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

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.

Citation

Lee, S.(A)., Oh, H. and Hsu, C.H.C. (2017), "Country-of-operation and brand images: evidence from the Chinese hotel industry", International Journal of Contemporary Hospitality Management, Vol. 29 No. 7, pp. 1814-1833. https://doi.org/10.1108/IJCHM-11-2014-0577