TITLE:
Balancing Tradition and Innovation: A Case Study on How Brand Equity and Service Quality Shape Revisit Intention in Luxury Hospitality
AUTHORS:
Didem Sağındık, Cemal Yükselen
KEYWORDS:
Revisit Intention, Perceived Service Quality, Brand Equity, Hybrid Hospitality, Digital Transformation, Luxury Hospitality
JOURNAL NAME:
Open Journal of Business and Management,
Vol.14 No.1,
January
6,
2026
ABSTRACT: The hospitality industry is rapidly evolving through digital transformation, giving rise to hybrid hospitality environments where digital tools complement, but do not replace, human-centered service. Despite these advances, traditional constructs such as perceived service quality and brand equity remain key to guest behavior. This study explores how these constructs influence revisit intention through a case study of the Grand Mosta Hotel & Casino in Bulgaria. Data were collected from 439 guests via structured surveys. Factor and regression analyses revealed that both service quality and brand equity positively affect revisit intention, with brand equity mediating this relationship. Findings confirm that guests still value emotional trust and relational quality even in digitally supported environments. The study contributes to the ongoing discussion on balancing technological efficiency with human-centered service, providing insights into how luxury hospitality can sustain loyalty through this balance.