ATMOSPHERE IN 5 STAR HOTELS
By Elisa Thenni
1-3309-037
A thesis submitted to the Faculty of
BUSINESS ADMINISTRATION AND HUMANITIES
in partial fulfillment of the requirements for the
BACHELOR’S DEGREE in
HOTEL AND TOURISM MANAGEMENT
SWISS GERMAN UNIVERSITY EduTown BSD City
Tangerang 15339 Indonesia
July 2013
Revision After Thesis Defence on 19th July 2013
Elisa Thenni STATEMENT BY THE AUTHOR
I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.
Elisa Thenni
_____________________________________________
Student Date
Approved by:
Mr. Pudyotomo A. Saroso
_____________________________________________
Thesis Advisor Date
Parhimpunan Simatupang, SE, MBA
_____________________________________________
Thesis Co-Advisor Date
Parhimpunan Simatupang, SE, MBA
Dean Date
Elisa Thenni ABSTRACT
THE ANALYSIS OF IMPORTANT ELEMENTS IN CREATING GREAT ATMOSPHERE IN 5 STAR HOTELS
By Elisa Thenni
Mr. Pudyotomo A. Saroso, Advisor
Parhimpunan Simatupang, SE, MBA, Co-Advisor
SWISS GERMAN UNIVERISTY
The purpose of this research is to determine the most important atmospheric elements from guests’ perspective that will stimulate a great atmosphere in 5 star hotels as an ingenious way to attract and satisfy guests. The methodology that being used in this research is quantitative approach through 97 questionnaires distribution and analyse those data with mean descriptive and chi-squared analysis. The research finds in sequence from the most important to less important atmospheric element: fresh smell, relaxation scent, big lobby size, soft volume, soft furniture, calm colour, cold temperature, smooth furniture, light brightness, low pitch tone, and furniture in geometric shape. The research also finds that female highly value calm colour and relaxation scent more than their male counterpart.
Keywords: hotel atmosphere, atmospheric dimension and element, hotel ambience, gender on preference
Elisa Thenni
© Copyright 2013 by Elisa Thenni All rights reserved
Elisa Thenni DEDICATION
I dedicate this thesis to my most beloved mother for her amazing unconditional love, for her sincere sacrifices, and for her immense compassion from a mother tender heart.
Elisa Thenni ACKNOWLEDGEMENTS
I wish to thank Swiss German University for facilitating me and giving me the chance to develop my potential include in the making of this thesis. I wish to thank to my advisor Mr. Pudyotomo A. Saroso for his wonderful guidance and support to complete this thesis as well as to Mr. Parhimpunan Simatupang as my co-advisor. I thank also to all of my classmate friends for being a good friends and supporting one each other. Finally I thank to God’s never-ending grace and His magnificent blessings.
Elisa Thenni TABLE OF CONTENTS
STATEMENT BY THE AUTHOR………..2
ABSTRACT………3
DEDICATION………5
ACKNOWLEDGEMENTS………...6
LIST OF FIGURE………..9
LIST OF TABLES……….………10
CHAPTER 1 – INTRODUCTION……….………..12
1.1 Background ... 12
1.2 Research Problem ... 13
1.3 Research Question ... 14
1.4 Research Purpose ... 15
1.5 Scope and Limitation ... 15
1.6 Significance of Study ... 15
1.7 Thesis Structure ... 16
CHAPTER 2 - LITERATURE REVIEW………17
2.1 Framework of Thinking ... 17
2.2 Servicescape ... 18
2.3 Atmospheric ... 19
2.3.1 Visual Dimension ... 20
2.3.2 Aural Dimension ... 29
2.3.3 Olfactory Dimension ... 31
2.3.4 Tactile Dimension ... 32
CHAPTER 3 - METHODOLOGY………...34
3.1 Research Process ... 34
3.2 Type of Data ... 35
3.3 Populations and Sample Size ... 36
3.4 Research Questions and Hypothesis ... 37
3.5. Question Design ... 37
Table 3.2 Question Design ... 39
3.6. Data Analysis ... 39
3.6.1 Pre- Testing ... 39
3.6.2 Post- Testing ... 39
3.6.3 SPSS Testing ... 40
CHAPTER 4 – RESULT AND DISCUSSION………43
4.1 Respondent’s Profile ... 43
4.1.1 Age ... 43
4.1.2 Gender ... 44
4.1.3 Marital Status ... 45
4.1.4 Home Continent ... 46
4.1.5 Last Education ... 47
4.1.6 Occupation ... 48
Elisa Thenni
4.1.7 Yearly Income in IDR ... 49
4.1.8 Frequent Visit ... 51
4.2 Statistical Analysis ... 52
4.2.1 Reliability Testing for Pre-Testing ... 52
4.2.2 Validity Testing for Pre-Testing ... 52
4.2.3 Reliability Testing for Post-Testing ... 54
4.2.4 Validity Testing for Post-Testing ... 55
4.3 Descriptive Analysis ... 57
4.4 Correlation Chi-Squared Analysis ... 59
4.4.1 Gender * Visual Dimension Color ... 59
4.4.2 Gender * Visual Dimension Brightness ... 61
4.4.3 Gender * Visual Dimension Lobby Size ... 62
4.4.4 Gender * Visual Dimension Shape ... 62
4.4.5 Gender * Aural Dimension Volume ... 63
4.4.6 Gender * Aural Dimension Pitch Tone ... 64
4.4.7 Gender * Olfactory Dimension Scents ... 64
4.4.8 Gender * Olfactory Dimension Freshness ... 66
4.4.9 Gender * Tactile Dimension Softness ... 67
4.4.10 Gender * Tactile Dimension Smoothness ... 67
4.4.11 Gender * Tactile Dimension Temperature ... 68
4.4.12 Chi-Squared Results Summary of Gender * Atmosphere Elements ... 69
4.5 Hypothesis Analysis ... 70
CHAPTER 5 – CONCLUSION AND RECOMMENDATION……….72
5.1 Conclusion ... 72
5.2 Recommendation ... 73
GLOSSARY………75
REFERENCES………...76
APPENDICES………78
Appendix 1 – Pearson Correlation Table ... 78
Appendix 2 - Chi-Square Distribution Table ... 79
Appendix 3 – Questionnaire ... 80
CURRICULUM VITAE………....84
