A Causal Model of Patriotic Marketing on Customer Loyalty in China's Hotel Industry

Abstract

This study aimed to develop a causal relationship model for patriotic marketing on customer loyalty in China's hotel industry. The present study used questionnaires to collect primary data from 385 customers staying at domestic hotel brands in China. All statistical data, which included frequency analysis, percentage, mean, standard deviation, and structural equation modeling. The analysis revealed that respondents generally held favorable views regarding patriotic marketing on customer loyalty in China's hotel sectors. As a result, the causal relationship model of patriotic marketing on customer loyalty in China's hotel industry yielded the following results: χ² = 380.960, df = 14, P < 0.05, CFI = 0.929, AGFI = 0.914, TLI = 0.975, and RMR = 0.041. It demonstrates a favorable causal relationship in this industry between perceived value, customer loyalty, service quality, and patriotic marketing.