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Chinese hoteliers' take on hotel co‐branding in China

Chinese hoteliers' take on hotel co‐branding in China Purpose – This paper aims to explore Chinese hoteliers' perspectives on co‐branding between hotels and products of other industries or sectors. Design/methodology/approach – A survey with both structured and open‐ended questions was distributed to 300 Chinese hotel executive level hoteliers attending the 2009 International Forum on China Hotel Brand Development. Findings – The results of the 72 surveys indicate benefits as well as drawbacks for both hotels and their potential co‐branding partners in the Chinese hospitality industry, the most important being the lack of brand awareness for both Chinese and Western brands. Originality/value – The paper contributes to the existing literature by adding the Chinese hospitality industry context into the much studied Western industry context: the research is timely given the position and significance of the Chinese market in the world tourism arena. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Tourism Review Emerald Publishing

Chinese hoteliers' take on hotel co‐branding in China

Basak Denizci Guillet; Asli D.A. Tasci
Tourism Review , Volume 67 (4): 9 – Oct 26, 2012
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Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
1660-5373
DOI
10.1108/16605371211277777
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper aims to explore Chinese hoteliers' perspectives on co‐branding between hotels and products of other industries or sectors. Design/methodology/approach – A survey with both structured and open‐ended questions was distributed to 300 Chinese hotel executive level hoteliers attending the 2009 International Forum on China Hotel Brand Development. Findings – The results of the 72 surveys indicate benefits as well as drawbacks for both hotels and their potential co‐branding partners in the Chinese hospitality industry, the most important being the lack of brand awareness for both Chinese and Western brands. Originality/value – The paper contributes to the existing literature by adding the Chinese hospitality industry context into the much studied Western industry context: the research is timely given the position and significance of the Chinese market in the world tourism arena.

Journal

Tourism Review – Emerald Publishing

Published: Oct 26, 2012

Keywords: Co‐branding; Hospitality industry; China; Hotel industry; Hoteliers' perceptions; Hotels; Brand management

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