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

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...