Please use this identifier to cite or link to this item:
http://hdl.handle.net/10397/17862
Title: | Chinese hoteliers' take on hotel co-branding in China | Authors: | Denizci Guillet, B Tasci, AD |
Keywords: | Co-branding Hospitality industry China Hotel industry Hoteliers’ perceptions Hotels Brand management |
Issue Date: | 2012 | Source: | Tourism review, 2012, v. 67, no. 4, p. 3-11 How to cite? | Journal: | Tourism review | 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 |
URI: | http://hdl.handle.net/10397/17862 | ISSN: | 1660-5373 | DOI: | 10.1108/16605371211277777 |
Appears in Collections: | Journal/Magazine Article |
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