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Title: Chinese hoteliers' take on hotel co-branding in China
Authors: Denizci Guillet, B 
Tasci, AD
Keywords: Co-branding
Hospitality industry
Hotel industry
Hoteliers’ perceptions
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
ISSN: 1660-5373
DOI: 10.1108/16605371211277777
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