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

Abstract

Despite the well-accepted synergy between shopping and tourism, co-branding between hotels and retail brands has not been leaked by cutlet academia cm 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 heroic venturing into hotel and retail co-branding Practical implications and future research suggestions ale provided (C) 2009 Elsevier Ltd All rights reserved