The competition of China's hotel industry had become much more intensive since China adopted the open door policy in 1979. This paper reports a content analysis of 232 hotel print advertisements of China. Most of the advertisements use the third party endorsement headline. Two most common information cues are availability and components. Chinese hotel advertisement often use exteriors of the hotel as illustration. The research results suggest that Chinese hoteliers should also consider make good use of other types of headline, for example statistics or promise. As hotel operations highly involve person-to-person contact, illustration with people may also be used to attract customers' attention.
Scopus Subject Areas
- Business, Management and Accounting (miscellaneous)