Cultural Background: Does It Influence Mature Travellers Rating of Hotel Attributes
CULTURAL BACKGROUND: DOES IT INFLUENCE MATURE TRAVELERS EVALUATION OF HOTEL ATTRIBUTES?
ABSTRACT
The mature traveler segment offers huge potential as they generally have more leisure time and fewer demands on their available income than younger travelers; therefore understanding their needs and desires is ever so important. The current study explores the impact of cultural background upon mature age travelers’ evaluation of 35 hotel attributes presented in a self-administered questionnaire. A survey of 245 international mature travelers (aged over 55 years and from countries with Western and Asian cultural heritage) was administered in the check-in area of Bangkok’s Suvarnabhumi International Airport. The findings show that the attribute of cleanliness ranks highest amongst important attributes while leisure facilities rank relatively low by both groups of mature travelers. Interestingly neither group ranked hotels aimed specifically for seniors as an important attribute. The study shows a strong correlation between mature travelers in the range of desirable of hotel attributes with few exceptions, irrespective of cultural background.
Keywords: culture; hotel attributes; mature travelers; tourism
INTRODUCTION
There are substantial costs involved with investments in the hotel industry, both in the physical properties and the marketing of the associated businesses. Therefore, investigating which facilities and services travelers appreciate assist those in the hotel industry in better allocating resources. Excellence in the design of physical facilities and operations can benefit all age categories in various culture.1 This is also true for members of the tourism industry, ranging from private enterprises to government tourism authorities, from individuals to major corporations. The competition within the international tourist industry is increasing, so participants must plan and direct their marketing to target specific sectors of inbound
ABSTRACT
The mature traveler segment offers huge potential as they generally have more leisure time and fewer demands on their available income than younger travelers; therefore understanding their needs and desires is ever so important. The current study explores the impact of cultural background upon mature age travelers’ evaluation of 35 hotel attributes presented in a self-administered questionnaire. A survey of 245 international mature travelers (aged over 55 years and from countries with Western and Asian cultural heritage) was administered in the check-in area of Bangkok’s Suvarnabhumi International Airport. The findings show that the attribute of cleanliness ranks highest amongst important attributes while leisure facilities rank relatively low by both groups of mature travelers. Interestingly neither group ranked hotels aimed specifically for seniors as an important attribute. The study shows a strong correlation between mature travelers in the range of desirable of hotel attributes with few exceptions, irrespective of cultural background.
Keywords: culture; hotel attributes; mature travelers; tourism
INTRODUCTION
There are substantial costs involved with investments in the hotel industry, both in the physical properties and the marketing of the associated businesses. Therefore, investigating which facilities and services travelers appreciate assist those in the hotel industry in better allocating resources. Excellence in the design of physical facilities and operations can benefit all age categories in various culture.1 This is also true for members of the tourism industry, ranging from private enterprises to government tourism authorities, from individuals to major corporations. The competition within the international tourist industry is increasing, so participants must plan and direct their marketing to target specific sectors of inbound
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