publication . Conference object . 2016

Consumer responses to promotional tools in hotels: A case study of Chinese consumers

null JennyWeichen; Marwa Gad Mohsen;
Open Access English
  • Published: 01 Jul 2016
  • Publisher: Global Alliance of Marketing & Management Associations
  • Country: United Kingdom
Abstract
The rapid growth of the Chinese tourism has stimulated competition within tourism-related industries, such as the hospitality industry. The purpose of this study is to examine the Chinese consumer reaction to different promotional tools used by hotels in China and, thus, to provide a deeper understanding for marketers of how to use sales promotion effectively to generate appropriate consumer responses. An experimental survey was administered yielding a total sample of 319 Chinese customers, who were probed using different types of sales promotion tools. Data analysis indicates that bonus packs (e.g. a 3-night stay at a hotel for the price of 2) induced the highe...
Subjects
free text keywords: GV, China, Sales promotion, Business, Marketing, Convenience sample, Hospitality industry, business.industry, Brand switching, Advertising, Tourism
Related Organizations
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publication . Conference object . 2016

Consumer responses to promotional tools in hotels: A case study of Chinese consumers

null JennyWeichen; Marwa Gad Mohsen;