Corporate image as a high-order construct in hospitality

Abstract

PurposeThe purpose of this paper is to empirically investigate the corporate image as a high-order construct in the hospitality industry. Therefore, it includes an important part of all the agents that contribute to the formation of this corporate image: the clients, the employees and the hotel management.Design/methodology/approachIn order to better conceptualize and understand the dimensions of corporate image in the hospitality industry, a theoretical systematization and analysis of the literature on corporate image definitions and validated scales to date are presented. The primary research is based on a questionnaire survey that emerged from the theoretical model. The collected data were tested using confirmatory factor analysis and covariance-based structural equation modelling (CB-SEM).FindingsResults indicate that corporate image is a high-order construct that includes the dimensions of symbols from servicescape, employees' behaviour, perception of the organization, perception of the management, perception of the service and perception of the hotel.Research limitations/implicationsThe application of this paper will enable new research in the corporate marketing literature, while the presented multidimensional approach will support future empirical research on corporate image in hospitality.Originality/valueThe paper contributes to theory by conceptualizing the corporate image as high-order construct. It provides evidence of corporate image multidimensionality, comprising six dimensions. Moreover, the findings provide an insight for practitioners to better understand how to manage hotel image.