Current tourism landscape and dynamism of the business environment have increased market competitiveness in the high-contact service industry. Hotel operators must now pay greater heed to customer retention by exploring ways to improve customer engagement and experience. Toward this end, this study aimed to examine the interplays between relationship marketing, perceived service quality, corporate image, customer satisfaction, and customer loyalty, as well as the moderating effect of cultural difference between Asian and Western tourists. Using a questionnaire, data were collected from 400 international tourists and analyzed with the structural equation modeling technique. While the direct relationships pertaining the variables of interest were found to be significant, Asian tourists appeared to hold stricter standards in employee–customer interactions and satisfaction-based loyalty than Western tourists. Discussion and implications are provided to promote the development of fruitful hotel–customer relationships in this industry with a heightened customer orientation.

当前的旅游业景观和商业环境的活力提高了高联系服务行业的市场竞争力。现在，酒店经营者必须通过探索改善客户参与度和体验的方法来更加留心客户。为此，本研究旨在检验关系营销，感知服务质量，企业形象，客户满意度和客户忠诚度之间的相互作用，以及亚洲和西方游客之间文化差异的调节作用。使用问卷调查，从400名国际游客中收集了数据，并使用结构方程建模技术进行了分析。尽管发现与感兴趣的变量有关的直接关系很重要，与西方游客相比，亚洲游客似乎在员工与客户的互动和基于满意度的忠诚度上拥有更严格的标准。提供了讨论和启示，以期在增强客户导向的情况下促进该行业富有成效的酒店与客户关系的发展。