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Examination of Website Language Strategies Adopted by Five-Star Hotels in China: A Corpus Approach

by 1,* and 2
1
School of Economics and Management, Hangzhou Normal University, Hangzhou 311121, China
2
School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Kowloon 999077, Hong Kong, China
*
Author to whom correspondence should be addressed.
J. Theor. Appl. Electron. Commer. Res. 2021, 16(4), 1066-1078; https://doi.org/10.3390/jtaer16040060
Received: 16 February 2021 / Revised: 3 March 2021 / Accepted: 10 March 2021 / Published: 19 March 2021
(This article belongs to the Section Digital Marketing and the Connected Consumer)
Hotel websites are vital information channels for potential customers. Hence, their readability and attractiveness play a key role in online marketing for hotels. This study attempts to investigate how hotels use language strategies to better market themselves online. This study first proposes an analytical framework on the basis of appraisal theory, which aims to reveal the hidden mechanism by hotels in building interpersonal relationships, and uses such a framework to explore online language strategies used by five-star hotels in China. The general language strategy and the corresponding preference in the use of such a strategy amongst hotels are identified. Theoretical contributions and managerial implications are generated on the basis of the findings and analysis. It is among the early studies to modify appraisal theory to analyze tourism and hospitality text data and to adopt the corpus approach to explore the hidden mechanism of language use. View Full-Text
Keywords: appraisal theory; China’s five-star hotels; corpus approach; hotel website; language strategies appraisal theory; China’s five-star hotels; corpus approach; hotel website; language strategies
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MDPI and ACS Style

Qian, J.; Law, R. Examination of Website Language Strategies Adopted by Five-Star Hotels in China: A Corpus Approach. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 1066-1078. https://doi.org/10.3390/jtaer16040060

AMA Style

Qian J, Law R. Examination of Website Language Strategies Adopted by Five-Star Hotels in China: A Corpus Approach. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(4):1066-1078. https://doi.org/10.3390/jtaer16040060

Chicago/Turabian Style

Qian, Jianwei; Law, Rob. 2021. "Examination of Website Language Strategies Adopted by Five-Star Hotels in China: A Corpus Approach" J. Theor. Appl. Electron. Commer. Res. 16, no. 4: 1066-1078. https://doi.org/10.3390/jtaer16040060

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