Cultural perspectives: Chinese perceptions of UK hotel service quality : WestminsterResearch

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Title	Cultural perspectives: Chinese perceptions of UK hotel service quality
Authors	Wang, Y., Royo Vela, M. and Tyler, K.
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.
Journal	International Journal of Culture, Tourism and Hospitality Research
Journal citation	2 (4), pp. 312-329
ISSN	1750-6182
Year	2008
Publisher	Emerald Publishing Limited
Digital Object Identifier (DOI)	https://doi.org/10.1108/17506180810908970
Web address (URL)	http://dx.doi.org/ 10.1108/17506180810908970
Published	2008

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