ANALYZING THE CUSTOMER-PERCEIVED VALUE OF CULTURAL AND CREATIVE HOTELS

 

Tsung-Yu Chou
Department of Distribution Management
National Chin-Yi University of Technology, Taiwan
This email address is being protected from spambots. You need JavaScript enabled to view it.

An-Chi Liu*
Department of Circulation Economy, Fujian Business University,
Fujian Province 350016, China
*Corresponding author. This email address is being protected from spambots. You need JavaScript enabled to view it.

 

Abstract

Combining the Means-End Chain theory and using open-ended questionnaire, 50 indi-vidual hotel customers were interviewed by one-to-one in-depth laddering interviews. By the link structure of Means-End Chain (MEC), the customers were guided from low-level attributes and results to high-level values of consumer experience. Subse-quently, a Hierarchical Value Map (HVM) was created to sum up the ultimate purpose of cultural and creative hotel guests according to the definitions of attribute, result, and value.

By using the results of content analysis, the HVM was drawn to show the relationships among concepts. The results revealed that in addition to the attribute of reasonable pric-es, tourists inclined towards experience with the environment and catering and itinerary services. Therefore, it was concluded that blissful value is the most important value perception for cultural and creative hotel customers. Marketing implications and future research directions were recommended at the end of this study.

Keywords: Cultural and Creative Hotel, MEC, HVM

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