Influence of Star Rating and Ownership Structure on Brand Image of Mainland China Hotels

Jingxian Jiang, Ulrike Gretzel, Chun Hung Roberts Law

Research output: Journal article publicationJournal articleAcademic researchpeer-review

20 Citations (Scopus)


This study presents the brand image of hotels in Mainland China perceived by international travelers using a content-analysis of online hotel reviews. Cai's (2002) 3A (Attributes, Affective and Attitudes) model of destination image was adapted to fit the hotel brand image context and used to code reviews of hotels in major Mainland Chinese cities. The study further hypothesized that brand image components were significantly influenced by ownership structures and ratings of hotels. Results showed that the three hotel brand image dimensions could be extracted from the hotel reviews and varied across hotel types and hotel star-ratings.
Original languageEnglish
Pages (from-to)69-94
Number of pages26
JournalJournal of China Tourism Research
Issue number1
Publication statusPublished - 1 Jan 2014


  • affective image
  • brand image
  • hotel attributes
  • hotel image
  • Hotels in Mainland China
  • intentions to return
  • online travel reviews
  • ownership structures
  • star rating

ASJC Scopus subject areas

  • Cultural Studies
  • Language and Linguistics
  • Linguistics and Language
  • Tourism, Leisure and Hospitality Management

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