Main Article Content
This paper is aimed to examine the components of differentiation value drivers of mature travelers toward small and medium-sized hotels. The research explored perspectives of 384 international mature travelers aged 55 years old or older, who traveling to Thailand for leisure and experiencing to stay at small and medium-sized hotels in Thailand. A questionnaire with a seven-point Likert scale is applied to measure mature travelers’ expectations toward small and medium-sized hotels. Using exploratory factor analysis, the four dimensions are identified and labelled ‘Better health and security’, ‘Better atmosphere’, ‘More responsiveness’, and ‘Better accessibility and more affordable’. The findings of this research practical recommendations are made to help hoteliers gain substantial insight to develop meaningful and attractive points of differences targeting this particular market segment.
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