Abstract
Couples travelers grow exponentially and tend to visit more exotic destinations. Yet, the existing literature has largely concentrated its investigation on the context of Western destinations. A better understanding of couples travelers' hotel satisfaction in the Southeast Asia context would help scholars to understand a holistic picture of couples travelers’ hotel satisfaction and assist hoteliers to prepare their hotels to welcome and serve such guests. This study extends the existing hospitality literature by investigating and identifying the attributes of couples travelers’ hotel satisfaction in Thailand. A total of 695 couples-travelers feedback on the TripAdvisor website were reviewed and content analyzed. Our study indicates that couples travelers’ hotel satisfaction is determined by 10 common themes and two new emerging themes. Among these themes, staff attitude was found as the most important attribute while privacy was noted as the least important attribute to generating couples-travelers’ hotel satisfaction.
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