중국 바링허우세대의 라이프스타일과 호텔선택속성 및 충성도에 관한 연구

A Study on lifestyle of China’s post-80’s generation and the effects of hotel selection attributes on loyalty

The post-80’s generation known as ‘bālínghòu’ have been benefited from the expansion of higher education, as the product of the one child policy. Therefore, the market has to change its marketing method in order to meet the times. This trend is also expected to continue for next some time, and hotel industry needs to develop competitiveness by applying marketing methods tailored to the needs of ‘bālínghòu’. The purpose of this paper is to explore the lifestyle of the post-80’s generation in China. This paper also identify the structural relationship between selection attributes of hotel and customer loyalty. To achieve objectives of this study, total 350 survey questionnaires were distributed and 330 copies were analyzed as the final excluding 15 that answered insincerely. The results of the study show that the reputation of hotel and quality of service should be improved in order to increase loyalty from customers who are born after 1980’s.