Abstract
This study assesses social media content produced by customers and related review-management strategies of domestic and international hotel chains in Mainland China. Descriptive statistical methods and multilevel regression are employed. The results suggest that: (a) luxury consumers are more likely to choose international hotel chains; (b) international hotels pay more attention to improving response strategies than domestic hotels do; and (c) a response-management strategy is an effective way for managers of Chinese hotels to improve customer satisfaction but shows only a limited effect for hotels with international brand origins. Relevant implications are provided for the hotel industry.
Original language | English |
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Pages (from-to) | 528-537 |
Number of pages | 10 |
Journal | International Journal of Hospitality Management |
Volume | 77 |
DOIs | |
Publication status | Published - Jan 2019 |
Keywords
- Brand origin
- E-Wom
- Hotel branding
- Luxury
- Online reviews
- Reputation management
ASJC Scopus subject areas
- Tourism, Leisure and Hospitality Management
- Strategy and Management