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

Seonjeong (Ally) Lee (Kent State University, Kent, Ohio, USA)
Haemoon Oh (Department of Hospitality and Tourism Management, University of Massachusetts Amherst, Amherst, Massachusetts, USA)
Cathy H.C. Hsu (School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 10 July 2017

Issue publication date: 10 July 2017




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.


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.


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.


This paper incorporates and establishes the role of country-of-operation image on hotel brand image.



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.



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