Brand Loyalty Factors Affecting the Hotel Elections of Tourists investigation with Respect to the Demographic Variables

Abstract

The purpose of this research is to investigate the factors affecting hotel guests’s brand loyalty and these factors is to determine whether there is a difference or not according to the demographic variables. Within this purpose, a survey research was conducted on the guests staying in the five star hotels of Ankara, Turkey. The research was carried out in two stages, namely the pilot study and the main study. As a result of study, while the factors affecting brand loyalty differs based on the gender and the age of the participants (p<0,05); no statistically significant differences were found between educational status and monthly household income (p>0,05).