Abstract
This study presents the brand image of hotels in Mainland China perceived by international travelers using a content-analysis of online hotel reviews. Cai’s (2002) 3A (Attributes, Affective and Attitudes) model of destination image was adapted to fit the hotel brand image context and used to code reviews of hotels in major Mainland Chinese cities. The study further hypothesized that brand image components were significantly influenced by ownership structures and ratings of hotels. Results showed that the three hotel brand image dimensions could be extracted from the hotel reviews and varied across hotel types and hotel star-ratings.
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