The Myth and Reality of Hotel Brand and Food Quality: The Case of Hotel Restaurants in Malaysia

This study is to investigate the relationship between hotel brand attributes and food quality using the Brand Identity Prism model in the context of food service industry that has never been directly tested before. The attributes (physical, relationship and reflection) of Brand Identity Prism in food service industry which focusing on the food quality served at hotel restaurants are validated. Quantitative approach using questionnaire survey was conducted with a total of 129 hotel restaurants guests from four of five star rated hotels in Kuala Lumpur, Malaysia. Result indicated that there was significant relationship between hotel brand identity and food quality.