“LuXurY” hotel loyalty – a comparison of Chinese Gen X and Y tourists to Macau

This study aims to investigate generational disparities of Chinese Generation (Gen) X and Y tourists by examining their loyalty determinants in a luxury hotel setting.

A survey of five-star hotel guests in Macau yielded 285 complete responses. Structural equation modeling was used to test the quality-loyalty framework through the mediating roles of perceived value and satisfaction, with a multi-group comparison to examine generational differences.

The results indicate that top quality rooms and services are high on the agenda of both generations, while Gen X places more weight on convenience and food and Gen Y on security; satisfaction does not induce loyalty, whereas value fully or partially mediates the quality-loyalty relationship; and Gen X is value-centered in building loyalty, yet Gen Y exhibits both value consciousness and stronger demands for upscale quality features.

The findings help hotel managers cater to different generations by improving determinant attributes of service quality and enhancing hotel value.

The study makes noteworthy contributions to the generational differences of Chinese tourists and sheds light on future research in tourism and hospitality to explore the characteristics of young generations.