Corporate image as a high-order construct in hospitality

Abstract

Purpose

The purpose of this paper is to empirically investigate the corporate image as a high-order construct in the hospitality industry. Therefore, it includes an important part of all the agents that contribute to the formation of this corporate image: the clients, the employees and the hotel management.

Design/methodology/approach

In order to better conceptualize and understand the dimensions of corporate image in the hospitality industry, a theoretical systematization and analysis of the literature on corporate image definitions and validated scales to date are presented. The primary research is based on a questionnaire survey that emerged from the theoretical model. The collected data were tested using confirmatory factor analysis and covariance-based structural equation modelling (CB-SEM).

Findings

Results indicate that corporate image is a high-order construct that includes the dimensions of symbols from servicescape, employees' behaviour, perception of the organization, perception of the management, perception of the service and perception of the hotel.

Research limitations/implications

The application of this paper will enable new research in the corporate marketing literature, while the presented multidimensional approach will support future empirical research on corporate image in hospitality.

Originality/value

The paper contributes to theory by conceptualizing the corporate image as high-order construct. It provides evidence of corporate image multidimensionality, comprising six dimensions. Moreover, the findings provide an insight for practitioners to better understand how to manage hotel image.

Citation

Cuic Tankovic, A., Benazić, D. and Kapeš, J. (2022), "Corporate image as a high-order construct in hospitality", Corporate Communications: An International Journal, Vol. 27 No. 3, pp. 558-580. https://doi.org/10.1108/CCIJ-12-2021-0131