A Study Of Luxury Hotel Advertisements And Consumers’concerns Based On Content Analysis

This paper examines luxury hotel print advertisements of China and consumers’ concerns with the method of content analysis. The content analysis coding framework is established with a comprehensive review of domestic and foreign literatures related to content analysis theory and application. Both manual analysis and computer aid software are used. At last, an exploratory disscusstion about the strategies of luxury hotel advertisements is conducted based on the consumers’concerns.The study of luxury hotel ads shows that most of the headlines of the advertisements are vague phrases and company names. Each advertisement contains an average of3.77information cues, and the most popular cues are customer care, and hotel generous services (such as room service, food and beverage, and recreation), and hotel special service-holiday spending. Illustrations are common used in Chinese hotel advertisements. The interiors of hotel without people as well as the staff of the hotels and customers are frequently used as illustrations.The study of hotel consumers’ concerns involves both manual analysis and computer software aid. In terms of the concumer concers’ form Ctrip, this paper conducts the frequency analysis of the most mentioned words and phrases, semantic network analysis, and the analysis of different consumer concers’ based on different tourism types. As for the concumer concers’form Daodao, the analysis is conducted based on the headlines, body content, and illustrations. Accordingly, consumers’ concerns are devided into three levels, namely core demands (location, stff, and guest room), specific demands (recreation, business meeting&conference, child-friendly, cleaness, price, food and beverage), and secondary demands (service, inner environment, customer care, hotel style, bathroom, and other demands).The research results suggest that the headlines of hotel advertisements do not do well in marketing the spotlights and decrease readers’ interest in reading on. The content of hotel ads are informative and well meet consumers’ specific demands and secondary demands, but do not perfectly meet consumers’ core demands. The illustions of hotel ads are responsive to consumers’ psychological and/or emotional demands, e.g., hotel style, staff.