Online Complaining Behavior in Mainland China Hotels: The Perception of Chinese and Non-Chinese Customers

Norman Au, Dimitrios Buhalis, Chun Hung Roberts Law

Research output: Journal article publicationJournal articleAcademic researchpeer-review

57 Citations (Scopus)


Examining hotel customer feedback is vital for effective service recovery and improvement. The main objective of this study is to analyze online complaints about hotels in Mainland China and to examine the relationship between culture and other factors that affect the intention to complain online. Content analysis was performed for 822 complaints about hotels in major Chinese cities drawn from TripAdvisor and Ctrip. Complaints made by Chinese and non-Chinese customers were compared and 11 major complaint categories were identified. A two-way contingency table analysis demonstrated that traveler age, hotel price, and travel partner significantly influenced the online complaints made.
Original languageEnglish
Pages (from-to)248-274
Number of pages27
JournalInternational Journal of Hospitality and Tourism Administration
Issue number3
Publication statusPublished - 1 Jan 2014


  • complaints
  • e-complaints
  • hotel
  • mainland China
  • online

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

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