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Chapter 4
ANALYSIS AND FINDINGS
4.1 Introduction
The obtained primary data was subjected to statistical analyses in the study.
The statistical analyses and findings of this two-part study concerning Alternative
Accommodation sector are presented in this chapter. Parts I dealt with the supply-
side factor of this sector while Part II dealt with the demand-side factor.
Specifically, Part I focussed on the points of differences that characterize
Alternative Accommodation establishments and Part II highlighted the service
quality attributes of Alternative Accommodation. Hypothesis testing has been
presented in separate sections and whether each hypothesis is accepted or rejected
has also been discussed. The findings and their implications have been presented
taking the study objectives in a particular order to lend clarity and linkage.
4.2 Objective 1: Alternative Accommodation characteristics and inter-
relationships
The first objective was to describe the Alternative Accommodation
establishments sampled for the purpose of this study, in terms of their
demographic characteristics, operational characteristics, marketing mix and the
inter-relationships, if any, existing therein.
4.2.1 Demographic characteristics
The demographic characteristics of hosts are provided in Table 4-1. The
table indicates that there were 46 guest houses, 1 commercial home and 3 service
apartments among the sampled Alternative Accommodation establishments. Out
of these three common types of Alternative Accommodation, guest houses were
found to be the most common. Further the table also reveals that 37 Alternative
Accommodation establishments were selected from Puducherry. Five from
Karaikal, Four from Mahe and Four Alternative Accommodation establishments
70
from Yanam districts of Puducherry union territory were also included in the
study. The seeming disparity is explained by the geographical size and volume of
Tourism business in these districts. In addition the Alternative Accommodation
establishments were divided depending on the number of years in business. A
considerable majority of the establishments were owned by the operator. About 35
establishments are in the business for less than ten years and 15 establishments
have been there in the field for more than ten years. This suggests that the majority
of Alternative Accommodation establishments in Puducherry union territory are
recent in their origin spurred by the overall destination development and the
emergence of Alternative Accommodation.
Table 4-1. Demographic characteristics of Alternative Accommodation
establishments
TYPE Nos. OWNERSHIP Nos.
Guest House 46 Owned 47
Commercial Home 1 Leased 3
Service Apartment 3
LOCATION YEARS IN BUSINESS
Puducherry 37 Less than 10 years 35
Karaikal 5 More than 10 years 15
Mahe 4
Yanam 4
4.2.2 Operational characteristics
The operational characteristics of hosts are provided in Table 4-2. The table
reveals that a majority of the Alternative Accommodation establishments had
about 11-15 beds. In terms of the capacity, the next range was 6-10 beds provided
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by about 24 per cent of the establishments. Further, the table also reveals that 68
per cent of Alternative Accommodation establishments employed only 1-5 staffs.
About 30 per cent of the establishments employed 6-10 staff. Only one of the
establishments surveyed had more than 11 staff. In terms of having an online
presence – either through a website or a listing in an online directory of
Accommodation establishments, only about 46 per cent of them had any online
presence.
Table 4-2. Operational characteristics of Alternative Accommodation
establishments
Number of rooms Per cent of
establishments
1 to 5 Beds 14
6 to 10 Beds 24
11 to 15 Beds 52
16 Beds and above 10
Number of staff
1 to 5 Staffs 68
6 to 10 Staffs 30
More than 11 Staffs
and above 2
Online presence
Available 46
Not available 54
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4.2.3 Marketing mix elements
From a marketing viewpoint, traditional marketing mix elements involve
product, price, promotion and place (McCarthy, 1981). In the case of service
marketing, additional elements such as physical surroundings, participants and
processes are added to the marketing mix (Booms and Bitner, I982). Depending on
the type of business, the elements that constitute the marketing mix vary. Table 4-
3 describes the elements of marketing mix for Alternative Accommodation.
Table 4-3. Elements of marketing mix at Alternative Accommodation
establishments
7Ps of
Marketing Mix Elements comprising the Marketing Mix
P1-Product
Physical features of the establishments
Auxiliary services (such as Restaurant, Travel desk, Gym,
Forex and so on)
Branding (colour, font, design, widely used in everything)
P2-Price
Fixed Tariff
Discounts
Seasonal Tariff
Flexible pricing
Differentiation (Depending on customer type)
P3-Place
Internet booking (Direct )
Internet booking (Indirect)
Sales team (own)
Channel partners
P4-Promotion
Advertising – Offline
Personal selling (corporate)
Publicity (hoardings)
P5-People
Employees – Recruiting
Training
Rewards (motivation)
Teamwork
Orienting the customer
P6-Process
Customer’s involvement (for example, self check-in)
Standardized / customized
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P7-Physical
Evidence
Interior Design
Exterior (Frontage)
Signage
Business stationery
Employee Dress / Uniform
Tariff Cards
Promotional Literature (such as brochures)
Display of policy statements
4.2.4 Association between the characteristics and marketing mix
The first hypothesis was based on the demographic characteristics variables
of Alternative Accommodation establishments in Puducherry union territory. The
second hypothesis was based on the operational characteristics of Alternative
Accommodation establishments in Puducherry union territory. The hosts/managers
were interviewed to collect the information on marketing mix of the Alternative
Accommodation establishments. The following sections present the analyses
related to these hypotheses and the interpretations.
4.2.4.1 Association between demographic characteristics and marketing mix
The following hypothesis was formulated in order to observe the
association between the demographic characteristics of the Alternative
Accommodation sector and the elements of the marketing mix.
H1: There is a difference in the marketing mix of the Alternative
Accommodation based on their demographic characteristics
The sections below describe the demographic characteristics of Alternative
Accommodation establishments. Tables 4-4, 4-5 and 4-6 describe the results for
demographic characteristics namely, type of Accommodation (guest house,
commercial homes, and service apartments), location (Puducherry, Karaikal, Mahe
and Yanam) and years of business in comparison with the marketing mix.
Appendix –III A shows the detailed statistical outputs. There are seven parameters
74
of marketing mix, namely, product, price, place, promotion, people, process and
physical evidence. They are collectively and popularly referred to as 7Ps of
marketing mix in marketing literature (Booms and Bitner, I982). Table 4-4
presents the Chi-square results for the association between the type of
Accommodation and the elements of the marketing mix of alternative
Accommodation sector. The careful scrutiny of the table reveals that there was a
significant difference in the market mix, particularly for the following aspects of
marketing mix. One aspect from Marketing Mix Place, that is, channel partners (χ²
= 24.634; p>.000).Two factors of Marketing Mix Promotion, namely Advertising
– Offline(χ² = 50.00; p>.000), and Personal selling (corporate) (χ² = 24.537;
p>.000). Four factors of Marketing Mix People, namely Training (χ² = 24.292;
p>.000), Rewards (motivation) (χ² = 28.387; p>.000), Teamwork (χ² = 18.053;
p>.006), and Orienting the customer (χ² = 18.872; p>.004). One factor of
Marketing Mix Process, namely Customer’s involvement: (for example, self
check-in) (χ² = 24.537; p>.000). Two factors of Marketing Mix, namely physical
evidence; Business stationery (χ² = 16.431; p>.012) and display of policy
statements (χ² = 50.290 p>.000). According to the present study, the maximum
influenced dimension of marketing mix as a result of type of Accommodation is
People.
Most of the other marketing mix factors, other than the one mentioned
above, did not have significant relationship with demographic characteristic – type
of Alternative Accommodation. Hence, the first hypothesis is accepted specific to
the above mentioned factors, namely channel partners, advertising – offline,
personal selling (corporate), training, rewards (motivation), teamwork, orienting
the customer, customer’s involvement, Business stationery and display of policy
statements.
75
Table 4-4. Association between demographic characteristic (types of
Accommodation) and marketing mix
7Ps of
Marketing Mix Factors
Chi
square p value
P1-Product
Physical features of the establishments 0.231 .972 (NS)
Auxiliary services (such as Restaurant,
Travel desk, Gym, Forex and so on)
Branding (colour, font, design, widely
used in everything)
5.792 .447(NS)
P2-Price
Fixed Tariff 4.762 .575(NS)
Discounts 1.952 .924(NS)
Seasonal Tariff 1.567 .667(NS)
Flexible pricing 1.952 .924(NS)
Differentiation (Depending on customer
type)
1.952 .924(NS)
P3-Place
Internet booking (Direct ) 17.037 .048(NS)
Internet booking (Indirect) 8.892 .180(NS)
Sales team (own) 9.026 .172(NS)
Channel partners 24.634 .000 (S)
P4-Promotion
Advertising – Offline 50.00 .000(S)
Personal selling (corporate) 24.537 .000(S)
Publicity(hoardings) 0.113 .990(NS)
P5-People
Employees -Recruiting 0.113 .990(NS)
Training 24.292 .000(S)
Rewards (motivation) 28.387 .000(S)
Teamwork 18.053 .006(S)
Orienting the customer 18.872 .004(S)
P6-Process
Customer’s involvement(for example,
self check-in)
24.537 .000(S)
Standardized / customized 2.862 .970(NS)
76
P7-Physical
Evidence
Interior Design 6.320 .707(NS)
Exterior (Frontage) 7.754 .257(NS)
Signage 7.398 .286(NS)
Business stationery 16.431 .012(S)
Employee Dress / Uniform .355 .949(NS)
Tariff Cards 12.172 .058(NS)
Promotional Literature (such as
brochures)
1.220 .748(NS)
Display of policy statements 50.290 .000(S)
[Note: NS – Non-significant association; S – Significant association]
Table 4-5 presents the Chi-square results for the association between the location
of Accommodation (districts of Puducherry union territory) and elements of the
marketing mix of Alternative Accommodation sector. A cautious examination of the table
disclosed that there was a significant difference in the marketing mix, particularly three
factors of physical evidence, namely Business stationery (χ² = 15.981; p>.014),
Employee Dress / Uniform (χ² = 11.472; p>.009), Promotional Literature (for example,
brochures) (χ² = 11.336; p>.010). Most of the other marketing mix factors, the other than
the one mentioned above, did not have significant association with demographic variable
– location of Alternative Accommodation. Therefore, the first hypothesis has been
accepted specific to the above mentioned factors, namely, Business stationery, employee
dress / uniform and promotional literature only.
Table 4-5. Association between demographic characteristic (location of Accommodation)
and marketing mix
7Ps of
Marketing Mix Factors
Chi
square
p value
P1-Product
Physical features of the establishments 3.829 .281 (NS)
Auxiliary services (such as Restaurant,
Travel desk, Gym, Forex and so on)
Branding (colour, font, design, widely
used in everything)
3.884 .692(NS)
77
P2-Price
Fixed Tariff 7.439 .282(NS)
Discounts 11.664 .070(NS)
Seasonal Tariff 7.609 .055(NS)
Flexible pricing 4.331 .632(NS)
Differentiation (Depending on customer
type)
5.458 .487(NS)
P3-Place
Internet booking (Direct ) 2.015 .991(NS)
Internet booking (Indirect) 5.893 .435(NS)
Sales team (own) 4.666 .587(NS)
Channel partners 1.121 .981(NS)
P4-Promotion
Advertising – Offline .359 .949(NS)
Personal selling (corporate) .732 .866(NS)
Publicity(hoardings) .359 .949(NS)
P5-People
Employees -Recruiting .359 .949(NS)
Training 6.602 .359(NS)
Rewards (motivation) 5.907 .434(NS)
Teamwork 3.229 .780(NS)
Orienting the customer 2.860 .826(NS)
P6-Process
Customer’s involvement(for example,
self check-in)
.732 .866(NS)
Standardized / customized
P7-Physical
evidence
Interior Design 13.524 . 140(NS)
Exterior (Frontage) 6.717 .348(NS)
Signage 3.327 .767(NS)
Business stationery 15.981 .014(S)
Employee Dress / Uniform 11.472 .009(S)
Tariff Cards 3.102 .796(NS)
Promotional Literature (such as
brochures)
11.336 .010(S)
Display of policy statements 1.528 .958(NS)
[Note: NS – Non-significant association; S – Significant association]
Table 4-6 presents the Chi-square results for the association between years
of business and the marketing mix elements of Alternative Accommodation sector.
It shows that there is a significant association for the Price factors, namely fixed
tariff (χ² = 11.429 ; p>.003), Discounts (χ² = 10.109; p>.001), Seasonal Tariff (χ² =
18.508; p>.000) and Flexible pricing (χ² = 15.476; p>.000) and People factors
78
such as Employees-Recruiting (χ² = 7.193; p>.027), Rewards (motivation) (χ² =
6.811; p>.033) and Teamwork (χ² = 6.385; p>.041). Besides, a Process factor (that
is, standardized/customized, χ² = 8.234; p>.041) and a Physical Evidence factor
(that is, business stationery, χ² = 10.145; p>.001) was also found to be
significantly associated with the years of business. Therefore, in the light of the
above, first hypothesis has been accepted specific to the above mentioned factors
only and not for the other factors.
Table 4-6.Association between demographic characteristic (years in business) and
marketing mix
7Ps of
Marketing Mix
Factors Chi
square
p
value
P1-Product
Physical features of the establishments
Auxiliary services (such as
Restaurant, Travel desk, Gym, Forex
and so on)
4.119 .128(NS)
Branding (colour, font, design, widely
used in everything)
1.525 0.466(NS)
P2-Price
Fixed Tariff 11.429 .003(S)
Discounts 10.109 .001(S)
Seasonal Tariff 18.508 .000(S)
Flexible pricing 15.476 .000(S)
Differentiation (Depending on
customer type)
2.869 0.412(NS)
P3-Place
Internet booking (Direct ) 4.278 .118(NS)
Internet booking (Indirect) 5.900 .052(NS)
Sales team (own) .893 .640(NS)
Channel partners
P4-Promotion
Advertising – Offline .893 .345(NS)
Personal selling (corporate) .437 .508(NS)
Publicity(hoardings) .437 .508(NS)
P5-People
Employees -Recruiting 7.193 .027(S)
Training 4.944 .084(NS)
Rewards (motivation) 6.811 .033(S)
Teamwork 6.385 .041(S)
Orienting the customer .437 .508(NS)
79
P6-Process
Customer’s involvement(for example,
self check-in)
7.183 .066 (NS)
Standardized / customized 8.234 .041(S)
P7-Physical
Evidence
Interior Design 3.297 .192(NS)
Exterior (Frontage) 3.548 .170(NS)
Signage 2.381 .304(NS)
Business stationery 10.145 .001(S)
Employee Dress / Uniform 1.693 .429(NS)
Tariff Cards 2.381 .123(NS)
Promotional Literature (such as
brochures)
1.368 .242(NS)
Display of policy statements 1.863 .394(NS)
[Note: NS – Non-significant association; S – Significant association]
The first hypothesis was accepted for some of the aspects of marketing mix
as they were associated with the demographic characteristics of Alternative
Accommodation establishments. Nevertheless, the first hypothesis was not
accepted for some of the factors of marketing mix. On the other hand, a clear
association could be seen as far as physical evidence (among the 7Ps) of
marketing mix is concerned with all the demographic variables of Alternative
Accommodation sector. However, in the light of the above analyses and tables,
Hypothesis 1 should be accepted for specific factors of marketing mix and not for
all in general.
4.2.4.2 Association between operational characteristics and marketing mix
The following hypothesis was formulated in order to observe the
association between the operational characteristics of the Alternative
Accommodation sector and the elements of the marketing mix.
H2: There is a difference in the marketing mix of the Alternative
Accommodation based on their operational characteristics
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The following sections describe the operational characteristics of
Alternative Accommodation establishments. The Tables from 4-7 to 4-9 show the
association between operational characteristics of Alternative Accommodation and
marketing mix. The operational characteristics of Alternative Accommodation
such as number of beds (indicating capacity), number of staff and online presence
were considered. The marketing mix elements remained the same as explained in
the previous section.
Table 4-7 shows the association between the number of staff at an
Alternative Accommodation and its marketing mix. A careful observation
indicates that there was no association for all the elements of marketing mix.
Therefore, Hypothesis 2 is not accepted for this particular operational
characteristic (namely, the number of staff) and marketing mix.
Table 4-7. Association between operational characteristic (number of staff)
and marketing mix
7Ps of
Marketing Mix Factors
Chi
square p value
P1-Product
Physical features of the establishments .419 .811(NS)
Auxiliary services (such as Restaurant,
Travel desk, Gym, Forex and so on)
Branding (colour, font, design, widely
used in everything)
2.199 .699(NS)
P2-Price
Fixed Tariff 2.789 .594(NS)
Discounts 2.850 .583(NS)
Seasonal Tariff .363 .834(NS)
Flexible pricing 1.115 .892(NS)
Differentiation (Depending on
customer type)
1.442 .837(NS)
P3-Place
Internet booking (Direct ) 4.164 .654(NS)
Internet booking (Indirect) 3.082 .544(NS)
Sales team (own) 3.830 .429(NS)
Channel partners 3.729 .512(NS)
Advertising – Offline .480 .787(NS)
81
P4-Promotion Personal selling (corporate)
Publicity(hoardings) .480 .787(NS)
P5-People
Employees -Recruiting .480 .787(NS)
Training .705 .951(NS)
Rewards (motivation) .779 .941(NS)
Teamwork .451 .978(NS)
Orienting the customer .240 .993(NS)
P6-Process
Customer’s involvement(for example,
self check-in)
.980 .613(NS)
Standardized / customized 2.215 .899(NS)
P7-Physical
Evidence
Interior Design 8.310 .216(NS)
Exterior (Frontage) 2.945 .567(NS)
Signage 2.332 .675(NS)
Business stationery 1.577 .813(NS)
Employee Dress / Uniform .076 .962(NS)
Tariff Cards 1.765 .779(NS)
Promotional Literature (such as
brochures)
.595 .743(NS)
Display of policy statements 2.046 .727(NS)
[Note: NS – Non-significant association; S – Significant association]
Table 4-8 shows the association between the number of rooms at an
Alternative Accommodation and its marketing mix. A careful observation of the
data indicated that there was no association for all the elements of marketing mix.
Table 4-8. Association between operational characteristic (number of rooms)
and marketing mix
7Ps of
Marketing Mix
Factors Chi
square
p value
P1-Product
Physical features of the establishments 2.639 .451(NS)
Auxiliary services (such as Restaurant,
Travel desk, Gym, Forex and so on)
Branding (colour, font, design, widely
used in everything)
5.304 .506(NS)
P2-Price
Fixed Tariff 6.659 .354(NS)
Discounts 8.446 .207(NS)
Seasonal Tariff 5.370 .147(NS)
82
Flexible pricing 9.408 .152(NS)
Differentiation (Depending on
customer type)
11.371 .078(NS)
P3-Place
Internet booking (Direct ) 6.189 .721(NS)
Internet booking (Indirect) 5.301 .506(NS)
Sales team (own) 2.932 .817(NS)
Channel partners 3.580 .733(NS)
P4-Promotion
Advertising – Offline 6.268 .099(NS)
Personal selling (corporate) 4.127 .248(NS)
Publicity(hoardings) .942 .815(NS)
P5-People
Employees -Recruiting 3.231 .357(NS)
Training 8.753 .188(NS)
Rewards (motivation) 8.284 .218(NS)
Teamwork 1.1309 .079(NS)
Orienting the customer 8.102 .231(NS)
P6-Process
Customer’s involvement(for example,
self check-in)
3.807 .283(NS)
Standardized / customized 14.424 .108(NS)
P7-Physical
Evidence
Interior Design 8.050 .529(NS)
Exterior (Frontage) 7.149 .307(NS)
Signage 4.897 .557(NS)
Business stationery 7.767 .256(NS)
Employee Dress / Uniform 2.069 .558(NS)
Tariff Cards 3.313 .769(NS)
Promotional Literature (such as
brochures)
3.325 .344(NS)
Display of policy statements 9.551 .145(NS)
[Note: NS – Non-significant association; S – Significant association]
In addition, analysis was carried out to test for an association between the
online presence of Alternative Accommodation establishments and their marketing
mix elements. Out of the 50 establishments sampled, 23 have online presence in
the form of websites or listing in online directories whereas 27 hoteliers do not
have any online presence. T-test was applied and the results were found to be non-
significant for all the elements of the marketing mix. Hence, the computational
83
table is not presented as it is conventional not to place a table with insignificant
results.
The above analyses showed that the operational characteristics (such as the
number of staff, number of rooms and online presence) of Alternative
Accommodation establishments and their marketing mix elements did not have
any association. Hence, the second hypothesis was not accepted. Therefore in the
light of the above analyses, hypothesis two was accepted for a few elements of the
marketing mix only and not for all in general.
4.3 Objective 2: Points of differences between Alternative Accommodation and
Hotels
This objective intended to identify the differences in the elements of the
marketing mix of Alternative Accommodation when compared to a traditional
tourist accommodation such as a hotel. As described in chapter 3, data regarding
the marketing mix elements at hotels for comparison was obtained through a
disguised telephonic survey, followed by a validation of the data. In order to
understand the points of differences between Alternative Accommodation
establishments and hotels, the following hypothesis was formulated:
H3: There is a significant difference in the marketing mix between the
Hotels and Alternative Accommodation establishments
Table 4-9 and Figure 4-1 indicate that that there is a significant difference
between the marketing mix elements of traditional hotels and Alternative
Accommodation establishments. Appendix- III D shows the detailed statistical
outputs. The 7Ps of marketing mix are followed by traditional hotels in tune with
providing an expected product to the guests whereas in Alternative
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Accommodation, a certain degree of flexibility is exercised keeping in mind the
basic product attributes and the value proposition for the guest.
Table 4-9. T-test values for comparison of marketing mix between hotels and
Alternative Accommodation
Figure 4-1. Pyramid graph showing comparison of marketing mix between
hotels and Alternative Accommodation
4.4 Objective 3:Service Quality attributes of Alternative Accommodation
This objective intended to study the service quality attributes using the
ServQual model (Parasuraman, et. al. 1985) and look for gaps between the guests’
expectations about Alternative Accommodation and experiences at Alternative
Accommodation. This also helped assess their level of satisfaction with this
85
unique accommodation product. For the purpose of this study, the generic
dimensions of ServQual, namely tangibility, reliability, responsiveness, assurance
and empathy were adapted as appearance, ability to perform, willingness to help,
knowledge and courtesy and caring individual attention respectively as explained
in Research methodology.
4.4.1 Expectation experience matrix
Mapping customer expectations can prepare the organization to take up a
competitive position based upon its ability to deliver what customers demand
(Cronin and Taylor, 1992). Systematic approach to mapping customer
expectations helps managers to know better what aspects of a service best define
its quality (Sharma and Chowdhary, 2012). One such measurement technique is
the Importance-Performance analysis (IPA) technique which emerged from the
earlier work of Martilla and James (1977). It has become a dominant framework
employed in the assessment of customer satisfaction with hospitality and tourism
services (Yüksel and Yüksel, 2001; Chaudhary and Aggarwal, 2012). Sharma and
Chowdhary (2012) explain expectation experience matrix as a variant of
importance performance analysis which is a useful management tool which can
help firms to redirect their scarce resources from low impact areas to high impact
areas (Lovelock, Patterson and Walker, 1999).
In expectation experience matrix, customers’ expectations and experiences
are plotted on a grid that is divided into 4 quadrants, formed based on the mean
scores of the expectations-experience ratings. The variables are then assessed
according to its position in the quadrant on the grid. Each quadrant suggests
different response from a strategy point of view, as shown in Figure 4-2. Variables
that are rated high in expectation and high in experience (Quadrant 1) score
suggest that service providers keep up the ‘good’ work and increase resources
directed towards these areas. In contrast, variable shaving low expectation rating
86
and a low experience (Quadrant 3) rating suggest that investing resources to these
areas may offer only little advantage and should therefore be on a lower priority.
Variables that are rated high in expectation and low in experience (Quadrant 2) are
the missed opportunities and service providers need to concentrate here and pay
particular attention for improvement. Lastly, attributes rated low in expectations
and high in experience (Quadrant 4) are areas of possible overkill and therefore
service providers should reconsider the level of effort.
Figure 4-2. Expectation-Experience matrix quadrants
[Source: Prakashet al., 2011 as adapted from Evans and Chon,1989; Hemmasi et
al., 1994; Keyt et al., 1994; Martillaand James, 1977; Martin, 1995]
87
4.4.2 Expectation experience gap analysis
In order to identify the gap between the tourist expectations and
experiences, the difference between the respective mean was calculated. Table 4-
10 details the gap between the tourists’ expectation and experience. Of the 21
variables studied, the variable modern amenities showed no deviation. The mean
value of the experiences of seven variables namely Host promise, Staff skilfulness,
Service on time, Service performance, Response to guests, Staff behaviour, Best
interest was higher than the mean expectations. The score of the mean
expectations on the thirteen variables namely visually appealing, smart staff,
guests problem solving, error free service, prompt service, willingness to help,
safety, courteous, knowledge to reply, individual attention, time convenient, host
attention, understand specific needs was higher than the mean experience.
Table 4-10. Expectation – Experience Gap
Variables Average
Expectations
Average
Experiences
Gap Type Of
Deviation
1.Modern amenities 4 4 0 Nil
2.Visually appealing 3.98 3.57 0.41 Negative
3.Smart staff 4.49 4.1 0.39 Negative
4.Host promise 4.06 4.94 -0.88 Positive
5.Guests’ probe solving 4.24 3.59 0.65 Negative
6.First time itself 3.94 4.45 -0.51 Positive
7.Service on time 3.92 4.02 -0.1 Positive
8.Error free service 4.02 3.37 0.65 Negative
9.Service perform 4.41 4.8 -0.39 Positive
10.Prompt service 4.63 3.31 1.32 Negative
11.Willing to help 3.82 3.55 0.27 Negative
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12.Response to guests 3.63 4.78 -1.15 Positive
13.Staff behaviour 3.86 4.12 -0.26 Positive
14.Safety 4.24 3.59 0.65 Negative
15.Courteous 4.22 3.88 0.34 Negative
16.Knowledge to reply 3.8 3.39 0.41 Negative
17.Individual attention 4 3.86 0.14 Negative
18.Time convenient 4.76 3.45 1.31 Negative
19.Host attention 4.25 4.02 0.23 Negative
20.Best interest 3.8 4.04 -0.24 Positive
21.Understand specific needs 3.96 3.47 0.49 Negative
To evaluate the gaps in tourists’ satisfaction with the Alternative
Accommodation establishments, the 21 variables were grouped under the five
ServQual dimensions namely Appearance (variables 1, 2 and 3), Ability to
perform (variables 4, 6, 7, 8 and 9), Willingness to Help (variables 5, 10, 11 and
12), Knowledge and Courtesy (variables 13, 14, 15 and 16), and Caring individual
attention (variables 17, 18, 19, 20 and 21). Table 4-11 and Figure 4-3 display the
mean scores on the ServQual dimensions.
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Table 4-11. Mean Scores on ServQual Dimensions
Attributes Mean
Appearance (Tangibles) 19.8696
Ability to perform (Reliability) 19.834
Willingness to help (Responsiveness) 20.8735
Knowledge and courtesy (Assurance) 19.0198
Caring, individualized attention (Empathy) 20.4032
Figure 4-3.Graph showing mean scores on ServQual Dimensions
Figure 4-4 shows a plot of the 21 variables in the expectation experience
matrix. As can be seen, they fall into four quadrants depending on their score. The
Low-High quadrant represents the ‘concentrate here’ quadrant and contains
variables such as modern amenities, courtesy with customers, personal attention
and specific needs for immediate action since the guest experience falls below the
guest expectation. The High-High quadrant represents ‘keep up the good work’
90
quadrant and includes variables on which the guest experience matches the
expectation. Variables such as smart appearance, promise-keeping, performance
time, willingness to help, prompt service and customer interest are included here.
The Low-Low quadrant represents the ‘low priority’ quadrant and it groups
together variables such as problem-solving, time-taken, error-free performance,
safety, knowledgeable response, individual attention and operating hours on which
the guests have low expectation that is met. The High-Low quadrant represents the
‘overkill’ quadrant wherein variables that carry low expectation from the guest but
with exceeding experience are clustered together. The variables falling under this
quadrant are visual appeal, correct action, quick response and confidence-boosting
behaviour.
Based on this mapping, the Alternative Accommodation establishments
ought to focus on the variables in the ‘concentre here’ quadrant. This involves
providing modern amenities, being courteous with the guests, understanding the
specific needs of the guests and paying attention to those needs. They highlight the
need for customer-focus and orientation towards meeting their needs.
91
Figure 4-4. Expectation-Experience Matrix and variable groupings
In order to understand the relationship between the expectation and
experience of service quality attributes of Alternative Accommodation
establishments, the following hypothesis was formulated and tested using
correlation analysis between the variables of interest:
H4: There is a relationship between the expectation and experience of service
quality attributes of Alternative Accommodation
92
Table 4-12. Correlation coefficient of expectation and experience of the
guests at Alternative Accommodation establishments
Variable Mean S. D r P value
Expectation 3.9051 .33168 0.232 .000(S)
Experience 3.9565 .25605
The Table 4-12 shows the correlation coefficient between expectation and
experience of the guests at Alternative Accommodation establishments. Appendix-
III C shows the detailed statistical outputs. The correlation coefficient shows that
expectation and experience of guests are significantly correlated and related to
each other. It means the guests’ expectations from Alternative Accommodation are
being met. Guests were content with facilitates and services at the Alternative
Accommodation establishments. Hence, the fourth hypothesis was accepted as
there was a significant correlation between the expectation and experience of the
guests at Alternative Accommodation.
93
Figure 4-5. Significant attributes for Guests in Alternative Accommodation
Further the analysis showed that the guests appreciated the attribute
‘willingness to help’ by the Alternative Accommodation establishments with
highest points, and the least appreciated attribute was ‘knowledge and courtesy’.
In the light of the above discussion, hypothesis-4 stands accepted and it is
concluded that the expectations of the guests about Alternative Accommodation
are met in terms of matching experiences.
4.5 Objective 4: Guests at Alternative Accommodation
This section describes the guests at Alternative Accommodation
establishments sampled for the purpose of this study, in terms of their profile
characteristics – both demographic and travel characteristics, and the inter-
relationships, if any, existing therein.
Appearance
19.86
Ability To
Perform
19.83
Wllingness To
Help
20.87
Knowledge And
Courtesy
19.019
Caring
Individual
Attention
20.40
0 1 2 3 4 5 6
94
4.5.1 Profile characteristics
In the present study the guests staying in the Alternative Accommodation
were interviewed to assess their perception on service quality attributes and factors
of influence, and their profile characteristics were noted.
The demographic characteristics that were included in the study are presented in
the pictorial form in the following sections. Figure 4-6indicates that majority of
the tourists are first time visitors to destination Puducherry and staying in
Alternative Accommodation establishments. About a quarters of the guests have
visited more than twice to Puducherry and preferred alternative Accommodation
for stay.
Figure 4-7 shows the purpose of visit of the travellers to Puducherry. A vast
majority of the tourists have come here for spending their holidays. Apart from
this, tourists visited Puducherry for purposes such as yoga, meditation and other
wellness-related purposes.
65%
10%
25%25%
Figure 4-6. Visitor Status
First visit Second visit More than two visits
Figure 4-8 depict
in the Alternative Accommodation
the age group of 20 to 29 years.
of visitors. About a quarter of the visitors fall in the
years. These data are confined to the
the traditional and other type of
staying in Accommodation
purpose to Puducherry. This
Business
Medical tourism
95
depicts the age group of the visitors to Puducherry
Accommodation sector. About 67 per cent of the
the age group of 20 to 29 years. Destination Puducherry attracts a young segment
of visitors. About a quarter of the visitors fall in the age group between 3
are confined to the Alternative Accommodation
the traditional and other type of Accommodations. Since the majority of the
Accommodation sector are youngsters, they have come on holiday
cherry. This is supported by the findings in Figure 4
Holiday Pilgirimage/Spiritual
Medical tourism Welness tourism(Yoga) Leisure(fun)
Figure 4-7. Purpose of Visit
Puducherry and staying
of the visitors are in
Destination Puducherry attracts a young segment
between 30 and 49
Accommodation sector and not
s. Since the majority of the guests
sector are youngsters, they have come on holiday
is supported by the findings in Figure 4-7.
Pilgirimage/Spiritual
Figure 4-9 shows the
Accommodation. There are almost equal number of
college degree, post-graduate (masters) degree and
doctors and engineers). This shows that a tourist segment
qualification is readily staying in
its own reasons, which will be discussed later.
Figure 4-10 dep
Alternative Accommodation
10%
20-29 years
Figure 4
96
shows the educational level of the guests staying in
. There are almost equal number of guests with
graduate (masters) degree and professional degrees (such as
doctors and engineers). This shows that a tourist segment with higher education
readily staying in Alternative Accommodation establishments
its own reasons, which will be discussed later.
depicts the employment status of the tourists
Accommodation. More than a half of the respondents are
67%
10%
18%5%
Figure 4-8. Age Group of Visitors
29 years 30-39years 40-49years 50-59years
4%
31%
33%
32%
Figure 4-9. Education Level of Guests
S.S.L.C/H.Sc U.G P.G Professionals
staying in Alternative
with under-graduate
degrees (such as
with higher education
establishments for
tourists staying in
are businessmen
97
(such as entrepreneurs). This seems to indicate a preference from this niche
segment of tourists. Incidentally, people from other vocations also preferred to
stay in the Alternative Accommodation establishments.
Figure 4-11 shows the income level of the guests staying Alternative
Accommodation establishments. Compare to guests with lower income level, the
percentage of guests with moderately higher income level are more, as can be
inferred from the figure.
Government
21%
Private
21%
Business
54%
Others
4%
Figure 4-10. Employment Status of Guests
Less than
3,00,000
4%
3,00,001 to
5,00,000
32%
5,00,001 to
7,00,000
49%
7,00,001 and
above
15%
Figure 4-11. Income Level of Guests
Figure 4-12 shows the people who are accompanying the
Puducherry. The study found that a vast
(about 81 per cent), followed by solo travellers
travelled with families.
Figure 4-13 depicts the likely length of
Accommodation establishments
stay for about three nights and four days, followed by
opined to stay for about two nights and three nights. A
guests preferred to stay for longer lengths in the
sector.
Figure 4
Alone
98
shows the people who are accompanying the
uducherry. The study found that a vast majority of the people travel with friends
per cent), followed by solo travellers (about 11 per cent
depicts the likely length of stay by the guests
establishments. About 57 per cent of guests show
stay for about three nights and four days, followed by about 40
opined to stay for about two nights and three nights. A very small percentage of
preferred to stay for longer lengths in the Alternative Accommodation
11%
81%
6%
2%
Figure 4-12. People Travelling with the Guests
Friends Worker/Business partner Family/Relatives
shows the people who are accompanying the guests to
majority of the people travel with friends
per cent). Very few
guests in Alternative
showed intension to
40 per cent who
small percentage of
Accommodation
Family/Relatives
Figure 4-14 show
about 39 per cent of the
approximately below USD40 per night)
paying between INR3001
its own sense. Alternative
establishments that make them impressive abodes for the tourists visiting
Puducherry.
Figure 4
2N3days
3001 to 4000
32%
4001 and above
99
shows the accommodation budget of the guests
of the guests falls in the range INR1001-2000
approximately below USD40 per night). About 32 per cent of the
3001-4000 (USD40-60). This information is quite unique in
Alternative Accommodation with this kind of tariff provides various
that make them impressive abodes for the tourists visiting
40%
57%
3%
Figure 4-13. Likely length of stay by the Guests
2N3days 3N4days more than 4nights days
1001 to 2000
39%
2001 to 3000
17%
3001 to 4000
32%
4001 and above
12%
Figure 4-14. Accommodation budget
s. The budget of
2000 (which is
of the guests are
is quite unique in
provides various
that make them impressive abodes for the tourists visiting
100
Figure 4-15 shows the source of information regarding Alternative
Accommodation sector in Puducherry union territory. This is crucial because they
are small or medium -sized tourism enterprises with low or no advertising budget.
About 42 per cent of the guests came to know about specific Alternative
Accommodation establishments through print media sources such as promotional
literature, coverage in travel magazines and directories. Online sources such as
websites, online directories and forums accounted for about 40 per cent of the
guests. About 17 per cent of the guests were referred by their friends to the
Alternative Accommodation establishments. The contribution from online sources
and print media as sources of awareness about Alternative Accommodation is
more compared to other sources.
The percentage of guests who established pre-trip contact with an Alternative
Accommodation establishment is about 58. They used email, telephone and
website contact forms to establish contact.
17%
40%
42%
1%
Figure 4-15. Sources of Information regarding Alternative
Accommodation
Friends Websites Magazines Others
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4.5.2 Inter-relationships between characteristics
This section provides the findings of the tests of association between the
profile characteristics of the guests and general experience of the guest (in terms
of variables of interest such as factors of influence and satisfaction level).The
following hypothesis was formulated for testing:
H5: The experience of the Guest differs based on profile characteristics
Table 4-13 shows the association between profile characteristics (such as
demographic and travel characteristics) and factors that influenced the decision to
choose Alternative Accommodation for stay. The table revealed that there was a
significant association between the factors and some of the demographic
characteristics, namely employment status (χ² = 14.717; p>.023), income (χ² =
22.503; p>.000), Accommodation budget (χ² = 43.746; p>.000) and establishing
pre-trip contact (χ² = 18.134; p>.000). Apart from the demographic and travel
characteristics mentioned, other characteristics did not differ significantly for the
factors that influenced decision of the guests in choosing Alternative
Accommodation. With reference to the above mentioned profile characteristics,
Hypothesis-5 can be accepted and not for other characteristics.
Table 4-13. Association between profile characteristics and
factors that influenced decision to choose Alternative Accommodation
Profile Characteristics Chi square P value
Visit status 6.401 .171(NS)
Main purpose of visiting Puducherry 18.166 .052(NS)
Age group 7.509 .276(NS)
Educational level 10.164 .118(NS)
Current employment status 14.717 .023(S)
Annual Family income group 22.503 .001(S)
Who are you travelling with 6.759 .344(NS)
102
Likely length of stay 5.670 .225(NS)
Likely budget for Accommodation per day 43.746 .000(S)
Source of awareness about this alternative
Accommodation facility
4.608 .595(NS)
Pre-trip contact established with this
Accommodation facility
18.134 .000(S)
[Note: NS – Non-significant association; S – Significant association]
Table 4-14 shows the association between profile characteristics (such as
demographic and travel characteristics) and satisfaction levels of Guests in
Alternative Accommodation sector. The table revealed that there was a significant
association between the satisfaction level and some of the demographic
characteristics, namely visit status (χ² = 18.020; p>.000), purpose of visit (χ² =
4.823; p>.000), age (χ² = 19.903; p>.019), family income (χ² = 18.024; p>.035),
person-travelling-with(χ² = 1.055; p>.000), Accommodation budget(χ² = 23.050;
p>.006), source of awareness (χ² = 83.682; p>.000) and establishing pre-trip
contact (χ² = 20.827; p>.000). The demographic and travel characteristics
mentioned above have contributed towards the significant association with
satisfaction level of guests staying in Alternative Accommodation establishments.
Hence, Hypothesis 5 is accepted specifically for the above mentioned
characteristics only.
Table 4-14 Association between profile characteristics and
Satisfaction levels of Guests in alternative Accommodation sector
Profile Characteristics Chi square P value
Visit status 18.020 .006(S)
Main purpose of visiting Puducherry 4.823 .000(S)
Age group 19.903 .019(S)
Educational level 13.685 .134(NS)
103
Current employment status 14.940 .093(NS)
Annual Family income group 18.024 .035(S)
Who are you travelling with 1.055 .000(S)
Likely length of stay 4.640 .591(NS)
Likely budget for Accommodation per day 23.050 .006(S)
Source of awareness about this alternative
Accommodation facility
83.682 .000(S)
Pre-trip contact established with this
Accommodation facility
20.827 .000(S)
[Note: NS – Non-significant association; S – Significant association]
The above analyses showed that the experience of the Guest differs based
on a few demographic characteristics. Hence, fifth hypothesis was accepted for
some of the aspects of the demographic characteristics of guests and the
experience of guests, and not for all the characteristics. Therefore, in the light of
the above analyses, hypothesis five was accepted for a few demographic
characteristics and not for all in general.
4.6 Objective 5: Factors of influence in choosing Alternative Accommodation
A sample of 253 guests at various Alternative Accommodation
establishments in the union territory of Puducherry was surveyed to determine the
factors of influence in choosing Alternative Accommodation. The list of perceived
factors of influence was compiled after a review of literature and from the value
proposition offered by Alternative Accommodation as expressed by the
Hosts/Managers.
To identify the factors that serve as influencers, a factor analysis was used.
From an exhaustive list of items generated from literature, a list of 20 items
104
relevant to the context under consideration was drawn. The chosen items are as
follows accompanied by a brief description:
1. More value for money than hotels – Alternative Accommodation provides a
better value for the money the guests spend on accommodation at a
destination. In a popular tourist destination, the traditional accommodation
in hotels is priced higher than Alternative Accommodation.
2. Gives an authentic destination experience – Staying at an Alternative
Accommodation establishment gives an authentic experience of the
destination. Since these establishments are owned and managed by the local
people, they can represent genuine destination characteristics.
3. Wanted my own space and avoid the crowd - Alternative Accommodation
establishments have small capacity in terms of number of guests who can
hosted at a time, but they offer more space per guest. As a result, the guests
may perceive privacy and comfort.
4. Readily available – Traditional Accommodation providers such as Hotels
use Information and Communication Technologies such as integrated
reservation/distribution systems. Hence pre-booking especially during the
peak season is common. On the other hand, Alternative Accommodation
establishments are less frequented, less known and with a ready supply.
5. Wanted a change – For tourists seeking a change from their routine hotel
accommodation during a tour, Alternative Accommodation establishments
provide a welcome break from the routine and the conventional.
105
6. Offers interaction with locals - Alternative Accommodation establishments,
particularly the commercial home set up such as Bed and Breakfast have
the concept of host-and-guest. This creates opportunities for interaction
with local people at a destination.
7. Flexibility during stay - Alternative Accommodation establishments
provide flexibility in their service offering. Since their supply is limited,
flexibility is not a constraint. A cordial relationship with the host can be
established as a result of contact before the trip and negotiation concerning
the guest’s needs and requirements.
8. Not exorbitantly priced like hotels– With the advent of price transparency
from online travel intermediaries, tourists are aware of hotel price ranges.
Comparatively, this price transparency does not exist in the case of
Alternative Accommodation establishments. Moreover, for price-sensitive
tourists, they hold an appeal being priced less than the hotels, except in the
case of certain boutique accommodation wherein the guest profile is
different and price is a non-issue.
9. Like the homely atmosphere – Inherent to the product characteristic, is the
home-like atmosphere in an Alternative Accommodation establishment.
The host-guest concept adds to this ‘homely’ feeling. Common access to
certain areas apart from the rooms also contributes to this.
10. Feels safer (in terms of hygiene) - Alternative Accommodation
establishments provide a home-like atmosphere and ambience wherein the
guests do not expect to come across hygiene issues that prevail in crowded
hotels
106
11. Feels secure (in terms of security issues)– Alternative Accommodation
establishments are commonly located far away from the commercial,
crime-prone areas and in more residential areas of the destination town/city.
This improves the perception of safety for the guest.
12. Feels tastier (in terms of trying out local cuisine) – Alternative
Accommodation establishments, especially those under the Commercial
Homes category provide catering by the host and a taste of local cuisine.
This leads to a perception of home-made food quality and authenticity of
cuisine.
13. Did not have a choice and just settled for this – For tourists/guests arriving
on a destination without prior reservation for accommodation, Alternative
Accommodation establishments provide a choice which they may gladly
consider under the given circumstances.
14. Friends recommendation – Owing to the unique characteristic of
Alternative Accommodation establishments, a satisfied guest may be more
inclined to recommend to his/her circle of influence through online or
offline means.
15. Online reviews – With the prevalence of travel-related consumer-generated
content on popular websites such as TripAdvisor, guests are inclined to post
their reviews on such forums for the benefit of like-minded and similar-
profiles travellers
107
16. Best way to experience local culture – By offering interaction opportunities
with the locals, host-guest relationship and genuine representation of
destination characteristics – be it in design, architecture or cuisine,
Alternative Accommodation establishments provide avenue for a cultural
immersion.
17. Just wanted to try something different – For the seasoned traveller,
Alternative Accommodation establishments provide a refreshingly different
option at a destination.
18. Personalized hospitality from the Host – Since there is more guest-host
interaction, negotiation with respect to providing for the guest’s
personalized requirements are possible and such provisions are feasible.
19. Bad experience with hotels in the past – For seasoned travellers, their past
experience with traditional accommodation at hotels may drive them to try
Alternative Accommodation to minimize their perceived risks at an
accommodation facility.
20. Local environment/ambience - Alternative Accommodation establishments
are owned and managed by locals in the non-commercial areas of the
destination. This nature facilitates the guests to experience the local
environment better.
Factor analysis (using principal component analysis) was used to identify the
factors of influence in choosing alternative accommodation. Data collected from the
sample of 253 respondents who had rated their agreement/disagreement with the 20
stated variables in the questionnaire was subject to Factor analysis. The 20 items were
108
factor analyzed using Principal Component analysis after ascertaining the
appropriateness of Factor analysis (Malhotra, 2005) using the Bartlett’s test of
sphericity (significant at 0.05 level) and Kaiser-Meyer-Olkin (KMO) statistic
(>0.6). Factors with eigen value greater than 1 and a loading of 0.5 and above
were then rotated using varimax rotation with Kaiser normalization.
In order to summarize the information contained in the original variables, a
smaller number of factors should be extracted. In this research, approaches based
on eigen values and Scree plot are used to determine the number of factors. Based
on the eigen value criterion (that is, eigen value > 1), six factors emerged. To
confirm the number of factors, a scree plot was drawn. Finally, six factors were
retained explaining 80.16 per cent of the total variance. To ensure that the
variables for each of the factors were internally related, their Cronbach’s
coefficient alpha were measured and found to have acceptable internal consistency
reliabilities, that is, greater than 0.6 (Nunnally, 1967). The summary result of the
factor analysis of all the elements and sub-elements is presented in Table 4-15 and
the detailed statistical outputs are shown in Appendix III-B. The factor analysis
yielded six dimensions that were labelled as: local touch, real experience, flexible
stay, hygiene, value for money and positive word-of-mouth.
Table 4-15. Summary results of factor analysis
FACTORS VARIABLES VARIANCE
EXPLAINED (%)
F1: Local
Touch
(N=6)
Interaction with locals 23.42
Experience local culture
Feels tastier (in terms of local cuisine)
Wanted a change
Personalized hospitality
Secure (in terms of security issues)
F2: Real
Experience
Readily available 18.27
Authenticity of destination experience
109
(N=3) Bad experience in the past
F3: Flexible
Stay
(N=3)
Own space 16.11
Flexibility during stay
Something different
F4: Hygiene
(N=2)
Safe (in terms of hygiene) 8.14
Environment/ambience
F5: Value for
Money
(N=3)
Value for money than hotels 7.33
Did not have a choice
Not exorbitantly priced
F6: Positive
Word-of-Mouth
(N=3)
Friends recommendation 6.90
homely atmosphere (Host-Guest interaction)
Online reviews
• The local touch factor is the first factor identified through factor analysis
and this factor includes six items, namely interaction with locals,
experience local culture, feels tastier (in terms of trying local cuisine),
wanted a change, personalized hospitality and a secure feeling. This factor
accounts for 23.42 per cent variance. It highlights the importance of
providing a local touch by highlighting and representing the destination’s
unique characteristics.
• The real experience factor consists of 3 items, namely ready availability,
authenticity of the destination experience and bad past experiences with hotels.
This factor accounts for 18.47 per cent variance. It highlights the need to
provide genuine hospitality characterized by readiness, authenticity and
points of differences when compared to hotels.
• The flexible stay factor comprises of items, namely own space, flexibility
and something different. This factor accounts for 16.11 per cent variance. It
highlights the flexibility desired by the guests at Alternative
Accommodation establishments in terms of privacy, suppleness in their
110
stated requirements and desire to try something different from the usual
accommodation establishments available to tourists.
• The hygiene factor contains 2 items, namely safe (in terms of hygiene) and
environment/ambience. This factor accounts for 8.14 per cent variance. It
highlights the expectation of guests at Alternative Accommodation
establishments which provide a home-like atmosphere wherein the guests
feel safe and protected from health hazards.
• The Value for money factors made up of three items, namely value for
money when compared to hotels, affordability and availability as an option.
This factor accounts for 7.33 per cent variance. It stresses the need to match
the perceived value with the experienced value so that the Value for money
proposition holds good for this category of accommodation.
• The positive word-of-mouth factor included three items namely Friends
recommendation, homely atmosphere (referring to Host-Guest interaction and
communication) and online reviews, together accounting for 6.90 per cent
variance. It highlights the importance of word of mouth and its ability to
influence guest’s decision to choose Alternative Accommodation at a
destination.
Reliability was evaluated by means of tests of internal consistency. The
reliability coefficient (referred to as Cronbach’s coefficient alpha) varies from 0 to
l and a value of 0.6 or less generally indicates unsatisfactory internal consistency.
To ensure that the variables for each of the four factors were internally related,
their Cronbach’s coefficient alpha were measured and found to have acceptable
internal consistency reliabilities (that is, >0.6). Factor analysis had thus yielded six
factors from 20 items that are able to explain 80.16 per cent of the variance.
111
4.7 Chapter conclusion
This chapter presented the findings of the study concerning Alternative
Accommodation establishments and their guests. The important findings are
summarized below.
The present study tested five hypotheses that were formulated. The
hypotheses in this study are accepted for some of the factors and not for others.
The first hypothesis which stated that there would be a difference in the marketing
mix of the Alternative Accommodation based on their demographic characteristics
was tested at length separately for demographic variables of Alternative
Accommodation, like years in business, location of Accommodation, and types of
Accommodation. There were seven marketing mix factors (7Ps) and altogether
there were 30 items describing those factors. The study found significant
association for some of the aspects of marketing mix with some of the
demographic variables of alternative Accommodation. Similarly, the second
hypothesis was aimed at finding out the association between the marketing mix of
the Alternative Accommodation and its operational characteristics. The
operational characteristics chosen in the study were capacity (in terms of number
of rooms), number of staff and online presence. Again, the hypothesis was
accepted on some of the aspects of marketing mix and not for all.
The fourth hypothesis was accepted as the overall expectation and
experience of the guests at Alternative Accommodation are related to each other.
The expectation-experience matrix highlighted areas for Alternative
Accommodation establishments to concentrate on. The fifth hypothesis stated that
variables like factors of influence and satisfaction levels of the guests differed
based on their profile characteristics. This was true for some of their demographic
and travel characteristics, and guests’ experience. Therefore, the fifth hypothesis
was true for certain profile characteristics and not for all in general.