RESPONSIBLE ENTREPRENEURSHIP VISION DEVELOPMENT AND ETHICS

182 RESPONSIBLE ENTREPRENEURSHIP
Figure 2: Final Structural Equation Modeling
The proposed four research questions were strictly answered by the analysis of the data,
through which we established that indeed the perception of the tourists regarding the Romanian
hotel brands is quite good, but we should take in account their affinity to the perfection
of the services from the first time, instead of focusing on the employees quality as per se.
Brand personality is helpful when analyzing the power of a brand and we should give importance
to all the dimensions of it, may they be responsibility, activity, aggressiveness, simplicity
or emotionality.
Further studies should take into consideration conducting the same study in a non-service
industry. Future studies could make a set of improvements in order to enhance the present
study, in the sense that they could choose a larger sample, improve the questionnaire by better
framing the questions and they could choose to study more hotel brands, from different
environments, in order to obtain a much better and more representative sample. A forthcoming
research could be extended to other types of brands or between other industries, so as to
facilitate comparisons between sectors. They could extend the study for other countries or
regions, as the current study does limit itself to Romanian hotel brands only.
References
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Ahmad, A., & Thyagaraj, K. (2014). Brand Personality and Brand Equity Research: Past Developments and
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Anana, E., & Nique, W. (2010). Perception-Based Analysis: An innovative approach for brand positioning
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Bennett, R., & Rundle Thiele, S. (2001). A brand for all seasons? A discussion of brand loyalty approaches
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