Developing Experience-Based Luxury Brand Equity in the Luxury Resorts Hotel Industry

Businesses constantly strive to provide added value and brand equity to gain a competitive advantage, particularly in the contemporary hospitality industry. It is widely accepted that a luxury experience brand enhances the value of a luxury resort hotels industry. Since the 1980s, the concept of brand equity has focused mainly on tangible products, as opposed to services or experiences. This study found that experience-based luxury brand equity is perceived through extensive implicit equity related dimensions. In addition, all research tourists of luxury resorts hotel industry in Taiwan and Macao emphasized extended intrinsic values (EIV), which including variables of brand awareness, brand loyalty, organization association and brand identity than fundamental extrinsic value (FEV), including variables of perceived brand loyalty, experience value and unique