The Perceived Value In Hotel: From The Cultural Awareness And Distance Perspectives

Customer Perceived Value (CPV) emphasizes researching customers' perception of products and service from the consumer's perspective. Ever since the concept of CPV was put forward, the research on CPV attracts more and more attention in the field of management and marketing, which includes its definition, its measurement dimensions, its driving factors and its relations with customer satisfaction and customer loyalty, and so on. Reviewing the literature of CPV from domestic and international core periodicals, the author finds that research on CPV definition and measurement dimensions; however, the research on CPV driving-factor is still progressing. Now it has become the most important and difficult direction of CPV research. The mainstreams of CPV theory identify "quality" and "price" as the two driving factors of CPV. However, CPV comes from customer's subjective perception of products and service, which is influenced by customer personal factors. Based on this point of view, this article explores the impact of the cultural background of hotel clients and customer's cultural awareness on CPV.The paper includes three sections. First of all, a literature review was made of the past relevant studies, and the conceptual model and hypotheses are suggested. Secondly, data were collected from the hotel customers who come from seven different areas by questionnaires, items of which were self-designed through interviews or extracted from classical scales and modified. Finally, with 232 hotel customers as the valid sample, the theoretical model and hypotheses were tested empirically by use of SPSS 16.0. The hypotheses were largely supported by the study. The main results are as follow:(1) A positive relationship exists between perceived quality and perceived value; also a positive relationship exists between perceived image and perceived value.(2) Cultural awareness shows positive moderate effects on the relation between perceived quality and perceived value, as well as that between perceived image and perceived value.(3) Cultural distance shows positive moderate effects on the relation between perceived quality and perceived value, while it shows negative moderate effects on the relation between perceived image and perceived value. Collectivism, low uncertainty avoidance, bigger power distance and masculinity show positive moderate effect on the relation between perceived quality and perceived value. High uncertainty avoidance show positive moderate effect on the relation between perceived image and perceived value.