Brand Evaluation of Foreign versus Domestic Luxury Hotels by Chinese Travelers

Studies have shown that consumers in emerging markets, when compared with counterparts in developed markets, have more favorable performance evaluations of, and behavioral intention for, products imported from developed markets. On the other hand, there is growing evidence suggesting that foreign brands are not necessarily preferred, and Western products have declined in symbolic value in China. Since almost all prior research has occurred in the context of tangible consumer goods, the current study examined perceived brand performance of foreign and domestic luxury hotels among Chinese domestic travelers. Data were collected via a questionnaire survey from 304 guests staying in 11 domestic brand hotels and 307 guests staying in 15 foreign brand hotels. Results showed that respondents had similar brand performance ratings of the two hotel groups, and they were similarly satisfied regardless of the type of hotel visited. The academic contribution of the study and practical implications of the results are discussed.