Previous studies of this consumer group have identified that the preferred characteristics of luxury hotels for them five-star or better with an average daily rate that is at least twice the price of non-luxury hotels and more than US$185 per night (Gu, Ryan, & Yu, 2012 ), are subject to stringent inspection, fulfil customers' high expectations, and are in competition with other hotels of this quality. However, whether Chinese consumers have hedonic experiences in luxury hospitality locations, and what these are and what drives them is still under-researched both theoretically and practically (Zhang, Lee, & Xiong, 2019). This point has been identified in the Chinese consumers' luxury material purchases such as clothes and jewelry (Sun, D'Alessandro, & Johnson, 2014 Zhang & Kim, 2013). Wong and Ahuvia (1998) suggested that in East Asian societies, luxury plays a predominantly social symbolic role, minimizing private meaning and hedonic value, which are emphasized in the West. Current studies in this field have mainly focused on Western consumers while relatively little is known about the luxury hospitality consumers in newly rich countries, especially in East Asia, such as China. Given this strong performance, some studies have examined consumer behavior in the luxury hospitality context (Han & Hyun, 2013 Kim, Han, & Lee, 2001 Lee & Hwang, 2011 Walls, Okumus, Wang, & Kwun, 2011). The luxury segment of the hospitality industry has expanded at an unprecedented rate in recent years and is leading the development of the lodging industry (Chun, Yhang, & Kim, 2019 Yang & Cai, 2016). Thus, culture can be regarded as not only a cornerstone for innovative hotel design, but also a key element in attaining sustainable competitive advantage (Lee, 2011). In the hotel literature, previous research has also demonstrated that personalized and ‘lifestylized’ hospitality products and services can enhance customer satisfaction and loyalty (Pizam, 2015 Tussyadiah, 2014). Hotels can use local cultural features, art resources and other unique characteristics to attract customer attention, offering customers pleasant artistic and cultural experiences (Gruber, de Leon, George, & Thompson, 2015 Lee, 2015 McCleary, Lattimer, Clemenz, & Weaver, 2008). The results enhance the understanding of the mechanism by which cognitive cultural motivation and interest have significant effects on the emotional bonds that can form between consumers’ existential authenticity, hotel image and perceived value.Īpplying culture as the basis for product design and service innovation creates a unique competitiveness for hotels through exhibiting the value of the local culture it embodies (Lee, 2011 Tang, 2015 Trianasari, Butcher, & Sparks, 2018). It examined cultural motivation, cultural interest, and attitudes to experiential authenticity, hotel image, satisfaction and loyalty. A self-administered questionnaire was adopted for data collection from hotel consumers in the Six Senses Hotel Resort in China, registered as a UNESCO World Cultural Heritage Site. A conceptual framework is developed and examined to delineate how cultural travel motivation influences luxury hotel consumers' interest in cultural factors and in turn affects their existential authenticity, hotel image, perceived value, satisfaction, and brand loyalty. ![]() This study aims to address a gap in the hospitality literature by exploring how the multifaceted and richly blended nature of cultural elements in both Western and Eastern cultures is combined within luxury hotels to meet consumers' needs.
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