TRAVELERS' TAKES ON HOTEL-RESTAURANT CO-BRANDING: INSIGHTS FOR CHINA

Co-branding, or the collaboration of two or more brands to reach the objectives of all brands involved, is a strategic business option for many hotels and restaurants in the Western world, especially the United States and Europe. But many questions remain unanswered about hotel-restaurant co-branding in the Eastern world, especially in China, one of the world's fastest growing and most promising tourism markets. As a new venue of inquiry within tourism and hospitality, co-branding has been investigated by only a few researchers, and mainly from the perspective of the industry in the West. The objective of the current study was to shed light on consumer perspectives in the East and to examine empirically how hotel-restaurant partnerships in China are potentially perceived by consumers of diverse characteristics. The findings indicate several opportunities, as well as threats, for both hotels and restaurants as potential co-branding partners in the Chinese market. The research and the practical implications are provided.