Language facilitation for outbound Chinese tourists: importance–performance and gap analyses of New Zealand hotels

ABSTRACT

Language barriers can negatively affect Chinese outbound tourists’ overseas travel experiences, highlighting the significance of language facilitation during overseas traveling. With survey data of 256 Chinese guests in two New Zealand upscale hotels, this study performed importance–performance and gap analyses on 19 language facilitation attributes. Results revealed that when resources are limited, priority should be given to improving Chinese language facilitation in room safety and security, in-room entertainment, and tourism information. Furthermore, this study reveals that the relationship between tourists’ perceived language barrier and hotel-stay satisfaction varies across socio-demographic characteristic, English language proficiency, and preferences for accommodation standards.

KEYWORDS:

• Chinese outbound tourists
• perceived language barriers
• language facilitation
• importance–performance analysis
• gap analysis

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was supported by the Education Department of Zhejiang Province, China [Project No. Y201636043]; Specialized Grants for Teaching and Research of Liberal Arts Teachers at Zhejiang University, Qianjiang Talent Scheme Grant of Zhejiang Province, China [Project No. QJC1702010].