Country-of-operation and brand images: evidence from the Chinese hotel industry. Issue 7 (10th July 2017)

• Record Type: Journal Article
• Authors: Lee, Seonjeong (Ally); Oh, Haemoon; Hsu, Cathy H.C.
• Is Part Of: International journal of contemporary hospitality management. Volume 29:Issue 7(2017)
• Page Start: 1814
• Page End: 1833
• Publication Date: 2017-07-10
• Subjects: Brand image -- Hotel -- City image -- Image transfer -- Country-of-operation image -- Industry image; Hospitality industry -- Management -- Periodicals; 647.94068
• DOI: 10.1108/IJCHM-11-2014-0577
• Languages: English
• ISSNs: 0959-6119

Abstract

Abstract : Purpose: Building 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/approach: Based 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. Findings: Results reveal country, city and industry images positively influence hotel brand image. Hotel brand image then influences price perception, quality perception and overall satisfaction. Practical implications: Country-of-operation image remains a relevant, powerful predictor of brand image; thus, hotels need to carefully manage country-of-operation image. Originality/value: This paper incorporates and establishes the role of country-of-operation image on hotel brand image.