Factors Underlying International Mature Travelers’ Differentiation Value Drivers Toward Small and Medium-Sized Hotels
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Published:
Dec 30, 2020
Keywords:
Differentiation Value Drivers, Mature Travelers, Small and Medium-sized Hotels
Main Article Content
Abstract
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.
Article Details
How to Cite
Boonyasarn, D. . ., & Vongsaroj, R. . . (2020). Factors Underlying International Mature Travelers’ Differentiation Value Drivers Toward Small and Medium-Sized Hotels . Dusit Thani College Journal, 14(3), 129–145. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/245499
Section
Research Article
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References
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Correia, S., & Elliott, R. (2006). An examination of Internet user profiles in the mature tourism market segment in South Africa. Consortium Journal of Hospitality & Tourism, 10(2).
Denny, M. (2009). The generations manifesto. The Undersea Journal, Second Quarter, 42-52.
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Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: Global edition. In: Pearson Higher Education Upper Saddle River, NJ.
Hartman, J. D., & Qu, H. (2007). The senior travel market: Do's and Don'ts. Journal of Quality Assurance in Hospitality & Tourism, 8(2), 67-81.
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Hudson, S. (2010). Wooing zoomers: marketing to the mature traveler. Marketing Intelligence & Planning, 28(4), 444.
Mohmed, B., Omar, S., & Tay, K. (2016). A Cohort Comparison of the Travel Preferences of Future and Golden Seniors in Penang Island. International Journal of Economics & Management, 10(1).
Moschis, G. P. (2003). Marketing to older adults: an updated overview of present knowledge and practice. Journal of Consumer Marketing, 20(6), 516-525.
Moschis, G. P., & Ünal, B. (2008). Travel and leisure services preferences and patronage motives of older consumers. Journal of Travel & Tourism Marketing, 24(4), 259-269.
Mungall, A., & Gherissi Labben, T. (2009). Hotel offer adjustments for senior citizen guests: perception of Swiss hoteliers. In Advances in Hospitality and Leisure (pp. 223-239): Emerald Group Publishing Limited.
National Statistical Office. (2015). The 2014 hotels and guest houses survey. Retrieved from http://web.nso.go.th/en/survey/construction/tourism_08.htm
Pallant, J. (2016). SPSS survival manual: McGraw-Hill Education (UK).
Radder, L., & Wang, Y. (2006). Dimensions of guest house service: Managers' perceptions and business travellers' expectations. International Journal of Contemporary Hospitality Management, 18(7), 554-562.
United Nations. (2015). World Population Aging 2015 – Highlights. Retrieved from https://www.un.org/en/development/desa/population/publications/pdf/ageing/WPA2015_Highlights.pdf
Victorino, L., Verma, R., Plaschka, G., & Dev, C. (2005). Service innovation and customer choices in the hospitality industry. Managing Service Quality: An International Journal, 15(6), 555-576.
Vieregge, M., Phetkaew, P., Beldona, S., Lumsden, S.-A., & DeMicco, F. J. (2007). Mature travelers to Thailand: A study of preferences and attributes. Journal of Vacation Marketing, 13(2), 165-179.
Vojvodic, K. (2015). Understanding the senior travel market: A review. Paper presented at the 3rd International Scientific Conference Tourism in Southern and Eastern Europe.
Wang, W., Wu, W., Luo, J., & Lu, J. (2017). Information technology usage, motivation, and intention: a case of Chinese urban senior outbound travelers in the Yangtze River Delta region. Asia pacific journal of tourism research, 22(1), 99-115.
Wuest, B., Emenheiser, D., & Tas, R. (2001). Is the lodging industry serving the needs of mature consumers? A comparison of mature travelers' and lodging managers' perceptions of service needs. Journal of Hospitality & Leisure Marketing, 8(3-4), 85-96.
Batra, A. (2009). Senior pleasure tourists: examination of their demography, travel experience, and travel behavior upon visiting the Bangkok metropolis. International Journal of Hospitality & Tourism Administration, 10(3), 197-212.
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.
Chan, E. S., & Wong, S. C. (2006). Hotel selection: When price is not the issue. Journal of Vacation Marketing, 12(2), 142-159.
Chen, W.-Y., Wang, K.-C., Luoh, H.-F., Shih, J.-F., & You, Y.-S. (2014). Does a friendly hotel room increase senior group package tourists' satisfaction? A field experiment. Asia pacific journal of tourism research, 19(8), 950-970.
Correia, S., & Elliott, R. (2006). An examination of Internet user profiles in the mature tourism market segment in South Africa. Consortium Journal of Hospitality & Tourism, 10(2).
Denny, M. (2009). The generations manifesto. The Undersea Journal, Second Quarter, 42-52.
Gunasekaran, N., & Anandkumar, V. (2012). Factors of influence in choosing alternative accommodation: A study with reference to Pondicherry, a coastal heritage town. Procedia-Social and Behavioral Sciences, 62, 1127-1132.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: Global edition. In: Pearson Higher Education Upper Saddle River, NJ.
Hartman, J. D., & Qu, H. (2007). The senior travel market: Do's and Don'ts. Journal of Quality Assurance in Hospitality & Tourism, 8(2), 67-81.
Huber, D., Milne, S., & Hyde, K. F. (2018). Constraints and facilitators for senior tourism. Tourism management perspectives, 27, 55-67.
Hudson, S. (2010). Wooing zoomers: marketing to the mature traveler. Marketing Intelligence & Planning, 28(4), 444.
Mohmed, B., Omar, S., & Tay, K. (2016). A Cohort Comparison of the Travel Preferences of Future and Golden Seniors in Penang Island. International Journal of Economics & Management, 10(1).
Moschis, G. P. (2003). Marketing to older adults: an updated overview of present knowledge and practice. Journal of Consumer Marketing, 20(6), 516-525.
Moschis, G. P., & Ünal, B. (2008). Travel and leisure services preferences and patronage motives of older consumers. Journal of Travel & Tourism Marketing, 24(4), 259-269.
Mungall, A., & Gherissi Labben, T. (2009). Hotel offer adjustments for senior citizen guests: perception of Swiss hoteliers. In Advances in Hospitality and Leisure (pp. 223-239): Emerald Group Publishing Limited.
National Statistical Office. (2015). The 2014 hotels and guest houses survey. Retrieved from http://web.nso.go.th/en/survey/construction/tourism_08.htm
Pallant, J. (2016). SPSS survival manual: McGraw-Hill Education (UK).
Radder, L., & Wang, Y. (2006). Dimensions of guest house service: Managers' perceptions and business travellers' expectations. International Journal of Contemporary Hospitality Management, 18(7), 554-562.
United Nations. (2015). World Population Aging 2015 – Highlights. Retrieved from https://www.un.org/en/development/desa/population/publications/pdf/ageing/WPA2015_Highlights.pdf
Victorino, L., Verma, R., Plaschka, G., & Dev, C. (2005). Service innovation and customer choices in the hospitality industry. Managing Service Quality: An International Journal, 15(6), 555-576.
Vieregge, M., Phetkaew, P., Beldona, S., Lumsden, S.-A., & DeMicco, F. J. (2007). Mature travelers to Thailand: A study of preferences and attributes. Journal of Vacation Marketing, 13(2), 165-179.
Vojvodic, K. (2015). Understanding the senior travel market: A review. Paper presented at the 3rd International Scientific Conference Tourism in Southern and Eastern Europe.
Wang, W., Wu, W., Luo, J., & Lu, J. (2017). Information technology usage, motivation, and intention: a case of Chinese urban senior outbound travelers in the Yangtze River Delta region. Asia pacific journal of tourism research, 22(1), 99-115.
Wuest, B., Emenheiser, D., & Tas, R. (2001). Is the lodging industry serving the needs of mature consumers? A comparison of mature travelers' and lodging managers' perceptions of service needs. Journal of Hospitality & Leisure Marketing, 8(3-4), 85-96.