Research on the effect of boutique motels' environmental facilities and consumers' individual preferences in pursuits of new sensation on their overnighting intentions

Abstract

Hoteliers in Taiwan re-manifest the prosperity of motels originally seen in the U.S. Most Taiwanese associate motels with sex, yet this negative image has not hindered the development of motels in Taiwan. Hoteliers spend efforts to be creative and daring in their managements to meet consumers' needs, and are aggressive in making hotels refined and casual so that they are no longer merely spaces to overnight. Therefore, this research investigates whether criteria such as location, facilities, service, and prices serve to actually meet the needs of consumers. We do so by sending out questionnaires to consumers who have visited motels, and inquire also about the difference of perceptions towards services and facilities provided by hoteliers. Further, we investigate overnighters' intention of motel stays and their demographics. Our analysis tools include confidence and validity levels in SPSS 14.0, and independent T sampling, etc. Our Cronbach's value has reached above 0.8 in confidence level. Through literature review and the analysis done on the 272 valid questionnaires returned, we found that the boutique motels are no longer ones situated near main highways that enjoy transportation convenience and high level of entertainment when nearby metropolises. Through literature review and the receipt of the valid 272 questionnaires returned, we find in our analysis that today's boutique motels are no longer merely for the purpose overnights and situated at main roads, but rather possess high convenience and entertainment and casual qualities in downtown areas. From categories based on Placement Attachment, we found that consumers go to motels no longer for resting and overnighting, but rather, for romantic dates and get-togethers with friends. They are influenced by outside stimulation such as magazine recommendations, TV report coverage, and internet introductions, all serving to raise their interests in and impressions of motels, so as to increase their intentions to overnight in motels. Our Analysis of Pursuits of New sensation further proves that the higher one scores on the pursuits of new sensation indicates a difference preference in motels facilities.