How do domestic and international high-end hotel brands receive and manage customer feedback?

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.