Influences of brand equity dimensions on Thai travellers' hostel selection

The hospitality industry in Thailand has been drastically impacted in all aspects due to the cessation of both international and domestic travel caused by the ongoing COVID-19 pandemic. Considering travel restrictions and consumers' health risk concerns, the questions arise on how hostel business can attract consumers to travel again so that the business may continue to survive from the crisis. This study was designed in response to the pandemic and its adverse impact on the hostel business. It primarily investigated the five key dimensions of brand equity of hostels influencing Thai's hostel selection including: 1) brand awareness; 2) perceived quality; 3) brand association; 4) brand loyalty; 5) proprietary brand asset. The results showed that three dimensions: perceived quality, brand loyalty, and proprietary brand asset have significant impact on hostels' brand equity whilst brand awareness and brand association have no significant impact on hostels' brand equity. The research implications highlight the need of monitoring the customers' perceived quality and service as important factor influencing Thai travellers' hostel selection during the pandemic.