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The definition of hotel brand image

The brand image was, defined by A.L Bid, the aggregate of all brand imagination in consumers’ memory. He argued that the brand image is a feature set and relative imagination between the consumers’ mind and others brands, which is the brand subjective reflection of the consumers. Basing on the brand imagination definition of imagination memory networks theory, Keller argued the brand imagination is the perception of a brand in consumers’ memory. Park and other scholars put forward that the brand imagine is one of brand management methods, which comes from the brand management theory. They also argued any product or service in the theory can be expressed with functional, symbol or experience elements. In 1991, the brand image was connected with brand capital and liability by Aaker. He thought that the brand image can be added or deducted with symbols and names. FAN Xiucheng, Hospitality a scholar in the homeland, argued that the brand image is a total perception and opinion for the brand, which can influence the brand purchasing and consumption behavior of consumers.

According to the concept of brand imagination, the definition of hotel brand image is that it is the aggregation of brand impression and imagination in the mind after choosing and processing all information of hotel brand received by hotel consumers.

2.2 The theory model of brand image
2.3 The influence factors of hotel brand image
The difference of hotel catering outsourcing and self-run
Theory Model: the influence for hotel brand image from catering outsourcing