Hotel advertisements in china: A content analysis

Wai Sum SIU*, Man Yi Fung

*Corresponding author for this work

    Research output: Contribution to journalJournal articlepeer-review

    15 Citations (Scopus)


    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.

    Original languageEnglish
    Pages (from-to)99-108
    Number of pages10
    JournalJournal of Professional Services Marketing
    Issue number2
    Publication statusPublished - 1 Dec 1998

    Scopus Subject Areas

    • Business, Management and Accounting (miscellaneous)


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