The impact of culture on eComplaints : evidence from Chinese consumers in hospitality organisations

Norman Au, Chun Hung Roberts Law, D. Buhalis

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic research


Culture plays an important role in determining how product/service consumption is evaluated and the resulting complaining behaviour when dissatisfaction occurs. At present, the rapid advancement of web 2.0 technologies enabled hotel customers to use them easily for reporting negative experiences on the Internet. The purpose of this study is to investigate the cultural impacts on e-complaint by Mainland Chinese and non-Chinese hotel customers. Through content analysis of 964 individual complaint cases reported on TripAdvisor and Ctrip travel review websites for Hong Kong hotels, nine e-complaint categories were identified and compared. Mainland Chinese customers were found having far less complaint items in almost all complaint categories comparing to the non-Chinese customers. A two-way contingency table analysis further revealed that a significant relationship is found between e-complaint categories and room rates in the case of Mainland Chinese customers. The implications of the findings are discussed and future cultural e-complaint research for the hospitality industry is suggested.
Original languageEnglish
Title of host publicationInformation and communication technologies in tourism 2010 : proceedings of the International Conference in Lugano, Switzerland, February 10-12, 2010
Number of pages12
ISBN (Electronic)9783211994078
ISBN (Print)9783211994061
Publication statusPublished - 2010
EventInternational Conference on Information and Communication Technologies in Tourism -
Duration: 1 Jan 2010 → …


ConferenceInternational Conference on Information and Communication Technologies in Tourism
Period1/01/10 → …


  • Culture
  • Complaints
  • E-complaints
  • Mainland Chinese
  • Hong Kong
  • Hotels

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