Exploring Customer Attitudes and Emotional Tendencies Towards Ru Porcelain Culture-Themed Hotels in the Context of Guochao Integration
List of Authors
Azhar Abd Jamil, Cui Guolian, Mohd Zafrullah Mohd Taib
Keyword
Ru Porcelain; Cultural Heritage; Consumer Perception; Cultural Tourism; Guochao Culture
Abstract
In recent years, the Guochao (national tide) movement has renewed public interest in traditional Chinese aesthetics, with Ru porcelain emerging as a key symbol of refinement and cultural heritage. As the hospitality industry increasingly turns to cultural themes for market differentiation, this study investigates customer attitudes and emotional responses to Ru porcelain-themed hotels, focusing on cultural integration and experiential design. A structured questionnaire was distributed to 233 respondents, gathering Likert-scale data across five areas: aesthetic perception (glaze and form), perceived cultural value, openness to design adaptation, relevance to hotel environments, and behavioral intent. The results were analyzed using a range of visual tools, including diverging bar charts, sentiment heatmaps, radar graphs, and demographic comparisons segmented by income and occupation. The data showed a strong appreciation for the visual qualities of Ru porcelain, with 85% of participants endorsing the glaze and over 77% supporting its integration into modern hotel design. Cultural transmission and brand-building potential received over 90% positive sentiment. In terms of behavior, 78% of respondents expressed willingness to stay in or recommend a Ru porcelain-themed hotel. Demographic patterns indicated particularly strong interest among younger, middle-income participants and professionals in corporate and hospitality roles. This study is one of the first to use quantitative methods to examine customer responses to the incorporation of Ru porcelain within the Guochao trend in hospitality settings. By linking visual appeal, cultural relevance, and behavioral interest with demographic insights, the research provides a practical framework for culturally driven design and branding strategies in the hospitality industry.