Abstract
Purpose – The purpose of this paper is to investigate consumer motivations to boutique hotels in Xiamen, China with the push-pull theory. Design/methodology/approach – The survey for this study was conducted in boutique hotels in Xiamen, China. Findings – The results indicated identified “uniqueness-seeking,” “interpersonal experience,” and “social networking” as the primary push motivations and “decoration & theme” and “site value” as the primary pull motivations. Originality/value – The study is anticipated to provide the industry practitioners in boutique hotels marketing strategies such as positioning, packaging, and advertising.
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