Global Value Perceptions: The Case of Luxury Hotels

Abstract

This exploratory study analyses value perceptions of luxury hotels in cross-cultural contexts. Value perceptions between the two biggest luxury consumer groups, Americans and Chinese, are compared in the context of the upscale hotel business. Based on an established conceptual framework, this study uses the phenomenological approach, first introduced by C. E. Moustakas in 1994, to compare data from in-depth interviews exploring the perceptions of luxury hotels. The findings suggest adjustments to existing luxury frameworks to recognize tangible and intangible characteristics upscale hotels might consider when driving brand value and reputation. Offers, amenities, and services differ in value perception in ways previous studies did not address.