Understanding the dynamics of the hotel accommodation purchase decision

TLDR

Previous research on hotel accommodation choice largely relied on closed and open question surveys. The study aims to investigate the factors influencing guests’ hotel accommodation selection, using focus groups to deepen understanding. Four focus groups using a modified nominal group approach were analyzed with TextSmart™ to produce visual spatial maps of discussion. Focus group discussion revealed that location, price, facilities, and cleanliness are key factors, providing deeper insight than prior surveys, and offering practical trigger points for practitioners. The study is limited by small, New Zealand‑based focus groups but signals a new research direction.

Abstract

Purpose To investigate the factors that influence the selection of hotel accommodation by guests. Much of the previous research into this topic used a variety of closed and open question surveys. Design/methodology/approach This research was conducted using four focus groups utilizing a modified nominal group approach. It was found that the use of focus group discussion greatly assisted in producing depth of insight into the research question. TextSmart™, a content analysis software tool, was used for the analysis of the focus group data, which allowed for a visual “Spacial Map” analysis of the discussion. Findings The focus group discussion identified four main areas that influence the selection of hotel accommodation, those of: location, price, facilities and cleanliness. There was a much higher awareness of the importance of these factors and how different circumstances influence the selection than anticipated from previous research. Research limitations/implications Although there are clearly limitations in relation to the number and size of the focus groups, and that the research was only conducted in New Zealand, it does begin to move current research into a new direction. Practical implications This research further explains guest selection, identifying trigger points which indicate areas where practitioners may apply strategic decision making, so that resources can be best utilized. Originality/value The use of focus groups to further develop current understanding of the factors influencing the selection of guest accommodation.