Understanding positive and negative Portuguese luxury hotels attributes from Japanese and Chinese customers

Abstract

Purpose –This study examines the service quality of luxury hotels operating in Lisbon, identifying the factors behind Japanese and Chinese customers’ satisfaction. Theoretical framework – Expectations of hotel hospitality are influenced by personal factors (Ariffin and Maghzi, 2012). Compared with Western, Asian tourists prefer the basic and practical aspects of service (Tsang and Ap, 2007). In Portugal, the Asian market has been seen as predominantly Chinese, but Chinese and Japanese customers are pleased by different attributes (Liu et al., 2017). Methodology – Reviews of 1.354 hotel guests (538 Japanese; 816 Chinese) from “booking.com” for Lisbon luxury hotels. Content analysis was applied to identify keywords classified according to the Balanced Scorecard dimensions. Findings – The study reveals common categories for hotels (positive and negative), falling into six dimensions: location, facilities, room, breakfast, staff-service, finance. Chinese consider more important location, room features, facilities, and price or value for money. Japanese put more emphasis on staff-service, properly functioning equipment with clear instructions, bathtub, and privacy. Implications – Hotel managers and frontline employees must be aware of the influence culture differences have on tourists’ perceptions and behaviour. Cross-cultural training is needed to identify specific attributes of service and relational service to answer guests’ needs and expectations and minimize dissatisfaction. Originality – This study contributes to the understanding of differences in satisfaction and dissatisfaction with hotel attributes between Japanese and Chinese customers, demonstrating that hotels strategy should account for the customer country of origin and specific culture.