Cultural perspectives: Chinese perceptions of UK hotel service quality
International Journal of Culture, Tourism and Hospitality Research
ISSN: 1750-6182
Article publication date: 10 October 2008
Abstract
Purpose
The purpose of this paper is to assess Chinese tourists' perceptions of the UK hotel service quality, and to analyze the role of Chinese culture in influencing their expectations and perceptions.
Design/methodology/approach
An adapted SERVQUAL questionnaire for measuring hotel service quality attributes, and paired t‐test and the Mann‐Whitney test for data analysis were used in the study.
Findings
The main findings fully support the hypotheses developed, and reveal a number of shortfalls, particularly on the empathy, reliability and tangible dimensions, in UK hotel services, which have led to negative consumers' experiences.
Research limitations/implications
Future study requires a larger sample size with more sophisticated statistical analysis, and also additional emphasis on the price/value relationship for hotels themselves, and the hotel category.
Practical implications
These are implications for the UK hotel marketers, managers, and employees, who may use the findings to adapt services to capitalize on the potential of Chinese outbound travel to the UK.
Originality/value
This exploratory study provides fresh insights on the interrelationships of cultural influences and customers' evaluations of service quality.
Keywords
Citation
Wang, Y., Royo Vela, M. and Tyler, K. (2008), "Cultural perspectives: Chinese perceptions of UK hotel service quality", International Journal of Culture, Tourism and Hospitality Research, Vol. 2 No. 4, pp. 312-329. https://doi.org/10.1108/17506180810908970
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited