Perception of local traveler contact people regarding luxury international and luxury domestic brand hotels in China

Dan Xue, Purdue University

Abstract

The present study aims to identify the perceptions of local traveler contact people regarding luxury international and luxury domestic hotels in China when they are recommending local luxury hotels to travelers. An extensive literature review indicated a need for further research in the field related to referral behavior, brand perception, and comparison of international brands versus domestic brands. A total of 307 local people in Nanjing were surveyed and the number of usable questionnaires was 220. Those surveyed include taxi drivers, secretaries, travel and convention/exhibition agency staff, and others involved in lodging referrals due to direct requests of travelers. To answer the research questions, factor analysis, multiple regression, and logistic regression were conducted. Results indicated that gender, income, educational level, and job category are the main factors that affect traveler contact people's perceived hotel image. Additionally, local traveler contact people's recommendation preferences were significantly affect by hotel culture-related background, reputation, and what benefits the hotel provided. The findings have practical implications for improving local people's brand perception toward both international hotel brands and domestic hotel brands.

Degree

M.S.

Advisors

Adler, Purdue University.

Subject Area

Business administration|Asian Studies|Recreation

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