Dimensions of hotel choice criteria: Congruence between business and leisure travelers Presenter: Hsin-Pei Pan Instructor: Dr. Pi-Ying Hsu Date:November 10, 2008
<ul><li>Yavas, U, & Babakus, E. (2005). Dimensions of hotel choice criteria: Congruence between business and leisure travelers. International Journal of Hospitality Management, 24 , 359-367. </li></ul>
Introduction <ul><li>Three attributes- employee attitudes, location and rooms -emerged as the salient ones influencing both business and leisure travelers’ hotel choice decisions </li></ul><ul><li>( Barsky& Labagh ,1992) </li></ul>
<ul><li>to investigate whether hotel choice attributes decompose into comparable configurations for two important guest groups served by hotels: business and leisure travelers </li></ul><ul><li>(Yavas, U. & Babakus, E. 2005) </li></ul>Purpose of study
Research Question Do business and leisure guest utilize similar underlying factors in choosing a hotel?
Methodology Respondent who has had stayed in a hotel at least twice a year Residents of a metro area in Southeast Period: 2 weeks Questionnaire
Usability Copies of questionnaire Total Questionnaires 500 Usable Questionnaires 341 Business Purpose 89 Leisure Purpose 252
Demographic data-business 74% Frequency of staying in a hotel (4/yr) 2.23 nights/average Nights per stay 94% Reservations advance 35% Age (18~34 yrs) 60% Married 62% Gender (Male) 57% Income (US$45,000/yr) 70% Education (College)
Demographic data-leisure 35% Frequency of staying in a hotel (4/yr) 2.46 nights/average Nights per stay 78% Reservations advance 60% Age (18~34 yrs) 48% Married 41% Gender (Male) 24% Income (US$45,000/yr) 36% Education (College)
Result Business travelers Leisure travelers General amenities 1 1 Convenience 2 3 Core service 3 2 Room amenities 4 5 Ambiance 5 4
Findings Hoteliers should conduct guest satisfaction surveys separately for each group as opposed to tracking without distinction. Business travelers and leisure travelers require different needs for their different purpose of travelling. <ul><ul><li>The underlying configuration of hotel choice attributes for business and leisure travelers do not correspond neatly. </li></ul></ul>Communications should be directed to each segment based on what is important to them and considering what underlies hotel choice configurations for each group.