Impacts of Environment, Brand, Location and Price on Customer Loyalty of Mature Customers in Thai Hotel Industry
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Published:
Apr 4, 2018
Keywords:
Customer Loyalty Mature Customers Hotel Thailand
Main Article Content
Abstract
The number of mature customers is growing rapidly, and currently becomes new target customer group in many industries including hotel business. The mature customers are found to spend more time at the hotel than other group with high purchasing power. It is vital for hoteliers to identify which hotel attributes have the greatest effect on customer loyalty which is regarded as one of key business success factors. In this study, the questionnaires were distributed to Thai and foreign tourists with experiences staying in the hotels in Thailand. In total of 198 tourists, 129 of those participants were 50 years old or over. The impact of four hotel attributes including environment, brand, location and price to customer loyalty of mature hotel customers were evaluated by using quantitative methodology. The findings suggested that environment, brand and location attributes have positive impact on customer loyalty whereas price attributes have no impact on customer loyalty of mature customers.
Article Details
How to Cite
Supanan Kaewmoracharoen ส. แ., & Chanin Yoopetch ช. อ. (2018). Impacts of Environment, Brand, Location and Price on Customer Loyalty of Mature Customers in Thai Hotel Industry. Dusit Thani College Journal, 12(1), 16–29. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/117869
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Academic Article
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Chan, E., & Wong, S. (2006). Hotel selection: When price is not the issue. Journal of Vacation Marketing, 12(2), 142-159.
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Qu, H., Ryan, B., & Chu, R. (2000). The importance of hotel attributes in contributing to travelers' satisfaction in the Hong Kong hotel industry. Journal of Quality Assurance in Hospitality & Tourism, 1(3), 65-83.
Raman, P. (1999). Way to create loyalty. New Straits Times.
Raymond, M.A. and Tanner, J.F. Jr (1994). Maintaining customer relationships in direct sales: stimulating repeat purchase behavior, Journal of Personnel Selling and Sales Management, 14(3), 67-76.
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Thongtep, W. (2011, June 20). Ageing Japanese seen as strong prospect for long stays. The Nation. Retrieved January 31, 2015, from
https://www.nationmultimedia.com/2011/06/20/business/Ageing-Japanese-seen-as-strong-prospect-for-long-s-30158196.html
https://www.ageconcern.org.uk/latest-press/archive/the-intrepid-mature-traveller-/
Ananth, M., DeMicco, F., Moreo, P., & Howey, R. (1992). Marketplace lodging needs of mature travelers. Cornell Hotel and Restaurant Administration Quarterly, 33(4), 12-24.
A.T. Kearney. (Director) (n.d.). Understanding the needs and consequences of the aging consumer. Lecture conducted from The Consumer Goods Forum, France.
Barsky, J. (1992), Customer satisfaction in the hotel industry: measurement and meaning. Cornell H.R.A. Quarterly, 7, 20-41.
Caber, M., & Albayrak, T. (2014). Does the importance of hotel attributes differ for senior tourists? A comparison of three markets. International Journal of Contemporary Hospitality Management, 26(4), 610-628.
Callan, R., & Bowman, L. (2000). Selecting a hotel and determining salient quality attributes: A preliminary study of mature British travellers. International Journal of Tourism Research, 2, 97-118.
Chan, E., & Wong, S. (2006). Hotel selection: When price is not the issue. Journal of Vacation Marketing, 12(2), 142-159.
Choi, T. Y., & Chu, R. (2001). Determinants of hotel guests’ satisfaction and repeat patronage in the Hong Kong hotel industry. International Journal of Hospitality Management, 20(3), 277-297.
Chumyen, K. (2012). Behaviors of aging Japanese backpackers in Thailand: The case study of Japanese travelers in Chiang Mai. Thesis of Seminar in Japanese.
Cosgrove, J. (2012, September 24). Marketing to the mature consumer. Retrieved February 5, 2015, from
https://www.nutraceuticalsworld.com/contents/view_online-exclusives/2012-09-24/marketing-to-the-mature-consumer/
Department of Tourism. (2016, September 19). International Tourist Arrivals to Thailand in 2016 (By Nationality and By Country of Residence). Retrieved September 28, 2016, from https://www.tourism.go.th/home/details/11/221/25516
Dragoman. (n.d.). Older traveller numbers soar by 20%. Retrieved February 8, 2015, from
https://www.dragoman.com/press/press-releases/296-the-saida-orphanage-has-a-day-out
Gladwell, N. J., & Bedini, L. A. (2004). In search of lost leisure: The impact of caregiving on leisure travel. Tourism Management, 25(6), 685-693.
Griffin, J. (1996). The Internet’s expanding role in building customer loyalty. Direct Marketing, 59(7), 50-53.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Englewood Cliffs: Prentice Hall
La-ongin, S. (2003). The satisfaction of elderly tourists from the United Kingdom towards Amari Rincome Hotel, Chiang Mai Province. Independent Study of Hospitality Management.
Lewis, R.C., & Chambers R.E. (1989). Marketing Leadership in Hospitality. New York, NY: Van Norstrand Reinhold.
Littrell, M. A., Paige, R. C., & Song, K. (2004). Senior travellers: Tourism activities and shopping behaviours. Journal of Vacation Marketing, 10(4), 348-362
Mintel. (1991). Overseas tourism and the over 55s. Leisure Intelligence, 3(1), 1-24
Moschis, G., Lee, E., & Mathur, A. (1997). Targeting the mature market: Opportunities and challenges. Consumer Marketing, 282-293.
Purinton-Johnson, E. F. (2013). Segmenting the mature customer: Have marketers matured along with their market?. Proceedings of the American Society of Business and Behavioral Science, 20(1), 579-588.
Qu, H., Ryan, B., & Chu, R. (2000). The importance of hotel attributes in contributing to travelers' satisfaction in the Hong Kong hotel industry. Journal of Quality Assurance in Hospitality & Tourism, 1(3), 65-83.
Raman, P. (1999). Way to create loyalty. New Straits Times.
Raymond, M.A. and Tanner, J.F. Jr (1994). Maintaining customer relationships in direct sales: stimulating repeat purchase behavior, Journal of Personnel Selling and Sales Management, 14(3), 67-76.
Reichheld, F. F., & Sasser, W. E. (1990). Zero defections: Quality comes to services. Harvard Business Review, 68(5), 105-111.
Reynolds, I. (2014, April 16). Japan’s population shrinks for third year as aging increases. Bloomberg. Retrieved January 31, 2015, from https://www.bloomberg.com/news/articles/2014-04-15/japan-s-population-shrinks-for-third-year-as-ranks-of-aged-grow
Seacord, S. (1996), “Who's been sleeping in our beds?”, American Demographics, March/April, 58-65.
Shoemaker, S., & Lewis, R. C. (1999). Customer loyalty: the future of hospitality marketing. International Journal of Hospitality Management, 18(4), 345-370.
Stroud, D. (2005). The 50-plus market why the future is age neutral when it comes to marketing & branding strategies. London: Kogan Page.
Thongtep, W. (2011, June 20). Ageing Japanese seen as strong prospect for long stays. The Nation. Retrieved January 31, 2015, from
https://www.nationmultimedia.com/2011/06/20/business/Ageing-Japanese-seen-as-strong-prospect-for-long-s-30158196.html