ABSTRACT
Brand equity is considered as one of the most important issues in hospitality. Still, while much progress has been made in past years, the nature of this concept still remains unclear. The purpose of this chapter is to identify the variables that can contribute to the development of brand equity in the hotel context and to critically discuss the emerging issues on the concept. The findings have significant implications for the understanding of how to create a strong brand equity and will help academics to discover possible directions for future research.
