establishments. They further suggest that their model
can be adapted to be used in destination hotel sectors four realms of experience in
summary rational and emotional assessment of the destination experience to explore
hotel guests experiences in the US bed and breakfast industry and suggest can be
further refined for adoption by destination marketers.
Verhoef et al. (2007) stated that consumers who were very satisfied with a product or
service would have a heightened sense of loyalty to that brand, which is to say, the brand
was to develop equity with them. Holbrook and Hirschman (1982) proposed that
consumption goes beyond the rational consideration of functionality to include the
sensation of hedonic consumption. The consumption experience is derived from the
pursuit of fantasies, feelings and fun. Schmitt (1999) defined experience as an
individuals reaction to certain stimuli. It originates from the interaction between the
occurrence of an event and the individuals psychological state at that moment.
Experience goes beyond the appeal to rationality or emotion. It emphasizes the overall
feelings that are stimulated in consumers. Through stimulation of the senses and the
mind, experience links up a company, its brand and the lifestyles of consumers. In the
broader social context, experience combines the actions of individual customers with
the situations under which consumption will occur.
As for the measurement of experiences, Schmitt (1999) proposed five strategic and
experiential modules: sensory experiences (Sense experience); affective experiences
(Feel experience); creative cognitive experiences (Think experience); physical
experiences, behaviors, and lifestyles (Act experience);and social identity experiences
(Relate experience). Sense experience creates the perception of added value of a product

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through the emotions of pleasure, excitement and satisfaction felt by the consumers.
Feel experience refers to the feelings and emotions that inherently make consumers feel
touched. Understanding which type of stimulus causes which mood in consumers can
lead to their voluntary participation in the consumption process.
Think experience uses creativity to solve consumer problems, thereby causing a
paradigm shift. Act experience enriches the lives of consumers by providing
alternative activities and lifestyles through bodily interactions and experiences.
Relate experience facilitates the establishment of relationships between individuals
and a broader social system. The main purpose is to build a strong brand
relationship and brand community through the individuals desire for
self-enhancement. This study has used the five dimensions proposed by Schmitt
(1999) as the basis for analyzing experiences.

The homestay
experience
and brand
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63

3. Research methodology
3.1 Research framework
The focus of this study was the correlation between the homestay experience and brand
equity. The observed variables for the homestay experience included the five
dimensions of experience: Sense, Feel, Think, Act and Relate. The observed variables for
brand equity included visibility, customer loyalty, quality of lodging, image of the
organic farming industry and image of environmental protection. The research
framework is illustrated in Figure 1.
3.2 Assumptions
Brand experience is the main trigger for brand equity (Berry, 2000). Customer-oriented
marketing especially focuses on the intensification of brand equity through experiences
(Ambler et al., 2002). Experiences increase emotional benefits, which in turn strengthen
the brand (Ambler, 1997; Bhat and Reddy, 1998; Long and Schiffman, 2000). Hence, the
research assumption H1 has been proposed as: There is a positive correlation between
experience and brand equity (Figure 1).

Figure 1.
Research framework

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64

3.3 Survey design and process


The survey evaluated the following: (i) experience, (ii) brand equity and (iii)
demographic variables. Parts (i) and (ii) were measured using the Likert 5-point scale,
while (iii) was measured via a category scale. The survey was targeted at visitors who
stayed at YRR, and respondents were selected through convenience sampling.
Forty-five questionnaires were issued during the survey period of 8-31 January 2013.
Upon retrieval, 43 completed questionnaires were deemed as valid, representing an
effective recovery rate of 95.56 per cent.
4. Empirical analysis
4.1 Demographics
Analysis of the basic data of the survey respondents reflected the predominance of
females (62.8 per cent). More than half of the respondents were married (58.1 per cent). In
terms of age, most were 31-40 years old (44.2 per cent), followed by those who were 21-30
years old (20.9 per cent). Military and government personnel included 20.9 per cent of the
respondents, while students comprised 18.6 per cent. In terms of education level, 41.9 per
cent were college graduates, followed by post-graduates and above (23.3 per cent).
Approximately, 28.2 per cent earned an average monthly pay of US$6,666.67 (inclusive)
or less, while 17.9 per cent earned US$10,000-1,333.33. A large proportion (34.9 per cent)
of the respondents lived in the North (Keelung, Taipei, Taoyuan and Hsinchu), while
those living in the East (Taitung, Hualien and Yilan) ranked second at 27.9 per cent.
These results are summarized in Table I.
4.2 Basic travel information
The basic travel information of the respondents is shown in Table II. More than half
(53.5 per cent) reported that it was their first time stay at YRR, and almost a third
(30.2 per cent) said they had visited three or more times before. Most (62.8 per cent)
arrived at YRR by car, and 23.3 per cent by train. Slightly less than half (48.8 per
cent) were traveling with friends, with immediate family as the second most popular
traveling companions (39.5 per cent). A large majority (72.1 per cent) was staying for
one night, and 14 per cent were staying for two. Over half the guests (60.4 per cent)
reported that their room was less than NT $1,000 per night, and roughly equally as
many (66.7 per cent) thought that the rooms were reasonably priced. 40.5 per cent
said they had been introduced to YRR by family, and 26.2 per cent said they had
found it on the Internet. Finally, 45.2 per cent stated that they occasionally
encountered environmental issues in their daily life, and 35.7 per cent said that they
often encountered them.
4.3 Brand equity
The results of the analysis of YRRs brand equity are shown in Table III. Overall,
YRRs visitors scored its brand equity very highly (3.98-4.67). The brand equity
factor A10 (warm hospitality) had the highest score, followed by A9 (intentions to
protect the environment and ensure environmental sustainability). A1 (visibility)
had the lowest score. The results indicate that it is very important for homestays to
recreate the warm and cordial atmosphere of home. YRRs business philosophy of

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Items

Frequency

(%)

Gender
Male
Female

16
27

37.2
62.8

Married status
Married
Single

25
18

58.1
41.9

Age
20
21-30
31-40
41-50
51-60
60

5
9
19
5
3
2

11.6
20.9
44.2
11.6
7.0
4.7

8
9
2
7
7
4
2
4

18.6
20.9
4.7
16.3
16.3
9.3
4.7
9.3

Level of education
Not completed high school
5-year community college
University
Post-graduate

9
5
18
10

20.9
11.6
41.9
23.3

Averages monthly income


20,000 NTD
20,001-30,000 NTD
30,001-40,000 NTD
40,001-50,000 NTD
50,001-60,000 NTD
60,000 NTD

11
6
7
6
5
4

28.2
15.4
17.9
15.4
12.8
10.3

Residence
Northern Taiwan (Keelung, Taipei, Taoyuan and Hsinchu)
Central Taiwan (Miaoli, Taichung, Changhua and Nantou)
South of Taiwan (Chiayi, Tainan, Kaohsiung, Pingtung)
Eastern Taiwan (Taitung, Hualien and Ilan)
Other

15
9
7
12
0

34.9
20.9
16.3
27.9
0

Occupation
Student
Military/Government
Agriculture
Industry and commerce
Service industry
Homemaker
Freelance
Other

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equity
65

Table I.
Profile

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66

Table II.
Analysis of traveling
characteristics

Item

Frequency

(%)

Previous visits
0 (1st visit)
1 (2nd visit)\
2 (3rd visit)
3 (4th or more visit)

23
3
4
13

53.5
7.0
9.3
30.2

Transportation
Train
Car
Motorcycle
Tour bus
Other

10
27
4
0
2

23.3
62.8
9.3
0
4.7

Traveling companions
Immediate family
Extended relatives
Friends
Classmates
Colleagues
Other

17
0
21
1
2
2

39.5
0
48.8
2.3
4.7
4.7

Length of stay
1 night
2 nights
3 nights
4 nights

31
6
1
1

72.1
14.0
2.3
2.3

Averages room price


800 NTD
801 to 1,000 NTD
1,001 to 1,200 NTD
1,201 to 1,400 NTD
Over 1,400 NTD

13
13
5
1
5

30.2
30.2
11.6
2.3
11.6

Perception of room prices


Too high
A little bit high
Reasonable
A little bit low
Very low

0
1
26
6
6

0
2.6
66.7
15.4
15.4

Introducing source
Live in the area
Family and friends
Newspaper or magazine
Internet
News program
Travel guide
Other

4
17
6
11
2
2
4

9.5
40.5
14.3
26.2
4.8
4.8
9.3

Daily life exposure to environmental issues


Infrequent
Occasional
Often
Very frequent
Constant

0
0
8
19
15

0
0
19.0
45.2
35.7

Brand equity factors

Mean

SD

It has high visibility compared to other homestays in Hualien


I am willing to stay here again
The quality of service is very high
The quality of the facilities is very high
I wish to stay here because it is located in an organic village
The quality of the rural experiential activities provided is very high
I yearn for the atmosphere of rural living and simple life that has been created
Whenever I see it, I associate it with organic farming
I can feel the intentions to protect the environment and to ensure environmental
sustainability
A10 Its warm hospitality makes me feel as if I am at home

3.98
4.53
4.53
4.30
4.49
4.38
4.42
4.29
4.57

0.71
0.50
0.55
0.56
0.51
0.58
0.76
0.74
0.55

4.64

0.53

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A1
A2
A3
A4
A5
A6
A7
A8
A9

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67
Table III.
Brand equity factors
of YRR

environmental sustainability was also an important factor that shaped its brand
equity. Although it enjoyed a certain degree of visibility, there was room for further
improvement.
The results of the analysis of the various dimensions of YRRs brand equity are
shown in Table IV. The reliability estimates for the various dimensions were high
(0.70-0.76). Its image regarding environmental protection had the highest score. Next
was the quality of lodging. Visibility ranked lower.
4.4 Homestay experience
The results of the analysis of visitors experiences at YRR are shown in Table V. Overall,
visitors gave it a very high rating of 4.43-4.84. Experience B7 (cordial and personable
service) received the highest score. Next, in descending order of scores, were B8 (simple
and pure lodging atmosphere), B9 (carefree and easy feeling), and B4 (fresh and natural
air). Again, the importance of warm and cordial service was emphasized. The simplicity
and carefree pace of rural life within the natural environment provided visitors with
profound experiences.
Table VI shows the results of the analysis of the various dimensions related to
visitors experiences at YRR. The reliability estimates for the various dimensions
were 0.66-0.78. Other than the slightly lower value for Act experience, the reliability
value for the other dimensions was high. Feel experience ranked the highest,
followed by Sense experience.
4.5 Correlation between the homestay experience and brand equity
This study used typical correlation analysis to evaluate the relationship between
experience and brand equity. The results are shown in Figure 2 below:
Dimension
Visibility
Customer loyalty
Quality of lodging
Image regarding organic farming
Image regarding environmental protection

Mean

SD

Cronbachs value ()

3.98
4.48
4.50
4.38
4.57

0.71
0.57
0.45
0.50
0.55

0.70
0.76
0.73

Table IV.
Dimensions of YRRs
brand equity

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Table V.
Visitors experiences
while staying at YRR

Variables of the homestay experience


B1
B2
B3
B4
B5
B6
B7
B8
B9
B10
B11
B12
B13
B14
B15
B16
B17
B18

The surrounding natural scenery (e.g. farms, mountains) is very beautiful


The organic meals provided are delicious
The ecology and ambience of the surrounding are fantastic
The surrounding air is fresh and natural
The DIY activities (e.g. experience of hands-on baking) are enjoyable
The facilities (e.g. bedroom, bathroom and lighting design) are very cozy
The service provided is cordial and personable
I like the simple and pure lodging atmosphere
I enjoy the carefree lifestyle when lodging here
The surrounding organic environment is something I appreciate
I concur with the actions taken to protect the environment and love the earth
I enjoy sampling organic products (e.g. organic rice)
The homestay experience has increased my preference to purchase organic
farm products
I wish to experience rural living here
I have deeper feelings about environmental protection since staying here
I prefer homestays that focus on the environment since staying here
I am willing to share my experiences here with others
I am willing to share with others YRRs views and actions regarding
environmental protection

Dimension
Sense experience
Feel experience
Think experience
Table VI.
Dimensions of YRRs Act experience
Relate experience
visitors experience

Figure 2.
Typical correlation
between experience
and brand equity

Question no.
B1, B2, B3, B4
B6, B7, B8, B9, B10
B11, B12, B15
B5, B13, B14
B16, B17, B18

Mean

SD

4.63
4.63
4.60
4.72
4.56
4.44
4.84
4.74
4.72
4.67
4.63
4.62
4.51

0.49
0.54
0.54
0.45
0.55
0.59
0.37
0.44
0.45
0.47
0.54
0.54
0.59

4.44
4.43
4.38
4.67
4.63

0.63
0.67
0.73
0.52
0.49

Mean

SD

Cronbachs value ()

4.65
4.68
4.56
4.52
4.56

0.41
0.39
0.50
0.45
0.51

0.82
0.88
0.82
0.66
0.82

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The correlation coefficient between experience and brand equity was 0.742,
indicating a high degree of positive correlation. Intense experiences appear to
enhance brand equity. From factor loading, it can be seen that Relate experience had
the highest correlation with overall experience, followed by Act experience, Think
experience, Feel experience and Sense experience (in decreasing order of factor
loading). The correlation between customer loyalty and brand equity was the
highest; the correlation between loyalty and the image regarding environmental
protection was next, followed by the correlations with quality of lodging, image
regarding organic farming and visibility.
There has been an increasing worldwide emphasis on environmental protection.
Given that YRRs core business value is precisely environmental protection, it is not
surprising that its visitors have reported that their experiences at YRR profoundly
influenced their lives, thoughts and actions. Customer loyalty to YRR is an
important component of brand equity, while the image regarding environmental
protection contributes fundamentally to the shaping of brand equity. As for the
relatively low impact of visibility on brand equity, there was no need for YRR to
generate a large visitor volume, given the limited number of rooms available.
5. Discussion and conclusion
Brand equity is a form of differentiation based on a clear image; it goes beyond the
simplistic preference for a product (Shocker and Weitz, 1988). Through
differentiation between oneself and ones competitors, brand equity endows a
product with an added value (Farguhar, 1990). Therefore, it is a corporate asset,
giving a company sustained competitive advantage and improving its business
performance (Day, 1994; Aaker, 1996).
The core value of tourism lies in the vacation experience, which leads to the creation
of unforgettable memories for the visitors. The findings of this study point to a high
correlation between experience and brand equity. The intensification of visitors
experiences will strengthen a brands competitive edge and build brand equity.
Since the core business value of YRR is environmental protection, it aims to
create a setting in which guests can feel that they are living in harmony with the
environment, happily, comfortably and healthfully. This studys findings have
highlighted the importance of providing warm and cordial service in the context of
a homestay that primarily focuses on being environmentally friendly. The natural
rural environment and lifestyle also contributed to the profoundness of visitors
experiences. In addition to customer loyalty and the quality of lodging, YRRs image
regarding environmental protection and organic farming further helped to shape its
brand equity.
At present, both brand equity and visitors experiences at YRR were highly rated.
It is recommended that YRR continues to find ways to further intensify the Sense
experience and Feel experience that it generates. In addition, YRR may wish to
transform its business principle of environmental sustainability to manifest itself in
the forms of Think experience, Act experience and Relate experience for visitors. At
the same time, it should continue to upgrade the quality of its lodging services, and
further strengthen its image in environmental protection and organic farming.
Doing so would enhance YRRs brand equity, thereby increasing its competitiveness
and improving its visibility in the homestay business.

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Corresponding author
Ching-Cheng Shen can be contacted at: sccheng@mail.nkuht.edu.tw

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