The study on hotel chain branding in mainland China

Pao Yue-kong Library Electronic Theses Database

The study on hotel chain branding in mainland China


Author: Wu, Hong
Title: The study on hotel chain branding in mainland China
Degree: M.Sc.
Year: 2002
Subject: Hotel chains -- China
Hospitality industry -- China
Hong Kong Polytechnic University -- Dissertations
Department: Multi-disciplinary Studies
School of Hotel and Tourism Management
Pages: vii, 76 leaves : ill. ; 30 cm
Language: English
InnoPac Record:
Abstract: With tourism industry development in China, hospitality industry plays important role in national economy. Hotel chain branding as a new phenomenon in China hospitality industry, attracts interest from both public and private sectors. Hotel chain branding helps organizations expand business scale and raise competitiveness in marketplace. However, studies justifying the role of hotel chain branding in China are scant. Qualitative and quantitative method conducts in this study in order to examine hotel chain branding performance in China. The literatures examines branding from five dimensions: general understanding of branding, branding in tourism, branding in hospitality, government guideline and policy, and branding choice/China. These underlying approaches provided theory basis for the following research. A questionnaire and interview applied in the study so as to collect first-hand data and all the surveyed hotels are classified into four groups to explore the gaps in various types of hotel in China hospitality industry. Statistical Package for the Social Science (SPSS) employed to process the data ANOVA and multiple comparison were adopted in group one, and independent samples test conducted in rest of three groups Frieman-test evaluated each item in questionnaire. The findings from this study is meaningful and applicable for China hospitality industry, therefore, this study established a platform for hospitality industry to take countermeasures for future branding in China hospitality industry.

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