Levels of satisfaction among Asian and Western travellers

Given the rapidly changing profile of travellers, in terms of their nationality, this study investigates Asian and Western travellers’ perceptions about the service quality of Hong Kong hotels. Using a principal component factor analysis with a VARIMAX rotation technique, this study identifies seven hotel factors out of 33 hotel attributes and determines the levels of satisfaction among Asian and Western travellers. The seven hotel factors derived from factor analysis are: staff service quality, room quality, general amenities, business services, value, security, and IDD facilities. The results from the regression analysis suggest that Asian travellers’ overall satisfaction is primarily derived from the value factor, whereas their Western counterparts are influenced by the room quality factor. This study is strategically and managerially important to the Hong Kong hotel industry. Using the results of the study, hoteliers can focus their efforts to provide quality service and facilities that their Asian and Western customers perceive as being important and as having high value.