A gap analysis of perceptions of hotel attributes by marketing managers and older people in Australia

Sherrie Wei; Hein Ruys; Thomas E. Muller

doi:10.1108/EUM0000000004574

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Journal of Marketing Practice: Applied Marketing Science

ISSN: 1355-2538
Merged into: Marketing Intelligence & Planning

Online from: 1995

Subject Area: Marketing

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A gap analysis of perceptions of hotel attributes by marketing managers and older people in Australia

Document Information:
Title:	A gap analysis of perceptions of hotel attributes by marketing managers and older people in Australia
Author(s):	Sherrie Wei, (Lecturer, School of Natural and Rural Systems Management, Gatton College, University of Queensland, Australia), Hein Ruys, (Lecturer, Department of Hospitality, Tourism and Property Management, Gatton College, University of Queensland, Australia), Thomas E. Muller, (Foundation Professor of Marketing, School of Marketing and Management, Griffith University, Queensland, Australia)
Citation:	Sherrie Wei, Hein Ruys, Thomas E. Muller, (1999) "A gap analysis of perceptions of hotel attributes by marketing managers and older people in Australia", Journal of Marketing Practice: Applied Marketing Science, Vol. 5 Iss: 6/7/8, pp.200 - 212
Keywords:	Australia, Conjoint analysis, Consumer behaviour, Hotels, Older consumers, Tourism
Article type:	Research paper
DOI:	10.1108/EUM0000000004574 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	Surveys the perceptions of attributes of three- to five-star hotels by marketing managers and by older people aged 60 and over who return to a satisfying hotel. The attributes studied were price, location, facilities, hotel restaurant, room furnishings, front-desk efficiency and staff attitude. Usable data were analysed for 154 older consumers in Queensland, Australia, and 44 hotel marketing managers in Australia working at three- to five-star hotels. Respondents’ ratings of a set of eight hotel attribute-level scenarios were subjected to conjoint analysis in order to infer the relative importance of each attribute to both groups. Results show that both seniors and marketing managers considered hotel facilities to be the most important attribute, followed by room furnishings. The managerial implications for hotels and future research opportunities are also discussed.