A study of the significant factors in choosing a hotel, focusing on brand, price, perception of quality and perception of value - a survey in Switzerland
| Autor: | SHIN-HUEI LIN, 林欣慧 |
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| Rok vydání: | 2009 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 97 Previous research on the relationships between hotel brands, prices, perceived value, and perceived quality has often determined that there is a strong link between the hotel brand, its price and the overall success of the hotel. Indeed previous research found a strong relationship between customers’ perceptions of hotel quality and value. However, previous research is limited in that it is concentrated on the willingness of customers to pay a different price to stay at hotels, based upon customer’s reflections on value, quality, price and brand. Therefore, the aim of this research study is to determine the significant factors (price, brand, quality perception and value perception) in choosing a hotel, and the extent to which customers are prepared to pay a premium to stay at a hotel based upon the significant choice factors. Demographic differences are also explored. This research methodology adopted to explore the research aim is quantitative in nature involving a questionnaire administered to 100 people, made up of tourists and longer-term residents of Switzerland. Four categories of respondents participated in the survey and the results were analyzed using SPSS (version 15) software. The quantitative analysis of the questionnaires was conducted through different types of statistical measures and tests including mean scores, chi-square tests, correlation analysis using the Pearson product-moment correlation coefficient. This analysis looked at the influences on the results due to demographic attributes of respondents. The findings of this research study show that there are several significant differences in findings due to demographic attributes of people surveyed. The key conclusion about the value that this research adds to the body of literature is that there is a dynamic relationship between the diverse demographics of consumers and their preferences in choosing hotels. In summary, there is a significant relationship between choosing a hotel because of its brand and perceived high quality, especially amongst married, older and professional occupations. In addition, customers in these groups are prepared to pay a premium of 50- 70 Swiss francs to stay in a hotel because of its brand or perceived high quality. However, limitations in the research findings exist due to the sample make-up and recommendations are made. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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