A cross-cultural analysis of customer perception towards hotel service quality and behavioral intention

The purpose of this study was to examine how cultural dimension related to service quality and behavioral intention in tourist hotel industry. To investigate this issue, 761 tourists visiting Beijing were interviewed. These tourists included 195 Chinese, 189 Korean, 192 Japanese and 185 American. Results from this study suggested that there were cross-cultural differences toward service quality dimensions and the relationships between service quality and behavioral intention dimensions. Results also showed that cultural dimensions are related to service quality dimensions. This study may enhance both efficiency and effectiveness in international hotel management. Managerial implications of this study could be used to allocate managerial resources and develop international marketing strategies for dealing with culturally diverse customers in hotel industry.