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Independent travelers’ niche hotel booking motivations: the emergence of a hybrid cultural society

Independent travelers’ niche hotel booking motivations: the emergence of a hybrid cultural society

Ying, Shun, Wang, Wanfei, Mejia, Cynthia, Wang, Youcheng, Qi, Xiaoguang and Chan, Jin Hooi ORCID: 0000-0002-6275-9763 (2020) Independent travelers’ niche hotel booking motivations: the emergence of a hybrid cultural society. International Journal of Hospitality Management, 89:102573. ISSN 0278-4319 (doi:https://doi.org/10.1016/j.ijhm.2020.102573)

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Abstract

This study attempts to examine travel motivations from a hybrid cultural perspective in the context of Chinese niche hotels. Using an in-depth netnographic methodology, the paper analyzed 659 online reviews on 12 niche hotels from 6 travel websites to identify the motivations of Chinese independent travelers’ hotel selection. The research findings revealed that travelers’ motivations include the following: attractive environment, quality, uniqueness, spiritual well being, traditional architecture, family togetherness, foreign style offerings and service, luxury amenities, and entertainment. These motivations can be classified into modern Chinese cultural motivations, traditional Chinese cultural motivations and foreign cultural motivations. The study identifies the characteristics of the market segment of Chinese independent travelers and offers valuable insights into the role of this emergent travel group. Theoretical implications Management implications are discussed, and marketing suggestions are made to better understand what attracts this growing market segment in China.

Item Type: Article
Uncontrolled Keywords: niche hotel market, hybrid motivation, social media, culture, netnography
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Systems Management & Strategy
Faculty of Business > Networks and Urban Systems Centre (NUSC)
Faculty of Business > Networks and Urban Systems Centre (NUSC) > Supply Chain Management Research Group
Last Modified: 30 Jun 2020 13:02
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
Selected for REF2021: REF 6
URI: http://gala.gre.ac.uk/id/eprint/28287

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