Abstract This study assesses social media content produced by customers and related review-management strategies of domestic and international hotel chains in Mainland China. Descriptive statistical methods and multilevel regression are… Click to show full abstract
Abstract This study assesses social media content produced by customers and related review-management strategies of domestic and international hotel chains in Mainland China. Descriptive statistical methods and multilevel regression are employed. The results suggest that: (a) luxury consumers are more likely to choose international hotel chains; (b) international hotels pay more attention to improving response strategies than domestic hotels do; and (c) a response-management strategy is an effective way for managers of Chinese hotels to improve customer satisfaction but shows only a limited effect for hotels with international brand origins. Relevant implications are provided for the hotel industry.
               
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