The Impact of Marketing Factors on Brand Image: A Case Study of Boutique Hotels in Siem Reap
Keywords:
Boutique Hotel, Marketing Mix, Perceived Value, Brand Image, S-O-R ModelAbstract
This study examined how key marketing factors, service quality, price reasonableness, hotel atmosphere, location, social media marketing, Corporate Social Responsibility (CSR), and Customer Relationship Management (CRM), influence brand image through perceived value as a mediating variable in Siem Reap’s boutique hotel sector. Using stratified purposive sampling, data were collected from 436 boutique hotel guests aged 18+ and analyzed through PLS-SEM with bootstrapping for mediation effects. Results showed signifcant direct effects on brand image from perceived value (β = 0.182, p < 0.001), price reasonableness (β = 0.210, p < 0.001), hotel atmosphere (β = 0.219, p < 0.001), location (β = 0.114, p = 0.008), CSR (β = 0.126, p = 0.004), and CRM (β = 0.156, p < 0.001). Perceived value significantly mediated relationships between service quality (β = 0.033, p = 0.013), price reasonableness (β = 0.043, p = 0.004), CRM (β = 0.067, p = 0.002), and brand image. Theoretically, this research expands the Stimulus-Organism-Response (S-O-R) model by demonstrating perceived value’s pivotal mediating role in emerging tourism markets. Practically, findings suggest boutique hotel managers should strategically focus on pricing, atmosphere, CSR, and CRM initiatives to enhance perceived value and strengthen brand image.
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