Chinese hoteliers' take on hotel co‐branding in China
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.
Keywords
Citation
Denizci Guillet, B. and Tasci, A.D.A. (2012), "Chinese hoteliers' take on hotel co‐branding in China", Tourism Review, Vol. 67 No. 4, pp. 3-11. https://doi.org/10.1108/16605371211277777
Publisher
:Emerald Group Publishing Limited
Copyright © 2012, Emerald Group Publishing Limited