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Title: Examination of website language strategies adopted by five-star hotels in China : a corpus approach
Authors: Qian, JW
Law, R 
Issue Date: Jul-2021
Source: Journal of theoretical and applied electronic commerce research, July 2021, v. 16, no. 4, p. 1066-1078
Abstract: 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.
Keywords: Appraisal theory
China's five-star hotels
Corpus approach
Hotel website
Language strategies
Publisher: MDPI AG
Journal: Journal of theoretical and applied electronic commerce research 
EISSN: 0718-1876
DOI: 10.3390/jtaer16040060
Rights: Copyright: © 2021 by the authors. Licensee MDPI, Basel, Switzerland.
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (
The following publication 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 is available at
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