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
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...
free text keywords: GV, China, Sales promotion, Business, Marketing, Convenience sample, Hospitality industry, business.industry, Brand switching, Advertising, Tourism
Related Organizations
26 references, page 1 of 2

Ailawadi, K.L., Beauchamp, J.P., Donthu, N., Gauri, D.K., & Shankar, V. (2009). Communication and promotion decisions in retailing: a review and directions for future research. Journal of Retailing, 85, 1, 42-55. [OpenAIRE]

Alba, J. W., Mela, C. F., Shimp, T. A., & Urbany, J. E. (1999). The effect of discount frequency and depth on consumer price judgment. Journal of Consumer Research, 26(Sept.), 99-114. [OpenAIRE]

AtKearney (2013). China's hospitality industry: Rooms for growth. Retrieved from: y.pdf/72ed00fb-1cad-4798-a1a1-1552604bc72e

Belch, G.E., Belch, M.A., Kerr, G., & Powell, I. (2009). Advertising & promotion: an integrated marketing communication perspective. Sydney: McGraw Hill.

Blattberg, R. C., & Neslin, S. A. (1990). Sales promotion: Concepts, methods, and strategies. Englewood Cliffs, NJ: Prentice Hall.

Bojanic, D. C. (1996). Consumer perceptions of price, value and satisfaction in the hotel industry: An exploratory study. Journal of Hospitality & Leisure Marketing, 4(1), 5-22.

Brassington, F., & Pettitt, S. (2000). Sales Promotion, Principles of Marketing, 2nd ed. FT Prentice Hall, Harlow, 642-685.

Buil, I., de Chernatony, L., & Martínez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), 115-122.

Callan, R. J., & Kyndt, G. (2001). Business travellers' perception of service quality: a prefatory study of two European city centre hotels. International Journal of Tourism Research, 3(4), 313-323.

Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64 (4), 65-81. [OpenAIRE]

China Travel News (2015, October 20). RevPAR in China's hotel industry grows only 1.4% in first eight months of 2015. Retrieved from:

China National Tourist Office (2014) China in brief. Retrieved from:

d'Astous, A., & Jacob, I. (2002). Understanding consumer reactions to premium-based promotional offers. European Journal of Marketing, 36(11/12), 1270-1286. [OpenAIRE]

DelVecchio, D., Henard, D. H., & Freling, T. H. (2006). The effect of sales promotion on post-promotion brand preference: A meta-analysis. Journal of Retailing, 82(3), 203-213. [OpenAIRE]

Gilbert, D.C. & Jackaria, N. (2002). The efficacy of sales promotions in UK supermarkets: a consumer view. International Journal of Retail& Distribution Management, 30(6), 315-322. [OpenAIRE]

26 references, page 1 of 2
Powered by OpenAIRE Open Research Graph
Any information missing or wrong?Report an Issue
publication . Conference object . 2016

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

null JennyWeichen; Marwa Gad Mohsen;