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Hotel websites are vital information channels for potential customers. Hence, their readability and attractiveness play a key role in online marketing for hotels. This study attempts to investigate how hotels use language strategies to better market themselves online. This study first proposes an analytical framework on the basis of appraisal theory, which aims to reveal the hidden mechanism by hotels in building interpersonal relationships, and uses such a framework to explore online languagedoi:10.3390/jtaer16040060 fatcat:23r2vydcyjcc3bftjcqrblbv2q