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Chinese hoteliers' take on hotel co‐branding in China

Basak Denizci Guillet (School of Hotel and Tourism Management, Hong Kong Polytechnic University, Kowloon, Hong Kong)
Asli D.A. Tasci (School of Tourism Recreation and Sport Management, University of Florida, Gainesville, Florida, USA)

Tourism Review

ISSN: 1660-5373

Article publication date: 26 October 2012




This paper aims to explore Chinese hoteliers' perspectives on co‐branding between hotels and products of other industries or sectors.


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.


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.


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.



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.



Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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