A gap analysis of perceptions of hotel attributes by marketing managers and older people in Australia

Sherrie Wei, H. Ruys, T. E. Muller
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引用次数: 56

Abstract

Surveys the perceptions of attributes of three‐ to five‐star hotels by marketing managers and by older people aged 60 and over who return to a satisfying hotel. The attributes studied were price, location, facilities, hotel restaurant, room furnishings, front‐desk efficiency and staff attitude. Usable data were analysed for 154 older consumers in Queensland, Australia, and 44 hotel marketing managers in Australia working at three‐ to five‐star hotels. Respondents’ ratings of a set of eight hotel attribute‐level scenarios were subjected to conjoint analysis in order to infer the relative importance of each attribute to both groups. Results show that both seniors and marketing managers considered hotel facilities to be the most important attribute, followed by room furnishings. The managerial implications for hotels and future research opportunities are also discussed.
澳大利亚市场营销经理和老年人对酒店属性认知的差距分析
调查市场营销经理和60岁及以上的老年人对三星至五星级酒店属性的看法。所研究的属性包括价格、位置、设施、酒店餐厅、客房陈设、前台效率和员工态度。我们分析了澳大利亚昆士兰州154名老年消费者和澳大利亚44名在三星级至五星级酒店工作的酒店营销经理的可用数据。受访者对一组八个酒店属性级别场景的评级进行了联合分析,以推断每个属性对两组的相对重要性。结果显示,老年人和营销经理都认为酒店设施是最重要的属性,其次是房间陈设。对酒店的管理意义和未来的研究机会也进行了讨论。
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