@article{2017,title={BRAND EQUITY AT LOCAL (FIVE STAR) AND INTERNATIONAL CHAIN HOTELS AND ITS IMPACT ON TOURIST CONSUMERS’ PURCHASING INTENTIONS},abstractNode={The competition in hotel business has been intensively seen at global or local level. Fort his purpose hotel business need too focus on the startegies which will enable them to gain a competitive advantage . On the scope of consumer focused perception, the purpose of fulfiling the needs of consumers and satisfying them better than their rivals do should be accepted a brand equity as the strategy of the hotel business by the top management. The purpose of the study is to find out whether impacts or not of the factors of brand image, quality, awareness, loyalty as the dimensions of brand equity on to the hotel consumers’ repurchase intention. How does this situation reflects on repurchase intention in the condition that the hotels are considered as local ownership, ann belonging an international chain hotel groups? As the results of this study the brand image and quality of the hotels were found as having the highest level of consumer gradings. Brand loyalty in both hotel types either international chain or local hotels was found the most effective factor which leads hotel consumers’ to repurchase intention. As the result of logistic regression analysis it was found that brand image a international chain hotels is almost seven times (1/0,146) higher than the local ownership hotels whereas at the quality dimension scope the quality perception of the locally owned hotel businesses were found that about three times higher than that of international chain hotels.},author={İbrahim ÇETİN},year={2017},journal={The Journal of Social Sciences}}