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Restaurants affiliated with the hotel industry play an important role in increasing revenue and responding effectively to customer expectations. This paper examines how perceived value relates to intention to purchase (ITP) in the context of hotel restaurant dining using a quantitative approach involving multiple regression analysis. In addition, the findings indicate that there are three significant key variables that positively contribute to ITP: perceived brand image, perceived quality and perceived sacrifice (both monetary and non-monetary price).

This study investigates the relationship between perceived brand fit and intention to purchase in the context of a co-branded hotel-restaurant. In particular it examines if co-branding of a hotel in a Thai hotel chain with an independently owned theme restaurant stimulates intention to purchase among hotel guests. This study was conducted using a survey of hotel guests in public areas on the hotel premises. Data regarding guest perceptions of brand fit was analysed using multiple regression and the chi-square test. The findings indicate that two components of perceived brand fit, namely perceived fit (overall) and complementary fit (in terms of product usage and product goals), are statistically significant and positively related to intention to purchase. Theoretical conclusions regarding a co-branding model are discussed and managerial implications for development of an appropriate hotel-restaurant co-branding marketing strategy are provided.

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While tourist destination brand development is well documented, there is little research on the process of brand image development concept. The aim of this study is to examine what is the concept of tourist destination brand image development based on a case study from the Southland (SL) region of New Zealand (NZ). A qualitative approach was adopted using face-to-face interviews with stakeholders within the SL, NZ. Participants considered that brand concepts, such as the name or symbol that represents the region, should be based on local geographical attractions. Furthermore, the uniqueness of product, place, and local attributes and experiences should be used in creating a brand image; finally, the events and festivals held by locals annually. This study contributes to a destination marketing strategy and indicates that those involved in brand development should seek to understand how attribute–holistic, functional–psychological, and common–unique help in destination brand image development. It makes a managerial contribution by better understanding the way to implement the destination brand image and hence improve marketing effectiveness by maximizing the benefit to all stakeholders, including customers, employees, shareholders, suppliers, and nonprofit organizations.