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.