EXAMINING HOTEL BRANDING IN CHINA: A MULTI-LEVEL APPROACH

• 作 者: QuXiao[1]HuiminGu[2]XiuchenBai[3]
• 出 处: 第七届中国旅游论坛——旅游与可持续发展
• 发表日期: 2011年期

@@ RESEARCH BACKGROUND Brand management is an important topic in both research and practice within the field of business administration in general, and in the field of hospitality management in particular. Literature has revealed that a brand is affected by and creates value to the brand owners (i.e., hotel chains & franchisors) and brand users (i.e., hotel guests). From a company’s perspective, brands are both important assets and tools that companies use to grow their businesses and achieve competitive advantages in the marketplace. In delivering and maintaining the brand promise, employees are believed to be the most essential force for a company’s organizational communication and corporate branding efforts. A brand’s success is ultimately defined by the customer who purchases and experiences the brand.