• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
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    • E-mail: joebm.editor@gmail.com
HOME > Archive > 2015 > Volume 3 Number 2 (Feb. 2015) >
JOEBM 2015 Vol.3(2): 188-193 ISSN: 2301-3567
DOI: 10.7763/JOEBM.2015.V3.178

A Content Analysis of Hotel Advertisements in China

Li Ying-Zhou and Han Xing

Abstract—The competition of the hotel industry in China has become increasingly intensive because of the massive influx of international hotel chains and overbuilding of native hotels. This paper examines a total of 207 hotel print advertisements of China with the method of content analysis. Most of the headlines of the advertisements are vague phrases and company names. Each advertisement contains an average of 4.38 information cues, and the most popular cues are customer care, and public area & facilities. Illustrations are common used in Chinese hotel advertisements. The interiors of hotel without people as well as the staff of the hotels and customers are frequently used as illustrations. The research results suggest that Chinese hotel marketers should make good use of more effective and attractive headlines such as the third party endorsement and statistics. As consumers are paying more and more attention on the corporate social responsibility of the business organization, hoteliers should consider the publicity of their corporate social responsibility activities when preparing their advertisement plan.

Index Terms—Hotel advertisement, Chinese hotel, content analysis, information content.

Li Ying Zhou and Han Xing are with the Lanzhou University, China (e-mail: hanx2007@lzu.edu.cn).

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Cite: Li Ying-Zhou and Han Xing, "A Content Analysis of Hotel Advertisements in China," Journal of Economics, Business and Management vol. 3, no. 2, pp. 188-193, 2015.

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