A comparative study of Chinese consumers' perceptions of Chinese and American branded hotels

Wenjing Gao, Purdue University


In recent years, China's prosperous economy and large consumer market have attracted investment from Chinese and American hotel companies. During this time Chinese consumers have become increasingly sophisticated in their expectations of hotel services and interested in sharing their experiences and opinions on Internet. The present study explores Chinese consumers' different perceptions between Chinese and American branded hotels, by examining 200 online consumer reviews pertaining to 20 four-star and higher level Chinese and American branded hotels in Shanghai and Beijing. All data is analyzed by qualitative content analysis method for comprehensive interpretation of Chinese consumers' perceptions. Online feedback behaviors of Chinese consumers and differences between hotels in Shanghai and Beijing are discussed as well. Suggestions for Chinese and International hotel companies are proposed.^




Jonathon Day, Purdue University.

Subject Area

Business Administration, Marketing|Sociology, Theory and Methods|Information Science|Recreation

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