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Modelling Chinese consumer choice behavior with budget accommodation services

Song Yang (School of Marketing, University of South Australia, Adelaide, Australia)
Songshan (Sam) Huang (School of Business and Law, Edith Cowan University, Joondalup, Australia)
Gang Shen (Baitai Hotel Management Company, Shanghai, China)

International Journal of Culture, Tourism and Hospitality Research

ISSN: 1750-6182

Article publication date: 7 August 2017

Abstract

Purpose

This study aims to identify key factors influencing Chinese domestic travelers’ behaviors in hotel selection from a pool of budget hotel attribute-based factors and customer personal characteristics and determine the extent to which these factors impact on domestic Chinese travelers’ hotel selection preferences.

Design/methodology/approach

This study uses a discrete choice experimental design and a multinomial logit model to examine the key influential factors contributing to Chinese domestic travelers’ choice behavior to budget hotels. Both hotel attribute-based and personal trait factors were tested.

Findings

Results indicate that location, price and business functions were factors influencing guest choice behavior. For budget hotels, being located in the traditional central business districts and having a restaurant would leverage guest preference to stay. Among consumers’ personal characteristics, income, occupation, purpose of travel, personal attitude and past experience were found to be determinants of guest choice behavior.

Practical implications

This study contributes to the understanding of Chinese domestic travelers’ choice behaviors toward budget hotels and offers insights for industry practitioners to better design budget hotel products and service.

Originality/value

This research is the first that integrates hotel attributes with travelers’ characteristics and quantitatively evaluate the determinants affecting hotel choice behavior in China. The insights are of value academically to our understanding of cognitive mechanism underlying choice behavior.

Keywords

Citation

Yang, S., Huang, S.(S). and Shen, G. (2017), "Modelling Chinese consumer choice behavior with budget accommodation services", International Journal of Culture, Tourism and Hospitality Research, Vol. 11 No. 3, pp. 341-354. https://doi.org/10.1108/IJCTHR-02-2016-0019

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited