Hotel customer-based experience, brand image and loyalty in Iran

Brand loyalty management is the essential point for the hotel industry in determining the success or failure of the organization. Being a service-dominant environment, the hospitality and tourism industry found that brand management is critical for managers to endeavor to achieve long-term success. Being aware of the importance and significance of the overall perceived quality of experience and the extent to which experiences of hotels guests are manifested in their motivation to stay in the hotels are crucial. Additionally, it is suggested that hotels managers develop cost-effective advertising, referral marketing and service programmers to improve hotel experience which in turn creates brand image for the development of better loyalty and satisfaction in the hospitality industry in Iran.