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Critical discourse analysis (CDA) is one of the prevalent schools in discourse analysis, which is particularly useful in analyzing in-depth meanings under a specific social context. Tourism researchers have realized the effectiveness of such an approach in exploring multifaceted tourism phenomena and have, thus, conducted studies in various tourism areas. A timely review of CDA in tourism offers signposts for the previous works of scholars and guidance for scholars who want to deploy CDA methods in the future. In this study, 50 articles were eventually reviewed on the basis of rigorous selection criteria. Bibliometric and thematic features of these articles are identified. Five key areas, namely, travel motivation, destination image, tourism marketing, sustainable tourism, and social relationship in tourism, were determined to dominate the current CDA studies in tourism, which is distinctly helpful in enriching the understanding of the academia toward tourism and in supporting the sustainable development of the industry. This study also draws the academia's attention toward CDA to consider deploying this method in examining various tourism phenomena under a broader social context.

Purpose This study aims to take boutique luxury hotels as its research subject to enrich the view on the self-positioned image of luxury hotels and simultaneously compare this image with the one perceived by customers. It also investigates whether a gap exists between the two images. Design/methodology/approach The best-rated boutique luxury hotel in Hong Kong is selected as the case hotel. Through the interpretation and discussion of high-frequency wordlists and semantic co-occurrence network charts, major topics in the hotel’s self-presented image and customers’ perceived image are identified accordingly. Findings Five dimensions (event making, exquisite food, excellent amenities and services, special function venue and promotion) used by hotels to form their boutique luxury image are recognised. Between hotels’ self-positioned image and customers’ perceived images, minor similarities such as the recognition of excellent amenities and services were confirmed but considerable differences were identified, indicating the ineffective marketing by the boutique luxury hotel despite its success in terms of ranking. Managerial suggestions on how to address the image discrepancy were proposed. Originality/value This study contributes insights into hotel image discrepancy among social media platforms in luxury hotel segments by adding the category of boutique luxury hotels. It also identifies the implications for enhancing the development of a hotel image to meet customers’ needs and expectations.

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