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PurposeThis study aims to investigate how and why traveling consumers choose globally branded/operated, instead of locally branded, hotels when traveling to another country.Design/methodology/approachBuilding on signaling theory, the authors conceptualize a model to explain the consumer process of selecting global hotel brands and test the model empirically with South Korean international consumers through a self-administered survey.FindingsThe data support the relationships of selected brand signals, such as brand credibility, brand liability, decision heuristic and anticipated satisfaction, with brand attitude and purchase likelihood.Practical implicationsThe results imply how global hotel brand managers could enhance the effect of global hotel branding on the consumer’s hotel choice.Originality/valueThe study adds to the literature by proposing a new, empirically supported model of global branding for the tourism and hospitality industry. |
