ESCP Europe

Langue

English

Publication year

15/01/2019

Highlights • Assessment of social media strategies of domestic and international hotel chains in China. • Luxury consumers are more likely to choose international hotel chains. • International hotels pay more attention to improving response strategies than domestic hotels. • Response management strategy is an effective way for managers of Chinese hotels to improve customer satisfaction. • Limited effect for hotels with international brands due to content restrictions and language barrier. 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. [ABSTRACT FROM AUTHOR]