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An examination of Marriott's entry into the Chinese hospitality industry: A Brand Equity perspective

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  • Wong, Tommy
  • Wickham, Mark

Abstract

Since the Open-Door Reforms and the “opening” of the Chinese market to foreign firms in the late 1970s, numerous Western firms have sought to enter and establish their presence as a market leader in their particular industry. Recently, there has been a call to develop a finer-grained understanding of the specific organisational factors required for international hotels attempting to leverage their brand(s) into China. This paper presents an analysis of Marriott's entry into the Chinese hospitality market, with a particular interest in the resources and capabilities that the company used to effectively manage their Brand Equity in that context. This paper presents an extended Brand Equity model that incorporates the six antecedent resources categories (financial capital, internal relationships, internal operating systems and programs, international brand reputation, human capital and domestic stakeholder relationships management) and five antecedent capabilities associated with the strategic management of Marriott's Brand Equity in the Chinese hospitality market.

Suggested Citation

  • Wong, Tommy & Wickham, Mark, 2015. "An examination of Marriott's entry into the Chinese hospitality industry: A Brand Equity perspective," Tourism Management, Elsevier, vol. 48(C), pages 439-454.
    • Handle: RePEc:eee:touman:v:48:y:2015:i:c:p:439-454
    DOI: 10.1016/j.tourman.2014.12.014
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    References listed on IDEAS

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    Cited by:

    1. Wong, Tommy & French, Linda & Wickham, Mark, 2016. "Knowledge-management issues in China’s hotel industry," Annals of Tourism Research, Elsevier, vol. 57(C), pages 257-259.
    2. Hanna Górska-Warsewicz & Olena Kulykovets, 2020. "Hotel Brand Loyalty—A Systematic Literature Review," Sustainability, MDPI, vol. 12(12), pages 1-34, June.
    3. Nyadzayo, Munyaradzi W. & Matanda, Margaret J. & Rajaguru, Rajesh, 2018. "The determinants of franchise brand loyalty in B2B markets: An emerging market perspective," Journal of Business Research, Elsevier, vol. 86(C), pages 435-445.
    4. Chung-Jen Wang, 2021. "Should I Stay or Should I Go? Linking Career Decision-Making Self-Efficacy to Intention to Stay in the Hospitality Industry Based on Internship Experience," Sustainability, MDPI, vol. 13(19), pages 1-20, September.
    5. Subramanian, Nachiappan & Gunasekaran, Angappa & Gao, Yanan, 2016. "Innovative service satisfaction and customer promotion behaviour in the Chinese budget hotel: an empirical study," International Journal of Production Economics, Elsevier, vol. 171(P2), pages 201-210.
    6. Shu Wang & Ying-Kai Liao & Wann-Yih Wu & Khanh Bao Ho Le, 2021. "The Role of Corporate Social Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and Purchase Intentions," Sustainability, MDPI, vol. 13(21), pages 1-19, October.

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