An Exploration of Chinese Customer Satisfaction Factors in 4-star Hotels in Auckland
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According to the New Zealand Trade and Enterprise “Regional Hotel Market Analysis and Forecasting” report from 2016, 4-star plus hotels are most popular with all markets except for the Chinese market, which currently prefers 4-star hotels. The Chinese tourist market is a potential market for 4-star hotels in Auckland. Therefore, the aim of this study is to understand Chinese customer satisfaction with 4-star hotels in Auckland. Chinese customers’ online reviews of 4-star hotels in Auckland on TripAdvisor were used to find out what factors affect their satisfaction with 4-star Auckland hotels. A total of 257 online reviews from Chinese customers on TripAdvisor were collected, providing data on 11 4-star hotels in Auckland. A qualitative approach was used, and a content analysis used to analyse the data. According to the results of this study, the main factors that Chinese customers are satisfied with in 4-star hotels in Auckland, are service, rooms, location and the restaurant. These are the main factors influencing their reasons to choose 4-star hotels in Auckland. There are also other factors worth noting, namely price, public areas, free parking, beds and bars. The results are very useful for 4-star hotels and can help them to improve Chinese customer satisfaction. The conclusions of this study can also help in the analysis of the Chinese market in the hospitality industry in Auckland.