Exploring customer heterogeneity in hotel attribute preferences: An empirical study based on role theory

Understanding the needs of different customers for hotel attributes is crucial. Most previous studies referred to the theory of uncertainty in expectations to understand the differences in customer needs, but no systematic discussion has been conducted on the magnitude and causes of these differences. This study is based on role theory and explores the formation of heterogeneity in customer attributes from different types of attention. We used 171,418 online review comments from 215 hotels to determine the heterogeneity of hotel attributes and the attention of different types of customers to hotel attributes. We found heterogeneity in the level of attention to hotel attributes among different types of customers and customers from different regions, and the priority of attributes varies among different types of customers. This study emphasizes the role of social factors in shaping customer preferences and offers practical insights for hotel managers. By addressing customer diversity and cultural differences in preferences. This study helps hotel managers tailor their services for different customer segments. Especially the findings provide recommendations on resource allocation and service improvements to increase customer satisfaction. Helping hotels thrive in a competitive and culturally diverse market.