The Influence of “Face Consumption” on Product Purchasing Behavior of High-star Hotels—Take the High-star Hotel in Nanjing Garden Expo Park as an Example

Abstract

Based on the rapid growth of the Chinese economy and the booming development of the hotel industry market, the theory of face-saving consumption behavior in the hotel industry has received widespread attention. Many consumers are overly concerned about appearances during the purchasing process, leading to some unreasonable phenomena in hotel marketing. Based on existing literature, this article integrates consumer purchasing behavior with "face consumption" in high-star hotels. It analyzes the factors influencing "face consumption" in product purchasing behavior in high-star hotels through a survey questionnaire. The research concludes that "face-saving consumption" positively influences the purchase of high-star hotel products. Significant influencing factors include external factors, motivation, attitude, and emotions. Through the research results, corresponding solutions are provided from the perspectives of high-star hotels and consumers. This guidance aims to help consumers establish the correct concept of face-saving consumption, thereby encouraging them to engage in healthy and environmentally friendly consumption practices at high-star hotels.