Understanding the normative expectations of customers toward Buddhism-themed hotels

Abstract

Purpose– This study aims to understand the normative expectations of travelers on the services and experiences provided by Buddhism-themed hotels as well as how service providers perceive such expectations. The growth of religion-themed hotels in China follows a larger and more generalized global marketing trend in terms of providing tourists and consumers with “themed” experiences.Design/methodology/approach– Using the service quality model, this study investigates these expectations of Buddhism-themed hotels in China. The Delphi method was used with two expert panels, namely, travelers and tourism/hotel practitioners. Preliminary interviews revealed 98 normative expectations from Buddhism-themed hotels. Two sets of Delphi questionnaires were used to compare tourist expectations with practitioner perceptions.Findings– Results show a wide range of expectations of travelers staying in Buddhism-themed hotels. They also reveal how the expectations of the two groups aligned as well as differed.Research limitations/implications– This study extends the application of the service quality model to the context of religion-themed hotels. As this study adopted the Delphi technique through criterion sampling, future studies should use a larger random sample to verify the results of this study.Practical implications– The results help religion-themed hoteliers to understand their customer expectations better.Originality/value– Given the lack of studies on religion-themed hotels, especially on the gap between tourist expectations and service providers’ perceptions, this study is a timely contribution to improve the understanding on the needs and expectations of customers when visiting religion-themed hotels.