Hotel Choice Research Articles

Effect of environmental attitude on environmentally responsible behavior: a comparative analysis among green and non-green hotel guests in Turkiye

PurposeEnvironmentally Responsible Behavior (ERB) refers to actions and practices aimed at minimizing negative environmental impact through conservation, waste reduction and sustainable practices driven by concern for environmental well-being. This study aims to explain the effect of environmental attitudes of hotel guests visiting green and non-green hotels on their ERB. In the research, hotels with different concepts were handled separately and a comparative analysis was made between both customer types.Design/methodology/approachThe study was assessed using two separate models: one for green hotel guests and another for non-green hotel guests. Data were collected from 205 participants from green hotel guests in Turkiye and 206 participants from hotel guests visiting non-green hotels in Turkiye, using a survey form with a convenience sampling method. The hypotheses were analyzed with the structural equation model and multi-group analysis (MGA) in the Smart PLS statistical program.FindingsThe ecocentric attitude positively affects political and community activism but does not impact recycling, educational behavior, green consumerism or overall ERB. The technocentric attitude negatively influences recycling, educational behavior, green consumerism, community activism and ERB but does not negatively affect political activism. The dualcentric attitude positively impacts all ERB sub-dimensions. The multi-group analysis (MGA) revealed that dualcentric attitudes have a stronger influence on green consumerism, political activism and recycling behavior among green hotel guests compared to non-green hotel guests.Practical implicationsThese findings directly impact hotel managers, underscoring the strategic significance of adopting and advocating green practices. Implementing environmentally friendly initiatives not only appeals to environmentally conscious consumers but also holds the potential to cultivate ERB among all guests. By integrating sustainability into marketing strategies, hotels can communicate their commitment to environmental stewardship, positively influencing guests’ environmental attitudes and behaviors.Originality/valueThe paper’s key contribution is its comparative analysis of ERB between guests at green and non-green hotels. It reveals how tourists’ environmental attitudes influence their hotel choices and behaviors, offering insights into sustainable tourism. Additionally, it explores the differences between ecocentric, technocentric and dualcentric attitudes, enhancing our understanding of how varying environmental concerns shape tourists’ behaviors and choices and contributing to the broader discussion on environmental psychology in tourism.

Determining Consumer Preferences In Choosing Low Budget Accommodation Services In Medan City With Choice-Based Conjoint (CBC) Analysis

The hotel accommodation service industry in Medan City has witnessed significant growth following the pandemic, driven by increased business and tourism activities. With over 200 hotels in the city, there is a notable presence of middle-class hotels offering affordable prices. This study aims to determine consumer preferences in choosing low-budget accommodation services using Choice-Based Conjoint (CBC) analysis. The CBC method presents consumers with a series of menus featuring different hotel attributes, such as location, facilities, and price, to identify which attributes most influence their preferences. A sample of 40 respondents was analyzed to identify key factors influencing their hotel choices. The results revealed that consumers prioritize hotels located outside the central city area, with free internet service, basic room amenities, availability of a café or lounge, breakfast services, and non-smoking rooms. The study found that breakfast service is the most important attribute, followed by the availability of non-smoking rooms. These insights can help low budget hotel or managers in Medan City to modify their services to better meet consumer demands and improve market positioning.

The Hotel Architectural Design Factors Influencing Consumer Destinations: A Case Study of Three-Star Hotels in Hua Hin, Thailand

This study employs a mixed-methods research design to explore the architectural design and service factors influencing consumer choices in three-star hotels in Hua Hin District, Prachuap Khiri Khan Province. Initial data were gathered through in-depth interviews with 60 architects, designers, and marketing experts to identify key factors. These factors were then used to conduct in-depth interviews with 70 Thai consumers and tourists. The qualitative data from both groups were analyzed using thematic content analysis to identify significant themes, while the quantitative data were assessed using chi-square goodness of fit tests to evaluate the significance of the identified factors. Findings indicate that aesthetic appeal, physical comfort, emotional comfort, and security and sensibility are critical in influencing hotel choice. These results provide valuable insights for hotel owners, designers, and marketers, emphasizing the importance of aligning hotel design and service offerings with consumer preferences. These factors will help create positive impressions, enhance satisfaction, and influence consumers’ decisions to choose and utilize hotel services.

Interconnected Eco-Consciousness: Gen Z Travelers’ Intentions toward Low-Carbon Transportation and Hotels

Generation Z (Gen Z) is widely acknowledged for their heightened eco-consciousness. Nevertheless, a notable research gap persists in the empirical examination of eco-friendly preferences within this demographic group, particularly concerning low-carbon transportation and hotel selections. Utilizing structural equation modeling and data collected from 357 Gen Z travelers, this study investigates the interconnected factors influencing Gen Z travelers’ intentions toward adopting low-carbon transportation and making low-carbon hotel choices based on the theory of planned behavior (TPB). The results indicate that perceived value and environmental concern exert significant influence on the formation of attitudes, subjective norms, and perceived behavioral control among Gen Z travelers. As a result, these psychosocial constructs make a substantial contribution to the intention of Gen Z travelers of adopting low-carbon tourism behaviors. Additionally, the study uncovers a positive correlation between the propensity to use low-carbon transportation and the inclination to choose low-carbon hotels for accommodation. These findings underscore the interconnected facets of Gen Z’s preferences for low-carbon tourism, thereby indicating the prospect for collaborative efforts to bolster sustainability within the tourism industry.

Factors influencing consumer behavior towards intention and the selection of luxury hotels in Malaysia using Theory of Planned Behavior

This study aimed to examine the impact of the Theory of Planned Behavior on Malaysian luxury hotel selection. To achieve this objective, the study examined the influence of attitude, subjective norms, perceived behavioral control, and fake reviews on the choice of luxury hotels in Malaysia. The study also investigates whether intention mediates the relationship between these variables and luxury hotel selection. The research method was quantitative in nature and to collect the necessary data, convenience sampling was used on an online questionnaire, resulting in 400 valid responses. The respondents were residents of Malaysia aged over 18 years old who had stayed at luxury hotels before, as they are qualified to answer the research objectives. For this study, four- and five-star hotels are considered as luxury hotels. The collected data were then analyzed using IBM SPSS version 26, using descriptive, regression, and mediation analysis through Hayes process. The results from the regression analysis revealed the predictive power of each variable, while the mediation analysis demonstrated that intention mediates the relationship between attitude, subjective norms, and perceived behavioral control in luxury hotel selection. According to this study, attitude, subjective norms, perceived behavioral control, and fake reviews influence luxury hotel choices. Intention significantly mediates the association between attitude, subjective norms, perceived behavioral control, fake reviews, and luxury hotel choices.

Choosing the Perfect Stay: Factors Influencing Tourist Hotel Decisions-Making

Tourists employ a variety of factors in their decision-making process when selecting hotels. Every hotel visitor must undergoes an evaluation process before deciding on which hotel to stay in. The objective of this study is to ascertain the factors that impact the choice of hotels from the viewpoint of tourist decision-making. This process is essential for tourists as they must carefully consider their preferences while selecting a hotel. The decision-making process that visitors undergo to express their preferences is multifaceted. Therefore, tourists invariably consider many elements and criteria before making a selection. This study employed a quantitative technique, utilizing survey questionnaires delivered to a sample of 385 respondents representing the tourist population in Kedah, Malaysia. The data analyses were performed utilising SPSS and employing multiple regression analysis. The findings indicate that visitors’ decision-making in selecting hotels is influenced by theme and design, location, and room characteristics. Specifically, the location of the hotel has been identified as the most significant factor considered by tourists when choosing hotels in Kedah, Malaysia. The results of this study are advantageous for stakeholders, particularly those in the hotel business, in enhancing their goods and services. This study also provides recommendations for further research based on its findings.

Understanding the motivation behind new mothers' choice of postpartum wellness hotels: Scale development and validation

The intersection of hospitality cultures and healthcare industries has gained widespread recognition. As commercialized postpartum care has gained traction in Eastern countries and the growing acknowledgment of unmet needs of “the Fourth Trimester” in Western countries, the postpartum wellness hotels (PWHs), as a healthcare hospitality business, deserve special consideration. Despite its significance, this niche market remains underexplored, and there is a dearth of research dedicated to the motivation scale in this domain. This study addresses this gap by utilizing comprehensive procedures to develop and validate a PWH motivation scale. The results indicate six primary motivational factors: rest and relief, parenting learning and newborn development, self-reward and indulgence, perceived norms, environment, as well as body and beauty. Furthermore, the impact of motivation on engagement is discussed.

Watching performing arts encourages proenvironmental hotel choices: a moderated mediation model

PurposeProenvironmental hotels and hotels with green initiatives are emerging as a method to address environmental issues and respond to tourists’ environmental concerns. To better understand what can encourage reservations in proenvironmental hotels, this study aims to investigate the connection between the performing arts watching experience and the preference for such a hotel.Design/methodology/approachFive scenario-based experiments were conducted. A total of 1,024 participants for the five studies were recruited with the help of Credamo, a commonly used Chinese data collection platform.FindingsThe results indicated that viewing performing arts could increase tourists’ preferences for proenvironmental hotels. This phenomenon occurred due to the fact that performing arts watching experience can induce a psychological state of self-transcendence in individuals, which, in turn, can raise their levels of altruism, and ultimately lead to proenvironmental hotel choices. This effect will not occur, however, when people watch performing arts with either an extrinsic motivation or in an analytical state.Practical implicationsThe findings of this study provide hotel managers with a novel approach to market the proenvironmental attributes of their hotels and to promote tourists’ proenvironmental behaviors.Originality/valueThis study proposes performing arts viewing experiences as a novel way to encourage proenvironmental hotel choice. To the best of the authors’ knowledge, this is the first study to explore the impact of the performing arts watching experience on tourist behavior.

Will you choose a low-rating hotel that offers promotions? – Insights from the prospect theory

ABSTRACT Built upon the compensatory decision-making model and anchor effect from the prospect theory, the current research examines the interactive effects of sales promotion and rating disadvantage on the intention to choose a low-rating hotel over a high-rating hotel. A 4 (sales promotions: control vs. monetary vs. non-monetary vs. combined) by 2 (rating disadvantage: small vs. big) scenario experiment was conducted to investigate participants’ hotel choice intentions. Two-way ANCOVA results suggest that respondents’ intention to choose the lower-rating hotel increases when it has a small rating disadvantage and provides a combined promotion (i.e. discount + free gift).

The impacts of self-congruity and positive emotional experience on positive e-WOM with customer satisfaction as a mediator

Hotel accommodation is one of the most essential things in the tourism industry because it functions as a place to rest after a day of activities. The large number of hotel choices requires marketers in their fields to have a strategy that can make the best choice by consumers, especially in today's digital era. One of the measuring tools that can be used as the most effective promotional media is positive e-WOM. This helps marketers to determine what strategies can be maximized. This is self-congruity by matching perceptions between consumer self-concept and consumer image and positive emotional experience, which can also help consumers form positive perceptions of a place to create a satisfying experience or consumer satisfaction to 4 Star Hotels in Malang City. This study uses a quantitative approach. The population in this study are consumers from Hotel Bintang 4 yang ada di kota Malang. Sampling was carried out by using the non-probability sampling method. In this study, the sample was determined, namely the research item, so the number of respondents was 110. To get the desired result, as many as 190 respondents. Data collection techniques in this study were carried out by distributing questionnaires. Data analysis techniques were carried out by SEM-PLS using software 3.0. The results of this study indicate that there is an influence between self-congruity, positive emotional experience, and customer satisfaction to positive e-WOM Hotel in Malang City.

An effective approach for bi-objective multi-period touristic itinerary planning

Planning effective itineraries for tourists is a major problem that has been gaining attention over the last years. This paper proposes a new bi-objective integer linear programming model for this problem. Decisions include the choice of the best itinerary to be performed considering multi-period routing, time windows for the visited attractions and the choice of restaurants and hotels. The conflicting objectives considered are: (i) maximizing the level of service offered by the itinerary, and (ii) minimizing the total distance traveled. The problem resolution, even for small instances by exact methods, is limited. This motivated the proposition of a new customized MIP-heuristic based on decomposition, fix-and-optimize and MIP-start, to produce good-quality solutions with moderate computational effort. Tchebycheff’s scalarization method was coupled to this heuristic and multiple compromise solutions were obtained. Extensive results with problem instances of different sizes and characteristics showed a good performance of this approach, capable of producing effective solutions within short runtimes. The analysis of the solutions indicated a strong conflict between the objectives, allowing the user to quantify the losses and gains when one criterion is prioritized over the other. A brief sensitivity analysis of some model parameters revealed interesting managerial insights. Some examples include quantifying the negative impacts in terms of the level of service offered by concentrating hotels and restaurants in the center of tourist attractions, increasing visit and transfer times between attractions and reducing the planning horizon for the entire itinerary. These aspects validate the potential of using this MIP model and applying this MIP-heuristic in real situations.

Examination of Guests’ Choice For Star-Rated Hotels in Ghana

Purpose: This study was conducted to investigate the factors that impact guests’ choice of star-rated hotels in Ghana.
 Design/Methodology/Approach: A survey and questionnaire were used to collect data from 100 guests from 10 selected star-rated hotels. The guests were selected using a convenience sampling technique. The data collected were analyzed using descriptive and inferential statistics.
 Findings: The survey found that the primary factors influencing customers' decisions on star-rated hotels include cleanliness, external presentation, pricing value, security and safety, expected service quality, comfortable amenities, and facility amenities. The study also found that guests’ demographic profiles influenced the choice of a star-rated hotel.
 Research Implications/Limitations: The study focused on 1-5-star rated hotels in Accra, Kumasi, and Sunyani.
 Practical Implications: It is anticipated that the knowledge emanating from the study will guide hotel proprietors to have an overview of the required needs of guests. The study recommends that hotel owners should focus more on cleanliness, external appearance, price value, security, and safety to attract and retain guests.
 Social implication: This study would help researchers understand the societal dynamics and cultural nuances that shape guests' preferences and perceptions in the context of the hospitality industry in Ghana.
 Originality/Value: Prior studies have mostly concentrated on the more general factors that affect guests' hotel choices, and relatively little is known about how guests pick hotels based on their star ratings. This study proposed a conceptual framework that adapted multi-lingual staff, disability friendliness and demographic traits, and inferential statistics such as factor analysis and regression to ascertain the extent of the impact on guests’ choice of star-rated hotels which is missing in the literature review.

Privacy in hospitality: managing biometric and biographic data with immersive technology

PurposeThis study aims to investigate the implications, risks and challenges of data privacy due to the use of immersive technology in the hospitality industry.Design/methodology/approachThe authors adopt a mixed-method approach. Study 1 is a focus group. The authors then provide external and ecological validity with a field experiment conducted with 139 hotel clients at a three-star continental European hotel.FindingsCollecting biometric data results in unbalanced privacy compared to biographic data, as it diminishes individuals’ control over their data and grants organizations absolute power. This unbalanced privacy directly influences consumers’ willingness to disclose information, affecting their choice of hotels and access to services.Practical implicationsHotels should redesign their strategies to accommodate heightened privacy risks with biometric data. This can be obtained by introducing systems that foster customer confidence in data usage and facilitate customers’ willingness to disclose biometrics through immersive technology or biographic data.Originality/valueThis study introduces unbalanced privacy as a unique state due to sharing biometric data. The authors propose a novel doctrine, the uncontrollable privacy paradox, which is a shift from the privacy paradox. The uncontrollable privacy paradox addresses the unbalanced privacy envisaged through consumer powerlessness in data management. This research addresses the literature gap on the privacy paradox by offering a broader perspective, including business, industry and mixed reality considerations.

A research study on customer satisfaction and loyalty in hospitality industry, Rajkot

This research paper explores the relationship between the customer satisfaction and loyalty in hospitality industry. It provides valuable insights into the factors that drive guest loyalty and offers practical implications for businesses aiming to enhance customer retention and overall profitability in this sector. In the realm of the hospitality industry, it becomes crucial to ascertain whether customers are content with the services and exhibit loyalty towards the establishment. Consequently, this research places its primary emphasis on gauging customer satisfaction and loyalty within the hospitality sector. The hospitality sector encompasses various businesses such as hotels, restaurants, and other service providers. This research study employs a descriptive research approach, utilizing a Convenience (non-random) sampling technique with a sample size of 100 customers from the hospitality industry Rajkot. Data collection involves the use of questionnaires, and subsequent analysis involves the application of Chi-square tests. The research is grounded in a conceptual model that demonstrates the interconnectedness of customer satisfaction, customer trust and customer loyalty. In summary, the data highlights the significance of various factors impacting customers' hotel choices. It emphasizes occasional visits driven by positive experiences and loyalty programs. To succeed, hotels must prioritize meeting customer preferences and providing enticing amenities.

Tourists’ Preferences for Locations and Hotel Accommodations After Covid-19: Insights from India

Among the major crises caused by the novel Covid-19, the hospitality industry was one of the most severely affected. The absence of tourism due to the lockdown and the post-Covid crisis seriously impacted the industry. In this context, this study analyzes the changes in tourists’ attitudes and preferences due to their perceived stress towards their hotel accommodation and location preferences in the post-Covid-19 lockdown in India. An online survey was conducted among 450 respondents to evaluate the change in tourists’ perception in terms of their gender, income, and marital status. The statistical analysis revealed that during the covid crisis, natural surroundings and pleasant weather conditions were the most important factors in determining hotel rooms and location preferences. This continues to influence in the choice of hotels afterwards too.

Generation Z consumer behaviour and hotel branding: exploring the role of values, corporate identity and trust

ABSTRACT This article explores the evolving role of hotels as spaces for social interaction and meaningful engagement, extending beyond their traditional function of accommodation. Specifically focusing on Generation Z, it investigates how the values, beliefs and responsible corporate identity of hotel brands significantly influence consumer behaviour. The study employs a quantitative, descriptive methodology, utilising an online survey with Likert-scale questions. A sample of 151 Dutch respondents was analysed to gain insights into the preferences and expectations of Generation Z consumers. The findings underscore the importance of aligning hotel branding with the brand’s value proposition to foster trust, ultimately influencing the choice of hotels. Values that encompass environmental and community policies hold significant importance for this cohort. Authenticity and personalisation are crucial for creating the unique experiences that Generation Z desires. It is essential that these elements are reflected in all aspects of branding, communication and operations. This research contributes to a deeper understanding of Generation Z’s impact on the hospitality industry and provides valuable insights for effective hotel branding strategies.

The Influence of Ewom on The Purchase Intention of Young Consumers at Online Travel Agents Through the Expansion on the Information Adoption Model (Case Study on Traveloka, Tiket.Com, Agoda, Pegipegi, Airbnb)

e-WOM has become very popular in recent years due to the increasing number of contributors and the proliferation of mobile platforms for applicatios on social media. In online travel agents, it is currently known that tourist is obtain information from online review websites rather than hotel websites to decide their hotel choices, therefore eWOM significantly influences consumers purchasing decisions. This research contributes to IAM and the extended model will be tested in eWOM research on five online travel egents (Traveloka, Tiket.com, Agoda, Pegipegi, Airbnb). This study aims to examine the effect of argument quality, source credibility, information quantity, and emotional word understanding on the percived usefulness of eWOM, to analyze the effect of perceived usefulness on information adoption and to investigate the effect of information adoption on young consumers purchase intentions. The type of research used in this study is descriptive analysis with quantitative approach with CB-SEM data analysis techniques using the Amos24 program with a minimum sample of 385 respondents.The results show that argument quality, source credibility, information quantity and emotive word comprehension have positive effect on the perceived usefulness of eWOM. Perceived usefulness has positive influence on the information adoption of eWOM, which in turn predicts the young consumers’ purchase intentions. This study makes several contributions to the literature on marketing communications, in particular to eWOM research and IAM theory. Practically, this research provides knowledge and insight to online travel agent site marketers in order to increase the usability and effectiveness of eWOM to attract more young consumers.

Leisure Guests’ Perceptions of Price and Security: The Case of Awka, Nigeria

Despite general security concerns, particularly security issues prevalent in the Nigerian hotel industry, guests have to contend with the room rate or price of staying in hotels considering the spiraling inflation in the country. Nevertheless, it is not empirically established if price and security influence leisure guests’ choice of hotels in Nigeria. To achieve these objectives and establish a framework of leisure guests’ choice of hotels, this study used multiple regression analysis to test the formulated hypotheses with the aid of SPSS Version 20.0 software at 5% level of significance. Findings from a convenience sample of 246 respondents who lodge in hotels in Awka metropolis, Anambra State, Nigeria show that the two factors investigated namely price and security influence leisure guests’ choice of hotels. More importantly, security has more influence than price. To sum up, the study concludes that the basis of hotel accommodation is security and affordability. Therefore, the study recommends that hotel owners and managers should definitely be security-conscious in the management of their hotels and always strive to give consumers more for less.

The Factors that Affect Consumers’ Choice of Five-Star Hotels

The major purpose of this report is to investigate the elements that influence consumers' selection of five-star hotels. This study’s goal has been to provide the standards of the characteristics that a five-star hotel has to boost occupancy. A variety of studies were carried out to examine the volatility of consumption statistics, as well as the consistency of the hotel's capabilities and flaws in many categories. The study gathered useful information on five-star hotels that captured attention. All early findings provide insight into the nature of the high-end hotel industry's development trend.

Factors Affecting Bangladeshi Travelers’ Selection of Hotels

Understanding the preferences and choices of travelers is essential for hoteliers and other tourism stakeholders as the hotel and tourism sectors in Bangladesh become more and more competitive day by day. The purpose of this study is to look at the key factors that influence hotel choice among Bangladeshi travelers. This study also seeks to offer insights into the particular requirements and expectations of Bangladeshi travelers by examining the elements that affect the hotel selection process. Considering these elements can help hoteliers and other tourism industry professionals tailor their services to the particular requirements and expectations of Bangladeshi travelers. The data for this research was collected through an online survey. A structured questionnaire with a five-point Likert scale is used and data were collected from 379 respondents, of which the valid response rate is 75.8%. The data have been analyzed using descriptive statistics. Research result highlights that ‘Staff Service Quality’, ‘Safety and Security’ and ‘Value for money’ are the three most influential factors in selecting a hotel.