Eddy covariance tower in long-hydroperiod Everglades marsh in mid-dry season, 2009 (at SRS-2), Shark River Slough

This material is based upon work supported by the National Science Foundation through the Florida Coastal Everglades Long-Term Ecological Research program under Cooperative Agreements #DBI-0620409 and #DEB-9910514. This image is made available for non-commercial or educational use only.

Determinants of Mid-scale Hotel Brand Equity

The traditional brand management in the hotel industry is facing a great challenge as numerous brands provide many choices to hotel guests. In such competitive environments, hotel firms realize that capitalizing on one of the most important assests they own- the brand- is critical to achieve a premier growth goal not only rapidly but also in a cost- effective way. THe purpose of this study is to examine the determinants of cutsomer-based hotel brand equity for the mid-priced U.S. lodging segment by assessing the impacts of four-widely accepted brand equity dimensions: brand awareness, brand associations, percieved quality and customer loyalty. 277 travelers participated in this study at the airport in a Midwestern city. Perceived quality, brand loyalty, brand associations were found to be the core components of brand equity, while brand awareness, a seemingly important source of brand equity, did not exert a significant influence on building brand equity of mid-priced hotels. The result of this study sheds insight about how to create, manage, and evaluate a distinctive and successful hotel brand.

General Managers in Mid-scale Hotels: Are they Plateaued?

This research investigated the career-plateau patterns of general managers (GMs) in mid-scale hotels. In regard to plateau categories, by far the largest number of GMs reported that they were in the productively plateaued category. The hotel industry can use this research to view the career satisfaction and productivity of GMs in light of the plateau pattern into which they are classified.

Dr. Justin Cummings presenting his field poster near TS/Ph-1 during the FCE LTER Mid-term Review field trip

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FCE LTER Mid-term Review field trip to TS/Ph-1

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FCE LTER Mid-term Review field trip to SRS-6

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FCE LTER Mid-term Review field trip to SRS-6

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FCE LTER Mid-term Review field trip to SRS-6

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FCE LTER Mid-term Review field trip to SRS-6

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FCE LTER Mid-term Review field trip to Shark River sites (SRS-4 and SRS-6)

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