Fashionable hospitality: A natural symbiosis for Hong Kong's tourism industry?

Asli D.A. Tasci, Basak Denizci Guillet

Research output: Journal article publicationJournal articleAcademic researchpeer-review

20 Citations (Scopus)


Despite the well-accepted synergy between shopping and tourism, co-branding between hotels and retail brands has not been realized by either academia or practitioners. Considering the international recognition of retail brands, hotel and retail co-branding may be a sustainable competitive advantage, especially in shopping destinations such as Hong Kong. Using a one-shot cross-sectional design, this study investigated potential consumer reactions and preferences about likely hotel and retail co-branding in Hong Kong and mainland China. Findings indicated several opportunities as well as threats for hotels and retail brands as well as the need to understand specific markets, especially mainland Chinese before venturing into hotel and retail co-branding. Practical implications and future research suggestions are provided.
Original languageEnglish
Pages (from-to)488-499
Number of pages12
JournalInternational Journal of Hospitality Management
Issue number3
Publication statusPublished - 1 Sep 2010


  • Brand consumption
  • China
  • Co-branding
  • Hong Kong
  • Shopping tourism

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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