Whalen, Elizabeth ASisson, Annamarie D2024-06-132024-06-132022https://thuvienso.hoasen.edu.vn/handle/123456789/15341Research in Hospitality Management 2022, 12(2): 151–159Although hotel brands are well established in the industry, customers have not been educated about the different kinds of properties, nor has hotel structure been utilised as a functional marketing tool. Drawing on previous studies, the purpose of this study is to evaluate consumer branding preferences and willingness to pay because of co-branding and informed ownership, operational, or franchise branding. This two-part study looks at consumer awareness and consumer preferences in the first part through semi-structured interviews, and in the second part, an experimental survey. Results reveal that most travellers do not understand the difference between a corporate-owned and -managed hotel and a franchised hotel. Co-branding efforts for management and ownership companies were not significant in both value perceptions and willingness to pay. However, co-branding efforts by ownership companies with parent companies increased their guests’ willingness to pay.enconsumer awareness, differentiation, franchise, hotel structure, value perceptionArticle