Aug 1st, 9:45 AM - 10:45 AM


Online Image of Hotel Brands on Different Language Platforms


As multi-national hotel companies expand to a foreign market and attract the local customers, their image messages are increasingly communicated in the native language of the foreign country. This study examined the online image messages projected by multinational hotel brands of three different tiers on two different language platforms. The two different languages represent the home and host countries of these brands. The results revealed differences in image messages between the two language platforms for each of the three hotel brands. The differences are associated with brand positioning, product development, market segmentation, promotion strategies, distribution channels, and pricing.