Perceived Image Study Of Bontique Hotels

With its unique features,boutique hotels have been increasingly favored by domestic and foreign customers.The previous literature lacks attention to the perceived image of boutique hotel customers.In a cross-cultural context,traditional research methods such as questionnaires and interviews have significant limitations due to the number of data,the time/space span of data,and the richness of data.Therefore,based on textual big data,this study adopted keyword analysis,social network analysis,sentiment analysis,visual analysis,correlation analysis and regression analysis to analyze perceived image of boutique hotel customers from cross-cultural and destination image perspective with following conclusions:First of all,the perceived image of customers from different cultural backgrounds,the relationsip between cognitive image and affective image,and customer's sentiment all had significant differences.The result showed that customers from mainland China were most concerned with intangible factors such as "service",while foreign customers were most concerned with tangible factors such as "room"/"catering";the dimensions of cognitive image and affective image of Chinese customers were more rich than those of foreign customers;as for the emotion intensity,Chinese customers were more accustomed to expressing positive emotions and less negative emotions.Foreign customers were more direct in expressing both positive and negative emotions.The relationship between cognitive image and affective image were significantly different between Chinese and foreign customers,as well as custimer's sentiment.Second,cultural differences were the cause of the differences in perceived images of customers from different cultural backgrounds.Based on Hofstede's cross-cultural theory,power distance had significant negative correlations with individualism,uncertainty avoidance and indulgence,while it had a significant positive correlation with long-term orientation;individualism showed significant positive correlations with uncertainty avoidance and indulgence,while it showed a significant negative correlation with long-term orientation;uncertainty avoidance showed a significant negative correlation with long-term orientation,while it showed a significant positive correlation with indulgence;long-term orientation had a significant negative correlation with indulgence.In addition,power distance and long-term positioning were positively correlated with perceived image;individualism,uncertainty avoidance and indulgence were negatively correlated with perceived image.Finally,cultural distance negatively regulated the relationship between perceived image and customer satisfaction.Service image has the greatest impact on satisfaction,followed by room image and design image.The least impact on satisfaction was food image.Intangible aspects had a greater impact on overall customer satisfaction than tangible aspects.cultural distance negatively regulated the relationship between perceived image and customer satisfaction.The main contributions of this research were as follows:Firstly,it revealed the different perceived images,the different relationships between cognitive images and emotional images,and the different sentiment of customers from different cultural background.Secondly,the introduction of cross-cultural theory into the research field of destination image explored the correlation between cultural dimension and perceived image,providing a new understanding of the differences in perceived image of customers with different cultural backgrounds.Thirdly,it examined how cultural distance regulated the relationship between perceived image and customer satisfaction,enriching the internal relationships between variables related to consumer behavior.Fourth,this study deepened the understanding of customer heterogeneity.The study was a valuable exploration of why customers in different cultural background produce heterogeneous behavior.Practically,by digging into the heterogeneity characteristics of boutique hotel customers in five different countries and regions,the study provided valuable implications in the aspects of more effective big data management and market positioning for the hotel industry.