Abstract
Global brands for five-star hospitality firms such as Sheraton, Hilton, Marriot, Inter-continental, and Shangri-La were examined to scrutinize the determinants of global five-star hotel brands by exploring brand awareness, brand preference and brand association. Multi-methodological approach addresses the determinants of global five star hotel brands with a perspective in Sri Lanka, an emerging tourism small island to answer several questions: (1) how do global consumers of different cultural and different geographical regions and domestic Sri Lankan consumers evaluate global five star hotels brands differently? (Brand Awareness) (2) what determines their preference for global five-star hotels brands? (Brand Preference); and (3) how do different types of services associated with global five-star hotels brands influence consumer preferences? (Brand Association). JEL: D11; D12; L83 Article visualizations:
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