Hotels are becoming increasingly oriented towards developing relationships with their
consumers (patrons/guests), giving rise to a heavy focus on consumer-brand relationships in
tourism and hospitality research. This study examines the extent to which consumers'
perceived relationship orientations of hotel brands (ie, PBRO) influences their identification
with and anticipated emotions towards hotel brands, which in turn drives desirable
performance outcomes for hotels such as the share of wallet, consideration set size, and …

Enhancing hotel brand performance through fostering brand relationship orientation in the
minds of consumers …