Dimensions of hotel choice criteria: Congruence between business and leisure travelers

Presenter: Hsin-Pei Pan

Instructor: Dr. Pi-Ying Hsu

Date:November 10, 2008

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Yavas, U, & Babakus, E. (2005). Dimensions of hotel choice criteria: Congruence between business and leisure travelers. International Journal of Hospitality Management, 24, 359-367.

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Content

I. Introduction

II. Methodology

III. Results & Conclusion

IV. Reflection

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Introduction

Three attributes-employee attitudes, location and rooms-emerged as the salient ones influencing both business and leisure travelers’ hotel choice decisions

( Barsky& Labagh ,1992)

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to investigate whether hotel choice attributes decompose into comparable configurations for two important guest groups served by hotels: business and leisure travelers

(Yavas, U. & Babakus, E. 2005)

Purpose of study

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Research Question

Do business and leisure guest utilize similar underlying factors in choosing a hotel?

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Methodology

Respondent who has had stayed in a hotel at least twice a year

Residents of a metroarea in Southeast

Period: 2 weeks

Questionnaire

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Usability

TotalQuestionnaires

500

Usable

Questionnaires

341

BusinessPurpose

89

LeisurePurpose

252

Copies of questionnaire

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Demographic data-business

Education (College) 70%

Income (US$45,000/yr) 57%

Gender (Male) 62%

Married 60%

Age (18~34 yrs) 35%

Reservations advance 94%

Nights per stay 2.23 nights/average

Frequency of staying in a hotel (4/yr) 74%

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Demographic data-leisure

Education (College) 36%

Income (US$45,000/yr) 24%

Gender (Male) 41%

Married 48%

Age (18~34 yrs) 60%

Reservations advance 78%

Nights per stay 2.46 nights/average

Frequency of staying in a hotel (4/yr) 35%

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Result

Business travelers Leisure travelers

General amenities 1 1

Convenience 2 3

Core service 3 2

Room amenities 4 5

Ambiance 5 4

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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.

The underlying configuration of hotel choice attributes for business and leisure travelers do not correspond neatly.

Communications should be directed to each segment based on what is important to them and considering what underlies hotel choice configurations for each group.

Findings

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Reflection

Uncertainty!

Level

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Reflection

Uncertainty!

Price

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Thanks for your attention!