Multiattribute Decision Making Analysis for Customer Preference of Tourist Hotels

This study focuses on perception of hotel attributes that affect the selection of tourist hotels. These hotel service attributes are further categorized into seven hierarchies: business image, hotel location, service attitude, room service, beverage and food service, hotel facilities, and hotel environment. These hierarchies include twenty-seven evaluation items. Analytic Hierarchy Process method and multiple attribute utility function have been utilized to evaluate customer preference of hotels. Then, we conducted a thorough perception consciousness investigation of service quality to assess customer evaluation and preference of service attributes, which led to an understanding of the factors that affect hotel selection     

Designing lifestyle hotels

Art creates irreplaceable added value and serves as a source for satisfying the spiritual needs of hotel customers. To provide customers with memorable services, hotels not only need to continue improving their services (exploit), but also have to design artistic new services (explore). Thus, customer willingness to return to the hotel could be increased, enhancing customer loyalty. However, few hotels simultaneously implement these two types of trade-off activities (i.e., exploitation and exploration). According to the ambidexterity perspective, this study applied a case study approach to investigate the process through which hotel operators design lifestyle hotels. Moreover, this study involved constructing an operational framework that adopted art as the basis for differentiation. The research results revealed that in introducing art concepts into a hotel service system, hotels operators must attach a high level of importance to several key activities, including hiring a full-time executive artistic manager in the top management team to engage in innovation, integrating local culture and the natural environment into the design of an artistic servicescape, catering to customers’ needs, and adopting high-performance human resource practices. These activities enable hotels to enhance their service capability in simultaneously implementing the two mutual trade-off activities, specifically designing new artistic services (explorative innovation) and continually improving their services (exploitative innovation).     

Understanding service attributes of robot hotels: A sentiment analysis of customer online reviews

Robots and artificial intelligence are essential to the future of the hospitality industry, and they are receiving increasing interest from hotel managers and researchers. However, the adoption of robotic services in hotel operations is a challenging task owing to the current level of technology and lack of understanding on the relationship between various aspects of robotic services and customer satisfaction. Moreover, no prior study has examined the service attributes of robots in hotels. To fill these gaps, this study analyzes customers’ sentiments on major hotels employing robotic services expressed through online reviews. A list of robot quality and operational area attributes is first constructed, through which underperforming robot service areas are identified. Sentiments on robotic services have a positive correlation with hotel service satisfaction, which plays an important role in determining the overall satisfaction of customers. The analysis and findings are valuable to researchers and managers for future research and adoption of robotic services in hotels.     

The Importance of Hotel Attributes in Contributing to Travelers' Satisfaction in the Hong Kong Hotel Industry

Abstract

This study surveyed 402 international travelers to explore their satisfaction levels towards service and facility quality in three Hong Kong hotel market segments, High-Tariff A, High-Tariff B and Medium Tariff. Six perception dimensions were extracted from 33 hotel attributes by a factor analysis. All six dimensions had a significant impact on the overall satisfaction of travelers with service quality and facilities in the three Hong Kong hotel market segments. Quality of Staff Performance was the most influential factor followed by Quality of Room Facilities, Value for Money, Variety and Efficient Services, Business Related Services, and Safety and Security respectively. It was found that travelers had the lowest satisfaction level towards the Medium-Tariff hotel segment. By identifying the most influential hotel dimension in influencing travelers' satisfaction levels, hoteliers will be in an advantageous position to formulate tactics to meet the changing needs and expectations of travelers. Implementing human resources training that emphasizes the fact that service quality is part of each employee's job should have a significant impact on guest re-purchase intention. The importance of value segmentation cannot be overlooked by hoteliers. Travelers will continue to expect hotels to provide more value-for-money services and facilities and they are expected to shift their purchasing decision to an economic value basis.     

A stochastic cost efficiency analysis of international tourist hotels in Taiwan

The one-stage stochastic frontier approach (SFA) is used in this study to simultaneously estimate cost efficiency scores and factors of cost inefficiency for 66 international tourist hotels in Taiwan during 1997–2006. An SFA model with three outputs and three inputs is defined. The three outputs are room revenue, food and beverage revenue, and other operation revenue while the three inputs are price of labor, price of other operation, and price of food and beverage. This model also takes into account five environmental variables, including dummy variable of the hotels located in non-metropolitan area, dummy variable of chain hotels, the number of tourist guides, the minimum distance from each hotel to Taoyuan international airport and the minimum distance from each hotel to Kaohsiung international airport. Empirical results show that international tourist hotels in Taiwan are on average operating at 91.15% cost efficiency. All nominal variables are transformed into real variables in 1997 prices by GDP deflators. Chain systems, tourist guides, and international transportation can significantly improve the cost efficiency of international tourist hotels in Taiwan.     

“货币补偿”总是最优策略吗?——高星级酒店不同服务失误归因下的情境研究

酒店服务的异质性和顾客需求的多样性使得服务失误在所难免。服务补救成为酒店修复服务失误,赢得顾客口碑和再次光顾的重要举措。在酒店管理实践中,货币补偿颇受管理者青睐,通常被作为应对服务失误的首要选择。然而,货币补偿是否为服务失误发生时的最优选择?文章以高星级酒店为研究背景,对服务失误进行情境设计,检验不同失误归因下货币补偿和非货币补偿的补偿满意度差异。数据分析结果显示:酒店因素导致的服务失误情境下,相比货币补偿而言,非货币补偿具有更好的补偿效果;其他顾客因素和顾客自身因素导致的服务失误情境下,货币补偿与非货币补偿间没有显著效果差异。此外,补偿满意度对顾客信任、重购意向与口碑有显著正向影响。     

Bridge the Gaps: From Deficiency to Superior Service

In the face of ever intense competition and limited resources, it is management's primary concern to seek out accurate and effective ways for uncovering deficient service quality attributes and the real causes behind them. The purpose of this study is, therefore, to develop a two-phased service quality strategy model to identify defective service attributes and uncover their root causes by integrating the importance-performance gap analysis model, service triangle and gap analysis. A survey conducted on the guests, front-line servers and managers from nine different restaurant outlets of three similar international hotels in Taiwan is presented to empirically substantiate the suitability and practicality of this proposed model. The findings demonstrated that the model was fitted for the hotel in question to identify its defective service quality attributes, prioritize their order of improvement and consequently reveal the causes behind by analyzing the existence of the gaps among customers, managers and front-line servers. The managerial implication for restaurant managers is to reallocate resources and efforts in service areas that require immediate improvement. With this particular model, management now can serve their customers well even with limited resources.     

Diversification strategy and financial performance in the Taiwanese hotel industry

This study categorized 25 highly market-diversified international tourist hotels into two sub-groups, based on the highest proportion of hotel revenue generated either by (1) food and beverage (F&B) services; or by (2) room services. We investigated the differences in financial performance of these two sub-groups and concluded that hotels with a major proportion of the revenue from F&B services obtained higher growth but unstable profit margins, compared to another group of hotels with profit mainly from room service. Our study results can serve as a valuable reference for hospitality industries to evaluate the tradeoff between investing more resources in room or F& B service, especially at markets where F&B is highly valued.     

Classifying technological innovation attributes for hotels: an application of the Kano model

ABSTRACT

Technological facilities and services have become attractive features in hotel selection. However, limited research has been conducted on how technological innovation attributes are perceived by hotel tourists. This paper aims to highlight and categorize the technological innovation attributes of hotels based on the Kano model. Empirical testing shows four technological innovation factors: Internet and app usage, smartphone usage as a room key and for payment, E-housekeeping, and the use of electronic self-service systems. Findings provide practical implications for hotel operators planning to introduce technologies into their hotels.     

Preferences and Willingness to Pay for Green Hotel Attributes in Tourist Choice Behavior: The Case of Taiwan

Although many companies in the hotel industry aim to pursue more sustainable and socially responsible practices, the present literature shows mixed results with regard to tourist reactions to such moves, especially for the service quality perception impacted by implemented green practices and the willingness to pay more for such actions. Unlike previous research examining tourists’ preferences for separate green hotel attributes, this study identifies the determinants of tourists’ choice of green hotel attributes. Additionally, the study measures the willingness to pay (WTP) for such services, in the context of the Taiwanese market, using the stated preference of combined green hotel attribute scenarios. A multinomial logit (MNL) model is employed to estimate the relative influence of behavioral and facility attributes on choice behavior. Furthermore, the study examines determinants influencing respondents’ choice of green hotel attributes. A latent variable class model (LVCM) approach is applied in the estimation of the unobserved heterogeneity, and a total of 390 valid respondents were used in the analysis. The empirical MNL results indicate that while tourists prefer luxury rooms and the provision of personal toiletries, they are also willing to accept reduced service quality. Additionally, sex, income, and age have significant influences on tourist choice behavior. The results of the LVCM model demonstrate that respondents with high levels of the green consumption trait are more likely to choose hotels that have a greater number of environmentally friendly attributes. The implicit amount that tourists are willing to pay for room quality is around US$13, for the provision of personal toiletries is about US$22, and for service quality is US$12, but they also require a discount of approximately US$11 in order to accept the common practices of green hotels. This study is useful in providing the hotel industry and government with quantitative information that can be used to develop and implement better green hotel policies.     

酒店组织公平性氛围和服务氛围与旅客的投诉次数

文章对57家酒店的167个服务团队进行了一次实证研究,探讨酒店的组织公平性氛围和服务氛围与旅客的投诉次数之间的关系。数据分析结果表明,酒店的组织公平性氛围与服务氛围存在显著的正相关关系,酒店的服务氛围与团队的服务质量存在显著的正相关关系,团队的服务质量与旅客的投诉次数存在显著的负相关关系,酒店的服务氛围中介了组织公平性氛围与团队服务质量之间的正相关关系;团队的服务质量是酒店的服务氛围与旅客投诉次数之间的中介变量。     

Organizational Climate of Food and Beverage Employees

Abstract

Seven dimensions of organizational climate and measures of perceived customer satisfaction were gathered from food and beverage employees of 14 hotels. Regression analysis revealed organizational climate to explain 26.9% of the variance in customer satisfaction with food and beverage and only two organizational climate dimensions, professional and organizational esprit, and conflict and ambiguity, displaying a unique relationship to customer satisfaction with food and beverage. Customer satisfaction with food and beverage was found to explain 18.45% of the variation in RevPAR among the hotels. Recommendations are made as to which dimensions of organizational climate should be targeted for intervention programs attempting to increase hotel financial performance.     

Are innovations relevant for consumers in the hospitality industry? A hedonic approach for Cuban hotels

This paper evaluates the impact of innovative activity in the hotel industry on the willingness to pay by consumers. To this end, we estimate a hedonic price function where innovation is identified indirectly through certain attributes that previous literature has linked with hotel innovativeness. The test is performed on a representative sample of Cuban hotels, considering a large number of attributes of hotels and rooms. To solve the usual problems of collinearity, a million alternative models are estimated by choosing the variables included in a random manner and obtaining the final coefficients by means of an internal meta-analysis. The results are completed with a variance decomposition analysis. The results highlight the importance of the attributes linked to innovation and internationalization on the determination of room prices in Cuban hotels: membership of international hotel chains, high quality offers, diversified rooms, and adaptability to specific needs of each client.     

Analyzing Hotel Customers' E-Complaints from an Internet Complaint Forum

SUMMARY

Recent web technology advancement has enabled online customers to express their concerns and negative experiences about the hotel services over the Internet. This exploratory study attempts to provide some insights into this recent phenomenon by analyzing self-selected hotel customers' online complaints recorded on a specialized complaint forum, eComplaints.com. A content analysis of those e-Complaints in 18 problem categories revealed that online customers were mostly unhappy with fundamental service failures (i.e., declined service quality and rude employees) in the hotel service encounter. Surprisingly, only one in every five e-Complaints received a response from the hotel company in the identified top-five complaint categories. The authors further used text-mining software to identify most frequently complained keywords and examine their relational associations. Business implications of the research findings were also discussed.     

Exploring the Factors Affecting Hotel Outsourcing in Taiwan

Two studies were conducted to examine factors affecting hotel outsourcing in Taiwan. In study 1, interviews with senior hotel managers were analyzed to explore the factors determining a hotel's outsourcing of different services. The results of the questionnaire survey used in study 2 indicated that the current and desired percentages of outsourcing for international tourist hotels in Taiwan were very low, indicating that strategic outsourcing has not received much attention in that part of the Taiwanese hospitality sector. The hotel departments that were most often outsourced were housekeeping, security, maintenance and information systems. Study 2 also showed outsourcing decisions were based only on a hotel's resources. The effect of predicting outsourcing was not significant for transaction costs. The results of this study provide both hotel management and outsourcing service providers with insights into hotel outsourcing in Taiwan.     

Emerging Definitions of Boutique and Lifestyle Hotels: A Delphi Study

Despite growing interest in the boutique and lifestyle sector of the lodging industry, there is not an accepted definition of either “boutique hotel” or “lifestyle hotel.” Boutique and lifestyle hotel strategies provide hotel companies with important points of differentiation in an increasingly competitive marketplace. The current study determined definitions using a Delphi analysis of responses from a diverse group of experts from the lodging industry. Forty-one panel members were involved in the process that was undertaken with three rounds of questions. The study determined that boutique hotels are best characterized as small, stylish hotels that offer high levels of service. Lifestyle hotels are described as innovative and provide more of a personal experience than so-called “branded” hotels.     

Determinants of Customer Satisfaction in the Hotel Industry: An Application of Online Review Analysis

This study illustrates that determinants of customer satisfaction in hospitality venues can be identified through an analysis of online reviews. Using text mining and content analysis of 42,668 online traveler reviews covering 774 star-rated hotels, the study found that transportation convenience, food and beverage management, convenience to tourist destinations and value for money are identified as excellent factors that customers booking both luxury and budget hotels consider important and for which the performance is much satisfactory to them. Customers paid more attention to, but were less satisfied with, bed, reception services and room size and decoration. Most determinants of customer satisfaction also showed a consensus over luxury versus budget hotels, except for factors referring to lobby and sound insulation. As per its findings, the article concludes by presenting theoretical and managerial implications.     

European Silk Road Tourists' and Their Tour Guides' Perceptions of Product and Service Quality

Abstract

The development potential of the China Silk Road tour has been recognised by international organisations. In a preliminary survey product and service quality perceptions of 78 European Silk Road tourists and of 20 guides were assessed. The tourists were quite critical of food served outside their hotels, the interest created by the attractions, the friendliness of locals and the price and quality of souvenirs. In nearly all these aspects tour guides' assessment differed substantially from their clients'. These results indicate a need for product and service quality improvements, including tour guides' training, to realise the undoubted potential of China Silk Road tours.     

Determining guests’ willingness to pay for hotel room attributes with a discrete choice model

Hotel managers need to understand the marginal utility customers associate with a specific attribute of a hotel in order to effectively set up rate fences and to price their rooms accordingly. This study adopted a stated choice experiment and discrete choice modeling method to obtain hotel guests’ willingness to pay (WTP) for a specific set of room attributes within a single hotel property. The attributes include room views, hotel floor, club access, free mini-bar items, smartphone service, and cancellation policy. The study discovered that leisure travelers versus business travelers, and first-time visitors versus repeat visitors, perceive different WTP values for various attributes. These findings provide valuable information for hotel managers to segment their market and conduct revenue management practices in order to maximize revenue and profit. The results also demonstrate the value of discrete choice modeling in obtaining WTP for hotel room attributes.     

Managing green marketing: Hong Kong hotel managers’ perspective

In view of the serious environmental problems we are currently facing, taking action to protect our planet is becoming more persuasive and important. Along with various environmental initiatives, the concept of green marketing emerged in the late 1980s. Some hotels have taken various initiatives to position themselves as green hotels, including the use of eco-labels as a marketing ploy to attract customers. Nevertheless, some of the hotels that use these green marketing strategies have been accused of “green washing”. The main aim of this study is to investigate Hong Kong hotel manager perceptions of the relative importance of different green marketing strategies. Questionnaires containing 30 attributes were distributed to this effect. The findings reveal that hotel managers equally perceive “Hotel green marketing should begin with green product and service design”, “Hotels provide products and services that do no harm to human health” and “The Internet is an effective channel to market a hotel's green initiatives to customers directly” as the top green marketing ploys. Independent t-tests and one-way ANOVA were also used to examine significant differences in the way hotel managers with different professional backgrounds and individual demographic characteristics rate the importance of hotel-related green marketing strategies. The findings indicate that lower-grade hotels tend to adopt lean green marketing strategies, whereas hotels with larger sizes or formal environmental management systems are likely to adopt shaded or extreme green marketing strategies. The study also provides a number of insights to help hotel managers and especially marketers better understand the implementation and importance of different green marketing strategies, thereby allowing them to employ suitable measures to avoid the “green washing” designation and attract more green-conscious travellers.