The aim of this research is to investigate factors in hotel choice and satisfaction for travelers in 21 – 38 age groups and in 39 – 50 age groups in Thailand. All factors in this research are derived from characteristics shown in online hotel booking and also based on previous research. After analysis, convenient hotel location, price and promotion are the most important factors in hotel choice for both groups.
Hotel choice studies have examined which important factors influence a traveler's choice. Therefore, the first part of this study focused on the important factors in choosing hotels for different age groups in Thailand. This study also investigated the important factors that significantly influence guest satisfaction during a hotel stay.
In addition, hotel ambience such as decor, facilities, layout, and entertainment have been found to be influential factors in guest satisfaction (Wong, Ng, Valerian, & Battistotti, 2014). Therefore, the second part of this study sought the factors that dominate guest satisfaction for different age groups in Thailand.
Research objectives
LITERATURE REVIEW
- Hotel selection consideration
- Customer satisfaction
- Hotel guest satisfaction
- Conceptual framework
In the hotel industry, guest satisfaction has been of wide interest for decades because it can contribute to higher revisit rates, word-of-mouth marketing, competitive advantage and sustainable leadership in the business. One of the most important challenges is to improve guest satisfaction because there are many intangible qualities involved such as staff attitude and service quality. According to the study of Barsky and Labagh (1992), employee attitude was considered the most important factor in guest satisfaction.
Other researchers have found helpful staff to be the second most influential factor in guest satisfaction. In addition, these factors are strongly related to guest satisfaction, and messages are conveyed as: "the staff understands your requirements", "the staff is polite and friendly", and "the staff provides efficient service" (Wong, Ng, Valerian, & Battistotti, 2014). Some researchers have found that the comfort of the bed, mattress, and pillow have a significant impact on overall guest satisfaction (Qu, Ryan, & Chu, 2000).
Therefore, room quality is the tangible attribute that has the strongest effect on overall guest satisfaction (Gundersen, Heide, & Olsson, 1996). This attribute is rated as the fourth most important factor in guest satisfaction (Qu, Ryan and Chu, 2000). According to the findings of Wong et al. 2014), hotel ambience contributes significantly to overall guest satisfaction.
In the study of Barsky and Labagh (1992), service provided factor was low in its importance for guest satisfaction. Regarding service performance, overall effective service provided by hotel staff was considered the most influential factor in guest satisfaction. Other attributes such as price, value for money, parking and food and beverage were found to have an effect on guest satisfaction.
Moreover, standard parking, valet parking, varied menu, and quality of food and beverages influence guest satisfaction (Barsky & Labagh, 1992; Qu, Ryan, & Chu, 2000). In the second part, this study determined important factors contributing to guest satisfaction for different age groups in Thailand. These factors are examined as independent variable and guest satisfaction levels are considered as dependent variable.
RESEARCH METHODOLOGY
Research instrument
Data collection
After the exhibition ended, 116 respondents were collected data in this study, which can be classified into 37 female and 16 male respondents aged 39 to 50, as well as 43 female and 20 male respondents aged 21 - 38. In addition, the Questionnaire was also made in Google form and was launched through the social network during the month of March. 84 respondents returned the questionnaire which can be classified into 28 female and 33 male respondents aged between 39 and 50 years old, as well as 16 female and 7 male respondents aged between 21 and 38 years old.
As can be seen from Table 3.1, the majority of the sampled respondents are between the ages of 21 and 38, which is 76 percent. Most of the respondents traveled about 1-2 times a year, which corresponds to 46 percent, and stayed 1-2 nights per year. trip. For the sample in the 39-50 age group, approximately 70 percent of the respondents are women and have a bachelor's degree.
Most of them have a monthly income of more than 45,000 baht, accounting for 30 percent, and travel 1-2 times a year. The sample of the millennial generation shows that a large proportion of respondents are women, namely around 57 percent. This study analyzed the collected data using Statistical Package for Social Sciences (SPSS).
A factor whose mean score is greater than 4 was analyzed by one sample t-test to investigate whether its mean score is significantly greater than 4, which is considered an important factor in hotel choice or satisfaction.
DATA ANALYSIS AND FINDINGS
- Hotel selection for travelers aged between 39 and 50
- Hotel selection for travelers aged between 21 and 38
- Hotel satisfaction for travelers aged between 39 and 50
- Hotel satisfaction for travelers aged between 21 and 38
- Implication and suggestion to hoteliers
- Hotel selection
- Hotel satisfaction
However, “Previous Experiences” and “Variety of Room Facilities” are no longer influential factors after applying the t-test. When selecting hotels, “Tourist attraction nearby,” “Previous experience,” and “Free Wi-Fi in the room” have a significant effect on both male and female travelers. Room view” (4.23) and “Variety of room amenities” (4.17), while these factors do not affect female travelers.
Non-smoking room", "Parking", "Room decor" and "Family and friend's recommendation" when making hotel reservations. As a result, there are eighteen important factors in hotel satisfaction for travelers between the ages of 39 – 50 years old. Cleanliness", "Quality of bedding” and “Well-maintained room” are still ranked among the top three important factors for both sexes.
Surprisingly, "Tranquility" and "Standard room amenities" are more important to guest satisfaction than "Overall service quality", "Helpful staff" and "Polite and friendly staff". Internet speed in the room", "Hotel atmosphere" and "Hotel public area decor" are unimportant factors in guest satisfaction for travelers in this age group. Cleanliness", "Value for money", and "Reasonable price" as top three important factors in their satisfaction.
Guests and guests rated “Efficient Service” and “Responsive Service” higher than all components of hotel facilities and services. In terms of facilities and services, "well-maintained room", "bedding quality" and "standard room equipment" are the most important factors of guest satisfaction. The results show that "Convenient hotel location", "Non-smoking room" and "Promotion" are the most important factors for travelers aged 39-50 when choosing hotels.
Additionally, "Many Room Amenities" and "Room View" can contribute greatly to hotel selection for travelers aged 21 – 38. Standard room amenities", "Overall service quality", "Helpful staff", "Polite and friendly staff" and "Efficient and responsive service" respectively. For the Millennial generation, the most important factor is "Cleanliness", followed by 'Value for money' and 'Reasonable price'.
Instead of room features, travelers focus more on 'Polite and friendly staff', 'Helpful staff' and 'Overall service quality'. Travelers also consider “well-maintained rooms” and “bedding quality” to be more important than furnishings and hotel facilities and services.
CONCLUSION
Conclusion
The next most important factors are 'Value for money', 'Reasonable price', 'Overall service quality' and 'Helpful staff' respectively. Accordingly, factors in hotel facilities and services, such as the quality of breakfast, also have a significant influence on female rather than male travelers. Value for money” and “Reasonable price” take second and third place in terms of satisfaction factors.
The young generation is more concerned about the quality of service and helpful staff than the quality of bedding. Room furnishings and hotel facilities and services are still the least important factors contributing to hotel satisfaction. However, male travelers are very satisfied with the variety of breakfast menus and the neat appearance of the staff.
For hotel selection, hotel managers should provide transportation services or arrange tour services near tourist attractions. Moreover, the all inclusive package would be an interesting promotional campaign as travelers in both age groups are successfully attracted by the tourist attractions and promotions. To increase guest satisfaction, hotel managers can offer the same solution to both age groups because they consider almost similar important factors.
The manager should focus closely on cleanliness, quality of bedding and maintenance in guest rooms by establishing a more frequent schedule for room inspections or setting up reward programs to encourage housekeepers and technicians to deliver good jobs. In addition, housekeepers and technicians must work well together to ensure that there are no defective items when guests are accommodated in the rooms. Marketing managers should set the reasonable room rate, otherwise travelers of both age groups will be.
Hotel managers should review all safety and security equipment and procedures to prevent bad incidents. In addition, managers should focus on training staff to achieve better service orientation and skills. Managers should continue to improve the work process to provide a more responsive service, reduce errors and achieve a higher quality standard.
Limitation of this study
Recommendation for further research
The importance of hotel features in contributing to traveler satisfaction in the Hong Kong hotel industry. Hotel selection criteria used by Chinese and foreign solo travelers to Hong Kong.
APPENDICES
APPENDIX A: Factors in hotel selection
