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

Seonjeong (Ally) Lee, Haemoon Oh, Cathy Hui-chun Hsu

Research output: Journal article publicationJournal articleAcademic researchpeer-review

17 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)1814-1833
Number of pages20
JournalInternational Journal of Contemporary Hospitality Management
Issue number7
Publication statusPublished - 1 Jan 2017


  • Brand image
  • City image
  • Country-of-operation image
  • Hotel
  • Image transfer
  • Industry image

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

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