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Country-of-operation and brand images: evidence from the Chinese hotel industry

Country-of-operation and brand images: evidence from the Chinese hotel industry PurposeBuilding upon previous research on country-of-origin. This study aims to investigate whether the effects of country-of-origin extend to the hotel industry, based on associative network and signaling theories.Design/methodology/approachBased on a self-administered survey with tourists in China, this paper investigates antecedents and outcomes of hotel brand image and the moderating role of a hotel’s brand origin.FindingsResults reveal country, city and industry images positively influence hotel brand image. Hotel brand image then influences price perception, quality perception and overall satisfaction.Practical implicationsCountry-of-operation image remains a relevant, powerful predictor of brand image; thus, hotels need to carefully manage country-of-operation image.Originality/valueThis paper incorporates and establishes the role of country-of-operation image on hotel brand image. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Contemporary Hospitality Management Emerald Publishing

Country-of-operation and brand images: evidence from the Chinese hotel industry

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0959-6119
DOI
10.1108/IJCHM-11-2014-0577
Publisher site
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Abstract

PurposeBuilding upon previous research on country-of-origin. This study aims to investigate whether the effects of country-of-origin extend to the hotel industry, based on associative network and signaling theories.Design/methodology/approachBased on a self-administered survey with tourists in China, this paper investigates antecedents and outcomes of hotel brand image and the moderating role of a hotel’s brand origin.FindingsResults reveal country, city and industry images positively influence hotel brand image. Hotel brand image then influences price perception, quality perception and overall satisfaction.Practical implicationsCountry-of-operation image remains a relevant, powerful predictor of brand image; thus, hotels need to carefully manage country-of-operation image.Originality/valueThis paper incorporates and establishes the role of country-of-operation image on hotel brand image.

Journal

International Journal of Contemporary Hospitality Management – Emerald Publishing

Published: Jul 10, 2017

References

  • Facets of country image and brand equity: Revisiting the role of product categories in country-of-origin effect research
  • A spreading activation theory of memory
  • Structural equation modeling in practice: a review and recommended two-step approach
  • Country of origin branding: an integrative perspective