Ning Kuo Liu

Southern Taiwan University of Science and Technology · Department of Hospitality Management

Purpose This study aims to address research gaps by constructing critical success factors (CSFs) in the context of green hotel investment in Taiwan. It contributes to the domain knowledge to cultivate Taiwan’s green hotel development in the future. Design/methodology/approach The authors secured 20 prominent green hotel management/owners/architect...

Purpose The purpose is to understand the importance of brand experience in the Taiwan hotel branding process; also, this study is to investigate the moderating effect of brand experience on the relationship between brand positioning and non-financial brand performance in Taiwan upscale hotels, focusing on mainland Chinese tourists. Design/methodol...

In this increasingly globalized and uncertain market, the hotel industry is facing tremendous competitive pressure. To develop a competitive advantage, hotels may adopt an innovative branding strategy. The application of brand experience to marketing practice has drawn much attention from the hotel industry. Marketing management recognizes that und...

The restaurant business has been increasingly recognized for its ability to help mitigate many negative environmental impacts. To develop a competitive advantage, green restaurants may adopt an innovative branding strategy. Marketing management recognizes that understanding brand attitude is critical for marketing strategies. Studies have examined...

In today’s increasingly competitive market, hotels are exploring more innovative branding strategies to develop their competitive advantages. The application of brand experience to marketing practice has drawn much attention in the hotel industry recently. Marketing management recognizes that understanding brand experience is critical for developin...