Customer Attitude towards hotel

A detailed analysis of the collected data has been done in this chapter to understand the attitude of customers towards hotels. The data has been collected from 200 respondents, with 100 from a budget hotel and 100 from a luxury hotel. The analysis has been done using statistical tools and tests, including Two Way Anova test. The findings of the analysis have been presented in this chapter, along with a conclusion. The study has followed ethical considerations to ensure the reliability of the data.

Running head: CUSTOMER ATTITUDE TOWARDS HOTEL
Customer Attitude towards hotel
Name of the Student:
Name of the University:
Author’s Note:

Table of Contents
Chapter 3: Research Methodology..................................................................................................3
3.1 Introduction............................................................................................................................3
3.2 Method Outline......................................................................................................................3
3.3 Research Philosophy..............................................................................................................3
3.4 Research Approach................................................................................................................4
3.5 Research Design....................................................................................................................5
3.6 Data Collection Process.........................................................................................................6
3.7 Sample and Sample Size........................................................................................................6
3.8 Data Analysis Plan.................................................................................................................6
3.9 Ethical Consideration.............................................................................................................7
Chapter 4: Data Analysis.................................................................................................................9
4.1 Introduction............................................................................................................................9
4.2 Demographic profile..............................................................................................................9
4.2 Change in attitude for Budget Hotel....................................................................................12
4.3 Change in attitude for Luxury Hotel....................................................................................15
4.3 Test for Hypothesis..............................................................................................................17
4.3.1 Budget Hotel – Rational Message................................................................................18
Attitude towards Hotel...........................................................................................................18
Attitude towards Message......................................................................................................19

Intention to Recommend........................................................................................................20
4.3.2 Budget Hotel – Emotional Message.............................................................................21
Attitude towards Hotel...........................................................................................................21
Attitude towards Message......................................................................................................22
Intention to Recommend........................................................................................................23
4.3.3 Luxury Hotel – Rational Message................................................................................24
Attitude towards Hotel...........................................................................................................24
Attitude towards Message......................................................................................................25
Intention to Recommend........................................................................................................26
4.3.4 Luxury Hotel – Emotional Message.............................................................................27
Attitude towards Hotel...........................................................................................................27
Attitude towards Message......................................................................................................28
Intention to Recommend........................................................................................................29
4.4 Overall Findings..................................................................................................................29
4.5 Conclusion...........................................................................................................................32
Reference List................................................................................................................................36

Chapter 3: Research Methodology
3.1 Introduction
The research methodology for this topic is framed in order to have an understanding of
the sort of data that will be used for analysis. Choy(2014) expressed the fact that there are
various kinds of data that are available for use and it is seen that the data that is ideally
applicable for this topic has been taken into consideration. After collecting the data to understand
the customer attitude towards hotel, the analysis of the data is possible. The approach, design and
the process of data collection has been addressed in this section, which have been used to
approach the topic of messages as promotional tools for the hotel industry that is under study.
3.2 Method Outline
The researcher has chosen positivism philosophy, which is very much supportive in
ascertaining the research process that has been taken into consideration. McCusker and
Gunaydin (2015) explained that deductive approach assists in ascertaining the precise outcome
of the research. The researcher has made use of the deductive approach supported by statistical
tools to arrive at objectively supported conclusions. The study is done using a quantitative
analysis of data collected from customers of a budget hotel and customers from a luxury hotel. A
sample of size 100 was selected from each hotel to make up the total data in order to ensure
equal representation from both groups of customers. The goals of the study is then attain by
means of explanatory research on the basis of the collected data.
3.3 Research Philosophy
Research philosophy assists any paper in recognizing the essence of the research by
utilizing the most precise paradigm of the research. Dangand Pheng (2015) explained that there
are four sorts of philosophies that are available for use and they have been categorized as
pragmatism, interpretivism, realism and positivism. The philosophy has been looked upon to be a
set of traits, which is inclusive of axiology, epistemology and ontology. Positivism is on the basis
of the existence of any kind of reality, which done with the help of any kind of techniques that
have been proven scientifically. Interpretivism on the other hand is on the basis of the knowledge
of the individuals. Positivism philosophy is looked upon to be philosophy that assists the
researchers to assess the collected data by making use of qualitative and quantitative processes
(Hammersley 2017). The philosophy of realism is applicable to the objectives of the paper.

Pragmatism is known to be the blend of the interpretivism and positivism and therefore greater
preciseness of the research outcome is attainable.
In accordance to the current research topic, which has looked to understand the attitude of
the customers in accordance to the hotelspositivism philosophy has been chosen as it would
associate all the precise models and theories that have been expressed in the literature review in
relation to the current situation. Positivism is a suitable philosophy in relation to the topic simply
due to the fact that dissection of the feedback of the respondents would be done in order to obtain
the desired data for the paper. No other philosophies are applicable for this paper as they are not
on the basis of the theories and the frameworks that have been scientifically approved.
3.4 Research Approach
The approach is known to be one of the key steps in undertaking the study of the research
in order to reach the outcome that is wished for. Barnham (2015) in this respect has explained the
fact that research approach assists the researchers to recognize each and every actions for
performing the outlined activities in relation to this topic. Leung (2015) cited that there are two
sorts of approaches that can be considered for analysis and they are inductive and deductive
approach. Inductive approach is referred to the approach where new theories and frameworks are
prepared with the help of which the outcome of the paper can be attained. On the other hand,
Totawarand Prasad (2016) explained that deductive approach is known to be the process that
makes use of the models and the theories that are already available for use as they have been
used in other researches previously.
The current research topic has the intention of understanding the attitude of the customers
in relation to the hotels with respect to their experience. It is due to this fact that deductive
approach has been selected in order to proceed with the research. It is mainly due to the fact that
quantitative analysis will be taken into account by scrutinizing the feedbacks that has been
received from the selected participants. Brinkmann (2014) on the other hand expressed the fact
that quantitative data analysis is related directly with the positivism philosophy within which the
gathered data is assessed directly with the help of the previous trends and the facts and
frameworks that are already existent. Hence, deductive approach has been used in this study as
this has been found to be the most precise approach for attaining the outcome in relation to this
topic.

Inductive approach has not been implied in this study as the approach does not account
for qualitative and quantitative data analysis. It is even seen that no new models and theories
have been constructed for this topic by the researcher and therefore inductive approach is not
applicable. This paper has concentrated more on the responses from the respondents and
therefore this approach is not suitable ideally.
3.5 Research Design
The research design gives an opportunity of providing a guidance to the paper so that the
paper can attain its distinct target in accordance to the constructed objectives of the research.
King and Mackey(2016) explained that design of the research assists in providing a reference by
restricting a desired outcomes with the help of which the existent part of the research is
undertaken on the basis of the goals that have been specified. Clement et al.(2015) explained that
there are three kinds of researches that are available for use and the selection is done on the basis
of the topic. The three designs are exploratory, explanatory and descriptive reserach designs.
Descriptive research design refers to the exploration and the explanation of the problems and the
issues that are existent in the study. This design provides an opportunity to enhance the
understanding and the knowledge with respect to the topic that has been taken into consideration.
Explanatory research design explains the cause and effect association by predicting the future
result of the study that is ongoing. However, exploratory research design is generally performed
in order to recognize the factors that are behind the problems of the topic (Bakker et al. 2015).
It is seen that the paper on which assessment has been done looks to understand the
attitude of the customers over the hotels in accordance to their experiences in staying in the
hotels. Hence, the present paper contains detailed explanation of the factors that have an impact
on the attitude of the customers. The research therefore concentrates on discovering the issues
that are related to the attitude of the customers with respect to the hotels. The paper would even
look to construct various recommendations in order to mitigate the issues at the end of the
research. It is due to this fact explanatory research design has been selected mainly due to the
fact that this paper would look to determine the cause and effect relationship among the attitude
of the customers and the services that is provided by the hotels. This design would be helpful in
determining the outcome of the research.

3.6 Data Collection Process
Data is evaluated in order to ascertain the results with the help of which the completion of
the paper is possible. There are two kinds of data that are available for use and they are known to
be primary and secondary data. Primary data is collected with the help of the responses that have
been provided by the selected respondents with the help of which analysis of the data is possible
(Gummesson 2014).
In relation to this topic, primary data has been taken into consideration and the primary
data is collected from the selected group of respondents and their responses are considered for
the purpose of analysis. A close ended questionnaire has been constructed and this questionnaire
is forwarded to the respondents in order to collect their feedback.
The paper has made use of quantitative data as this kind of data gives out knowledge on
the aspect of the inclination of the perceptions of the respondents with respect to the paper that
has been taken into consideration. Hence, the data that is collected from the respondents would
be transformed into figures and thereafter the analysis is possible. This is the best way with the
aid of which the precise data is collected and therefore analysis process can be undertaken.
3.7 Sample and Sample Size
The collection of the sample is based on the topic and the time that is available for the
purpose of completion of the paper. The sample addresses the number of respondents that has
been taken into consideration in order to collect their feedback and perceptions in accordance to
this topic (Brannen 2017). In order to have a proper understanding of the attitude of the
customers towards the hotels, it is seen that customers who are visiting the hotels are the pool of
individuals from which the respondents will be selected. Hence, a total of 200 respondents has
been selected for the purpose of analysis of the data with the help of which desired results can be
attained.
3.8 Data Analysis Plan
The gathered data gains its worth only after the analysis of the data is undertaken with it.
The data is evoked from the participants using two broad kind of stimuli. Promotional messages,
categorized as emotional or rational was presented to the guests of a luxury hotel and a budget
hotel. The responses to these stimuli was then collected using a questionnaire instrument,
designed to capture their attitude towards the hotel, towards the messages that they received and

their inclination to recommend the hotel that they are staying in after being influenced by the
stimuli. The assessment of the data is vital for creating an understanding of the issues and the
problems with respect to which the research has been undertaken and thereby optimum outcome
is possible. The analysis of the data is done with the help of various statistical tools and
equipment with the help of which an understanding of the attitude of the customers towards their
experience towards the hotels can be understood. In this manner, SPSS software has been used
with the help of various analysis and tests will be done with the help of which the attitude of the
customers towards the hotels will be known. One of the tests that would be done is Two Way
Anova test. It is seen that two-way Anova undertakes the comparison among the mean
differences among the groups that have been segregated based on the independent variables
(O’brien et al. 2014). The main intention of the two way Anova is to gain knowledge whether
there is an interaction among the two independent variables over the dependent variables. The
interaction term within the two-way Anova addresses whether the impact of one of the
independent variables on the dependent variables is similar for all the values of the other
independent variables (Murshed and Zhang 2016). It is due to this fact that this two way Anova
will assess all the variables and accordingly will undertake the analysis process with the help of
which the outcome of the paper is possible.
3.9 Ethical Consideration
At the time of collection of the data, ethics is something that needs to be maintained. The
paper tries to abide by all ethical points, having kept the identity of the establishment as
confidential and the participants as anonymous. This has been done to avoid any breach in
privacy and to not risk the interests of the establishment on whom the survey have been based.
This would ensure that the results that would be attained with the help of this data will be not
give rise to partiality and bias due to any tentative pre-conceived notions when conducting the
study owing to the names involved. Furthermore the participants were thoroughly informed of
the reason of the survey and its end goal to ensure their complacency and consent. The rules and
regulations of ethics that have been maintained follow suit the one that have been put forth by
various international and national bodies (Adhariani, Sciulli and Clift 2017). Ethics inculcated in
the study have thus been helpful in eliminating any kind of false statements and errors in the
research and in this manner reliability of the data is existent.

Chapter 4: Data Analysis
4.1 Introduction
A detailed analysis of the collected survey data is presented in the following chapter. The
data is analyzed on the basis of budget and luxury hotels. The analysis would be done on the
basis of the aspects that need to be highlighted with the help of which better understanding of the
topic will be attained. Initially a demographic profile of the respondents will be analyzed. This is
done in order to provide a better understanding of the scenario of the respondents. Two-way
factorial ANOVA is used to study the main instruments of the variables. Finally, a discussion of
the findings of the survey is presented. We also present the conformity of the results with the
relevant literature. Accordingly all these explanations become vital in discovering the results
with the help of which better and effective conclusion with regards to the topic can be
ascertained.
4.2 Demographic profile
For the purpose of the survey we collected a total of 200 responses. A total of 100
responses were collected for each of budget and luxury hotels. The respondents are selected
mainly from the customers who have a history of visiting in these hotels before. He study aimed
to include people who have extensive travel experience to the region and hence would have
better knowledge about the services that are delivered by the budget and luxury hotels that those
who do not have as much experience in residing in hotels at all. The aspects that have been taken
into consideration within the demographic section of the analysis has been explained in an
explicit manner in order to have a better understanding of the customers.
For the budget hotel it was found that 51% of the respondents were males while 49%
were females. This indicates that the respondents are equally balanced and therefore feedback
from both the genders with respect to the luxury and budget hotels can be understood in a better
manner. The survey showed that the maximum percentage of respondents (42.0%) were in the
age group of 20-29 years. The analysis further found that only 4.0% of the respondents were in
the age group of “More than 50 years.” It is seen that 13% of the respondents are within the age
group of 18-9 19 years and 23% within 30-39 years. Furthermore, 18% are within the age group
of 40 -49 years. It can therefore be said that respondents from all the age groups have been taken

into consideration. Further, most of the respondents (35.0%) for budget hotel had a master's
degree. On the other hand, respondents with at least a high school or Doctoral degree were 9.0%
and 8.0% respectively. It is seen that 17% of the respondents are associates and the rest of 31%
have their Bachelor’s degree. This analysis suggests that the extent of literacy among the
respondents is significantly high. This would be helpful in answering the topic that has been
taken into consideration. 72.0% of all the respondents have mostly stayed at Budget hotels, while
28.0% at Luxury hotels. This addresses the fact that most of the respondents have the experience
of staying in a budget hotel rather than luxury hotels.
Table 1: Gender Distribution of the participants from Budget hotel
Frequency Percent
Valid Male 51 51.0
Female 49 49.0
Total 100 100.0
Table 2: Age Distribution of those from Budget Hotel
Frequency Percent
Valid 18 - 19 13 13.0
20 - 29 42 42.0
30 - 39 23 23.0
40 - 49 18 18.0
More than 50 4 4.0
Total 100 100.0
Table 3: Educational Qualification of those from Budget Hotel
Frequency Percent
Valid Less than High School 9 9.0
Associate 17 17.0
Bachelor's Degree 31 31.0
Master's Degree 35 35.0
Doctoral /MD/JD 8 8.0
Total 100 100.0
Table 4: Summary to response on whether participants have stayed in Budget Hotel before

Frequency Percent
Valid Yes 72 72.0
No 28 28.0
Total 100 100.0
For the Luxury hotel it was found that 52% of the respondents were males while 48%
were females. It is therefore seen that balance in the gender is even maintained among the
respondents from the luxury hotels. The survey showed that the maximum percentage of
respondents (43.0%) were in the age group of 20-29 years. The analysis further found that only
4.0% of the respondents were in the age group of “18-19 years. It is see that the rest of the
respondents are from different age groups as well. 22% are from the age group of 30-39 years
and 20% from 40-49 years. The rest of the respondents comprising of 11% are within the age
group of 50 years and above. Further, most of the respondents (38.0%) for budget hotel had a
master's degree. Further, it is found that 36.0% of the respondents had a bachelor’s degree. On
the other hand, respondents with “at least a high school” were 4.0%. 14% have degree of
associates and the rest of 8% have doctoral degree. This signifies the fact that literacy level is
pretty moderate. 77.0% of all the respondents have mostly stayed at Luxury hotels, while 23.0%
at budget hotels. In this perspective, an idea can be attained that respondents from the luxury
hotels have not much experience staying in the budget hotels.
Table 5: Please indicate your Gender
Frequency Percent
Valid Male 52 52.0
Female 48 48.0
Total 100 100.0

Table 6: Age Distribution of those from Luxury Hotel
Frequency Percent
Valid 18 - 19 4 4.0
20 - 29 43 43.0
30 - 39 22 22.0
40 - 49 20 20.0
More than 50 11 11.0
Total 100 100.0
Table 7: Indicate your Level of Education
Frequency Percent
Valid Less than High School 4 4.0
Associate 14 14.0
Bachelor's Degree 36 36.0
Master's Degree 38 38.0
Doctoral /MD/JD 8 8.0
Total 100 100.0
Table 8: Summary of response to whether they ever stayed at Luxury Hotel before
Frequency Percent
Valid Yes 77 77.0
No 23 23.0
Total 100 100.0
4.2 Change in attitude for Budget Hotel
We analyzed the change in attitude of the respondents of budget hotels before and after
the messages. This will be helpful in having an idea about the aspects that would be answered
with the help of which effective outcome of the paper can be ascertained. From the analysis it
was found that there did not exist statistically significant changes in the attitude towards the hotel
t(99) = -0.760, p = 0.449. The mean (sd) attitude of the respondents before and after the message
for “Good” is 3.34 (1.29) and 3.40 (1.25) respectively. The paired sample t-test for “pleasant”
showed that before the message the mean (sd) was 3.48 (1.46) while after the message it was
3.49 (1.38). This explains that the respondents did not have an impact with respect to their
attitude towards the hotels. There were statistically no significant differences for “pleasant” t(99)

= -0.122, p =0.903 at 0.05 level of significance. Further, for “Favorable” showed that before the
message the mean (sd) was 3.27 (1.3) while after the message it was 3.44 (1.29). The analysis of
the paired sample t-test showed that there were statistically significant differences for
“Favorable” t(99) = -2.389, p = 0.019at 0.05 level of significance. Therefore, it can be
ascertained that there has been significant amount of changes in the perceptions of the
respondents towards the hotels.
Table 9: Paired Samples Statistics
Mean N Std. Deviation Std. Error Mean
Pair 1 Attitude Good 3.3400 100 1.28880 .12888
Attitude towards Hotel Good 3.4000 100 1.24722 .12472
Pair 2 Attitude Pleasant 3.4800 100 1.45976 .14598
Attitude towards Hotel
Pleasant
3.4900 100 1.38166 .13817
Pair 3 Attitude Favourable 3.2700 100 1.35479 .13548
Attitude towards Hotel
Favourable
3.4400 100 1.29739 .12974
Table 10: Paired Samples Test
t df Sig. (2-tailed)
Pair 1 Attitude Good - Attitude
towards Hotel Good
-.760 99 .449
Pair 2 Attitude Pleasant - Attitude
towards Hotel Pleasant
-.122 99 .903
Pair 3 Attitude Favourable - Attitude
towards Hotel Favourable
-2.389 99 .019
Further investigation was done to evaluate changes observed in terms of participant’s
willingness to recommend it to others, for before and after the messages were sent by the hotel
management. This is discovered by taking assistance of various kinds of statistical analysis. All
the analysis would provide an overview of the results with respect to this question.
From the analysis it was found that there did not exist statistically significant changes in
responses towards “I tell positive things” t(99) = 0.180, p = 0.857. The mean (sd) attitude of the

respondents before and after the message for “I tell positive things” is 3.44 (1.44) and 3.42 (1.26)
respectively. Thus there is no significant improvement in the response of the participants
regarding positive attitude towards hotel.
The paired sample t-test for “I will recommend the Budget Hotel to others” showed that
before the message the mean (sd) was 3.22 (1.27) while after the message it was 3.59 (1.39).
There were statistically significant differences for “I will recommend the Budget Hotel to
others,” t(99) = -3.771, p <0.000 at 0.05 level of significance. Further, for “I am likely to
recommend the Budget Hotel to others” showed that before the message the mean (sd) was 3.23
(1.34) while after the message it was 3.38 (1.36). The analysis of the paired sample t-test showed
that there were statistically no significant differences for “I am likely to recommend the Budget
Hotel to others,” t(99) = -1.370, p = 0.174at 0.05 level of significance.
The pair wise test compares the response of the participants for before and after the
promotional messages are received by them. The results of the tests for budget hotel guests, on
the basis of their favorable attitudes toward the hotel showed significant improvement however
their inclination to recommend to others showed no significant improvement or change.
Table 11: Paired Sample statistics
Mean N Std. Deviation Std. Error Mean
Pair 1 Attitude I tell positive things 3.4400 100 1.44474 .14447
I tell positive things -
Intention to recommend
3.4200 100 1.25674 .12567
Pair 2 Attitude I will recommend the
Budget Hotel to others
3.2200 100 1.26794 .12679
I will recommend the Budget
Hotel to others - Intention to
recommend
3.5900 100 1.38604 .13860
Pair 3 Attitude I am likely to
recommend the Budget
Hotel to others
3.2300 100 1.33979 .13398
I am likely to recommend the
Budget Hotel to others -
Intention to recommend
3.3800 100 1.34675 .13468
Table 12: Paired Sample t-test

t df Sig. (2-tailed)
Pair 1 Attitude I tell positive things -
I tell positive things -
Intention to recommend
.180 99 .857
Pair 2 Attitude I will recommend the
Budget Hotel to others - I will
recommend the Budget
Hotel to others - Intention to
recommend
-3.771 99 .000
Pair 3 Attitude I am likely to
recommend the Budget
Hotel to others - I am likely to
recommend the Budget
Hotel to others - Intention to
recommend
-1.370 99 .174
4.3 Change in attitude for Luxury Hotel
In this segment of the chapter, an assessment of the changes in the attitude towards the
luxury hotels would be taken into consideration. The analysis has been undertaken by taking
assistance of various kinds of tools. We analyzed the change in attitude of the respondents of
Luxury hotels before and after the messages. From the analysis it was found that there did not
exist statistically significant changes in the attitude towards the hotel t(99) = 0.341, p = 0.74. The
mean (sd) attitude of the respondents before and after the message for “Good” is 3.61 (1.24) and
3.56 (1.00) respectively. The paired sample t-test for “pleasant” showed that before the message
the mean (sd) was 3.54 (1.05) while after the message it was 3.80 (0.75). There were statistically
significant differences for “pleasant” t(99) = -2.431, p =0.017 at 0.05 level of significance.
Further, for “Favorable” showed that before the message the mean (sd) was 3.63 (1.00) while
after the message it was 3.78 (0.80). The analysis of the paired sample t-test showed that there
were statistically no significant differences for “Favorable” t(99) = -1.517, p = 0.132at 0.05 level

of significance. It can therefore be ascertained that the changes in the perceptions of the
respondents in accordance to the luxury hotels have been pretty much favorable after the
message. This indicates that respondents are prone towards the luxury hotels rather than the
budget hotels. This indicates the fact that perception of the clients is better for luxury hotels
rather than budget hotels.
Table 13: Paired Samples Statistics
Mean N Std. Deviation Std. Error Mean
Pair 1 Attitude Good 3.6100 100 1.23824 .12382
Attitude towards Hotel Good 3.5600 100 .99818 .09982
Pair 2 Attitude Pleasant 3.5400 100 1.04852 .10485
Attitude towards Hotel
Pleasant
3.8000 100 .75210 .07521
Pair 3 Attitude Favourable 3.6300 100 1.00156 .10016
Attitude towards Hotel
Favourable
3.7800 100 .75985 .07599

Table 14: Paired Samples test
t df Sig. (2-tailed)
Pair 1 Attitude Good - Attitude
towards Hotel Good
.341 99 .734
Pair 2 Attitude Pleasant - Attitude
towards Hotel Pleasant
-2.431 99 .017
Pair 3 Attitude Favourable - Attitude
towards Hotel Favourable
-1.517 99 .132
4.3 Test for Hypothesis
The hypothesis testing is conducted with the help of two-way ANOVA. It compares the
mean differences between groups split on the basis of independent variables. The basic objective
of two-way ANOVA is to understand whether there is an interaction between two independent
variables on the dependent variable.
The hypotheses of the following tests are-
Null hypothesis (H0): The dependent variable with respect to two independent variables has
equality of means; that is, two independent variables have insignificant effect on the dependent
variable.
Alternative hypothesis (HA): The dependent variable with respect to two independent variables
does not have equality of means; that is, two independent variables have significant effect on the
dependent variable.
Note that, for all the tests, the level of significance is assumed to be 0.05. Hence, for
retrieved p-value for each table of the main effects or interaction effect make the researcher to
reject or accept the null hypothesis at 5% level of significance. The p-values of main and
interaction effects less than 5% indicates the rejection of null hypothesis that establishes the
statistical significant effect of the independent variable on the dependent variable. On the other
hand, the p-value of the foresaid effects greater than 5% indicates the acceptance of null

hypothesis that establishes the statistical insignificance of the independent variable on the
dependent variable.
4.3.1 Budget Hotel – Rational Message
Attitude towards Hotel
Table 15: Attitude (Hotel) towards Rational Message at Budget Hotel
Dependent Variable: AttitudeHotel
Source
Type III Sum of
Squares df Mean Square F Sig.
Corrected Model 4.039a 3 1.346 .764 .520
Intercept 355.408 1 355.408 201.761 .000
BudgetHotel 2.675 1 2.675 1.519 .224
MessageType .696 1 .696 .395 .533
BudgetHotel * MessageType .356 1 .356 .202 .655
Error 81.030 46 1.762
Total 464.111 50
Corrected Total 85.069 49
a. R Squared = .047 (Adjusted R Squared = -.015)
Two way ANOVA test is applied here to assuming ‘AttitudeHotel’ as dependent variable.
The calculated p-value greater than 5% indicates the failure of rejection of null hypothesis about
insignificance of the test. In order to evaluate the effect of Rational Messages on the attitude of
clients towards budget Hotel a two-way ANOVA was used. From the study it was found that
there was statistically no significant impact in the attitude towards budget hotel F = 1.519, p =
0.224. In addition, a rational message also did not have any statistically significant impact on the
attitude of the client towards the budget hotel, F = 0.395, p = 0.533. Moreover, it was found that
the attitude towards a budget hotel and the rational message did not have a statistically
significant impact, F = 0.202, p = 0.655. With 95% evidence, we can reach to the conclusion in
this way.

Attitude towards Message
Table 16: Attitude (Message) towards Rational Message at Budget Hotel
Dependent Variable: MessageHotel
Source
Type III Sum of
Squares df Mean Square F Sig.
Corrected Model 4.126a 3 1.375 .729 .540
Intercept 372.661 1 372.661 197.455 .000
BudgetHotel 2.262 1 2.262 1.199 .279
MessageType 1.758 1 1.758 .931 .340
BudgetHotel * MessageType .061 1 .061 .032 .858
Error 86.817 46 1.887
Total 490.444 50
Corrected Total 90.942 49
a. R Squared = .045 (Adjusted R Squared = -.017)
Two way ANOVA test is applied here to assuming ‘MessageHotel’ as dependent variable.
Like previous one, here also, the calculated p-value greater than 5% indicates the failure of
rejection of null hypothesis about insignificance of the test. Further the effect of Rational
Messages on the attitude of clients towards budget Hotel was statistically not significant F =
1.199, p = 0.279. In addition, a rational message also did not have any statistically significant
impact on the attitude of the client towards the budget hotel, F = 0.931, p = 0.340. Moreover, it
was found that the attitude towards a budget hotel and the rational message did not have a
statistically significant impact, F = 0.032, p = 0.858.

Intention to Recommend
Table 17: Intention to Recommend for Rational Message at Budget Hotel
Dependent Variable: Intention
Source
Type III Sum of
Squares df Mean Square F Sig.
Corrected Model 8.622a 3 2.874 1.556 .213
Intercept 375.724 1 375.724 203.408 .000
BudgetHotel 5.224 1 5.224 2.828 .099
MessageType 2.475 1 2.475 1.340 .253
BudgetHotel * MessageType .466 1 .466 .252 .618
Error 84.969 46 1.847
Total 500.667 50
Corrected Total 93.591 49
a. R Squared = .092 (Adjusted R Squared = .033)
Two way ANOVA test is applied here to assuming ‘Intention’ as dependent variable. The
null hypotheses are failed to be rejected with 95% probability in the context of all the p-values of
the table. The investigation into intention to recommend a budget hotel following rational
Message at the hotel did not exhibited a statistically significant impact in the attitude towards the
budget hotel F = 2.828, p = 0.099. Moreover, the rational message did have a statistically
significant impact in the intention to recommend the budget hotel, F = 1.340, p = 0.253. In
addition, it was found that the intention to recommend the budget hotel following a rational
message was not statistically significant, F = 0.252, p = 0.618.

4.3.2 Budget Hotel – Emotional Message
Tests of between subject effects are applied in the following. It measures the significance
of interaction effects between two variables.
Attitude towards Hotel
Table 18: Attitude (Hotel) towards Emotional Message at Budget Hotel
Tests of Between-Subjects Effects
Dependent Variable: AttitudeHotel
Source
Type III Sum of
Squares df Mean Square F Sig.
Corrected Model 1.194a 3 .398 .963 .418
Intercept 340.008 1 340.008 821.976 .000
BudgetHotel .404 1 .404 .977 .328
MessageType .404 1 .404 .977 .328
BudgetHotel * MessageType .074 1 .074 .180 .674
Error 19.028 46 .414
Total 874.444 50
Corrected Total 20.222 49
a. R Squared = .059 (Adjusted R Squared = -.002)
Here ‘AttitudeHotel’ is the dependent variable. The null hypotheses are failed to be
rejected with 95% probability in the context of all the p-values of the table. The investigation
into the attitude towards budget Hotel for emotional message elucidated that there was
statistically no significant impact into the attitude towards budget hotel F = 0.977, p = 0.328.
Moreover, an emotional message does not have any statistically significant impact on the attitude
of the client towards the budget hotel, F = 0.977, p = 0.328. In addition, it was found that the
attitude towards the budget hotel and emotional message was not statistically significant, F =
0.180, p = 0.674.

Attitude towards Message
Table 19: Attitude (Message) towards Emotional Message at Budget Hotel
Dependent Variable: MessageHotel
Source
Type III Sum of
Squares df Mean Square F Sig.
Corrected Model 2.013a 3 .671 1.523 .221
Intercept 349.226 1 349.226 792.724 .000
BudgetHotel 1.242 1 1.242 2.818 .100
MessageType .201 1 .201 .456 .503
BudgetHotel * MessageType .212 1 .212 .481 .492
Error 20.265 46 .441
Total 862.778 50
Corrected Total 22.278 49
a. R Squared = .090 (Adjusted R Squared = .031)
Here ‘MessageHotel’ is the dependent variable. The null hypotheses are failed to be
rejected with 95% probability in the context of all the p-values of the table. The investigation
into the message attitude towards budget Hotel for emotional message elucidated that there was
statistically no significant impact into the attitude towards budget hotel F = 2.818, p = 1.000.
Moreover, an emotional message does not have any statistically significant impact on the attitude
of the client towards the budget hotel, F = 0.456, p = 0.503. In addition, it was found that the
attitude towards the budget hotel and emotional message was not statistically significant, F =
0.481, p = 0.492.

Intention to Recommend
Table 20: Intention to Recommend for Emotional Message at Budget Hotel
Dependent Variable: Intention
Source
Type III Sum of
Squares df Mean Square F Sig.
Corrected Model 1.695a 3 .565 .986 .408
Intercept 329.044 1 329.044 573.998 .000
BudgetHotel .327 1 .327 .571 .454
MessageType .090 1 .090 .157 .694
BudgetHotel * MessageType .232 1 .232 .404 .528
Error 26.369 46 .573
Total 857.667 50
Corrected Total 28.064 49
a. R Squared = .060 (Adjusted R Squared = -.001)
Here ‘Intention’ is the dependent variable. The null hypotheses are failed to be rejected
with 95% probability in the context of all the p-values of the table. The investigation into
intention to recommend a budget hotel following emotional Message at the hotel did not
exhibited a statistically significant impact in the attitude towards the budget hotel F = 0.571, p =
0.454. Moreover, the emotional message did have a statistically significant impact in the
intention to recommend the budget hotel, F = 0.157, p = 0.694. In addition, it was found that the
intention to recommend the budget hotel following an emotional message was not statistically
significant, F = 0.404, p = 0.528.

4.3.3 Luxury Hotel – Rational Message
Attitude towards Hotel
Table 21: Attitude (Hotel) towards Rational Message at Luxury Hotel
Dependent Variable: AttitudeHotel
Source
Type III Sum of
Squares df Mean Square F Sig.
Corrected Model 3.827a 3 1.276 3.616 .020
Intercept 557.930 1 557.930 1581.662 .000
LuxuryHotel 1.598 1 1.598 4.531 .039
MessageType .738 1 .738 2.092 .155
LuxuryHotel * MessageType 1.651 1 1.651 4.680 .036
Error 16.226 46 .353
Total 752.222 50
Corrected Total 20.053 49
a. R Squared = .191 (Adjusted R Squared = .138)
In this model, ‘AttitudeHotel’ is the dependent variable. We investigated the attitude
towards Luxury Hotel for Rational Message. From the study it was found that there was
statistically significant impact in the attitude towards luxury hotel F = 4.531, p = 0.039. The null
hypothesis of insignificant impact is rejected in this case. However, rational message did not
have any statistically significant impact on the attitude of the client towards the luxury hotel, F =
2.092, p = 0.155. On the other hand, it was found that the attitude towards a luxury hotel and the
rational message had a statistically significant impact, F = 4.680, p = 0.036. The null hypothesis
of insignificant impact is rejected in this case also.

Attitude towards Message
Table 22: Attitude (Message) towards Rational Message at Luxury Hotel
Dependent Variable: AttitudeMessage
Source
Type III Sum of
Squares df Mean Square F Sig.
Corrected Model 5.064a 3 1.688 3.913 .014
Intercept 552.278 1 552.278 1280.199 .000
LuxuryHotel 3.565 1 3.565 8.263 .006
MessageType .027 1 .027 .064 .802
LuxuryHotel * MessageType .944 1 .944 2.189 .146
Error 19.844 46 .431
Total 769.889 50
Corrected Total 24.909 49
a. R Squared = .203 (Adjusted R Squared = .151)
In this model, ‘AttitudeMessage’ is the dependent variable. Further investigation into the
attitude towards Rational Message of a luxury hotel exhibited a statistically significant impact in
the attitude towards luxury hotel F = 8.263, p = 0.006. The null hypothesis of insignificant
impact is rejected in this case. However, the rational message did not have any statistically
significant impact on the attitude of the client towards the message in terms of the luxury hotel, F
= 0.064, p = 0.802. Moreover, it was found that the attitude towards a luxury hotel and the
rational message did not have a statistically significant impact, F = 2.189, p = 0.146.

Intention to Recommend
Table 23: Intention to Recommend for Rational Message at Luxury Hotel
Dependent Variable: Intention
Source
Type III Sum of
Squares df Mean Square F Sig.
Corrected Model 6.112a 3 2.037 6.271 .001
Intercept 548.655 1 548.655 1688.655 .000
LuxuryHotel 5.456 1 5.456 16.793 .000
MessageType .008 1 .008 .024 .877
LuxuryHotel * MessageType .275 1 .275 .845 .363
Error 14.946 46 .325
Total 773.778 50
Corrected Total 21.058 49
a. R Squared = .290 (Adjusted R Squared = .244)
In this model, ‘Intention’ is the dependent variable. The investigation into intention to
recommend the luxury hotel following a Rational Message at the hotel exhibited a statistically
significant impact in the attitude towards luxury hotel F = 16.793, p <0.000. The null hypothesis
of insignificant impact is rejected in this case. However, the rational message did not have any
statistically significant impact in the intention to recommend the luxury hotel, F = 0.024, p =
0.877. Moreover, it was found that the intention to recommend the Luxury hotel following the
rational message was not statistically significant, F = 0.845, p = 0.363.

4.3.4 Luxury Hotel – Emotional Message
Attitude towards Hotel
Table 24: Attitude (Hotel) towards Emotional Message at Luxury Hotel
Dependent Variable: AttitudeHotel
Source
Type III Sum of
Squares df Mean Square F Sig.
Corrected Model 1.270a 3 .423 .754 .526
Intercept 323.553 1 323.553 575.966 .000
LuxuryHotel .578 1 .578 1.029 .316
MessageType .523 1 .523 .931 .340
LuxuryHotel * MessageType .999 1 .999 1.779 .189
Error 25.841 46 .562
Total 675.111 50
Corrected Total 27.111 49
a. R Squared = .047 (Adjusted R Squared = -.015)
In this model, ‘Attitude Hotel’ is the dependent variable. All the p-values cannot be
rejected with 5% level of significance that provides the proof against significant impact.
Investigation into the attitude towards the luxury hotel exhibited a statistically not significant
impact in the attitude towards luxury hotel F = 1.029, p = 0.316. Moreover, the emotional
message did not have any statistically significant impact on the attitude of the client towards the
message in terms of the luxury hotel, F = 0.931, p = 0.340. Moreover, it was found that the
attitude towards a luxury hotel and the emotional message did not have a statistically significant
impact, F = 1.779, p = 0.189.

Attitude towards Message
Table 25: Attitude (Message) towards Emotional Message at Luxury Hotel
Dependent Variable: AttitudeMessage
Source
Type III Sum of
Squares df Mean Square F Sig.
Corrected Model 4.028a 3 1.343 1.494 .229
Intercept 292.845 1 292.845 325.848 .000
LuxuryHotel 1.745 1 1.745 1.942 .170
MessageType 1.846 1 1.846 2.054 .159
LuxuryHotel * MessageType 3.239 1 3.239 3.604 .064
Error 41.341 46 .899
Total 664.889 50
Corrected Total 45.369 49
a. R Squared = .089 (Adjusted R Squared = .029)
In this model, ‘AttitudeMessage’ is the dependent variable. All the p-values cannot be
rejected with 5% level of significance that provides the proof against significant impact. Further
investigation into the attitude towards emotional message of a luxury hotel did not exhibited a
statistically significant impact in the attitude towards luxury hotel F = 1.942, p = 0.170. Further,
the emotional message did not have any statistically significant impact on the attitude of the
client towards the message in terms of the luxury hotel, F = 2.054, p = 0.159. Moreover, it was
found that the attitude towards a luxury hotel and the emotional message did not have a
statistically significant impact, F = 3.604, p = 0.064.

Intention to Recommend
Table 26: Intention to Recommend for Emotional Message at Luxury Hotel
Dependent Variable: Intention
Source
Type III Sum of
Squares df Mean Square F Sig.
Corrected Model 2.556a 3 .852 1.630 .195
Intercept 322.282 1 322.282 616.625 .000
LuxuryHotel .755 1 .755 1.444 .236
MessageType 2.323 1 2.323 4.444 .041
LuxuryHotel * MessageType 1.449 1 1.449 2.772 .103
Error 24.042 46 .523
Total 677.000 50
Corrected Total 26.598 49
a. R Squared = .096 (Adjusted R Squared = .037)
In this model, ‘Intention’ is the dependent variable. The investigation into intention to
recommend the luxury hotel following an Emotional Message at the hotel did not exhibited a
statistically significant impact in the attitude towards luxury hotel F = 1.444, p =0.236. However,
the emotional message did have a statistically significant impact in the intention to recommend
the luxury hotel, F = 4.444, p = 0.041. The null hypothesis of insignificant impact is rejected in
this case. Moreover, it was found that the intention to recommend the Luxury hotel following the
emotional message was not statistically significant, F = 2.772, p = 0.103.
4.4 Overall Findings
The choice of a hotel is an essential decision to make for any tourist. The choice of a
hotel, whether a budget or luxury is however dependent on the expectations, budget and fancy of
the customers and would depend on a number of factors such as social, financial background,
person preference and convenience among others. A principal commonality despite inherent or
basic tendency of a customer to choose a particular type of hotel is that of their experience. A
customer would obviously prefer a place which offers basics of comfortable accommodation.
The definition and degree of acceptable experience as per a customer is however to be studied.

The analysis of the data pertains to the effect of rational and or emotional message on the
attitude of clients towards a budget and luxury hotel. The gender variability of the clients in both
Budget and Luxury hotels were very similar. Further, it is found that the maximum number of
respondents for both the hotel types is in the age group of 20 to 29 years of age. In addition, it is
found from the survey that the education level of most of the respondents is “Master’s degree.”
The study includes an equal representation of well-travelled customers from luxury and
budget hotels. 72 percent of the participants from the budget hotels said that they have been to
budget hotels before the current experience and 28 percent said that this was their first time
residing in a budget hotel. 77 percent of guests at the luxury hotel said that they have stayed at
luxury hotels before while the remaining responded negatively. This is in line with discontinuity
theory. According to Li et al. (2013), a customer of a luxury hotel is likely to have higher
expectations than one from a budget hotel. Hence a person from a luxury hotel is likely to choose
a luxury hotel again over a budget hotel. The high percentage of people in luxury hotels with
prior stays there also reveals the same.
It was seen that the attitude of the guests residing at budget hotels before they were sent
any promotion messages, emotional or rational is significant among those identifying with
“favorable” sentiment towards the hotel. This can again be attributed to the lower expectations
of those who always prefer budget hotels (Li et al. 2013). The same was however not observed
for their willingness to say anything positive for before and after any promotional message is
received by them as the difference was insignificant in their response for before and after
receiving the message. Hence it can be said that promotional messages do not have significant
impact in swaying customer opinion for those who form the segment for budget hotels. Although
it was seen that there is a significant increase in willingness to recommend the hotel after the
messages are received by them. The study therefore indicates that such promotional messages do
have a more or less good impact on the business image.
The ANOVA test for significance in difference in attitude towards budget hotels between
hotel types was found to be insignificant both for those who were sent emotional as well as
rational messages. The same result, that is, no significant difference was observed for attitude of
the participants towards promotional messages for both groups who were sent rational and
emotional messages. The interaction effect was also found to be insignificant which indicates

that there is no moderating effect of hotel type on message type, in its effect on the attitude
towards budget hotels. Hence the findings implicate that the attitude towards budget hotels for
customers who are residing in budget hotels and those who chose to stay in luxury hotel is not
significantly different irrespective of whether emotional or rational messages have been sent. The
same insignificance was observed when testing for the impact of the same on the intention to
recommend to others. Thus there is not enough evidence to accept that hotel type and message
type have a significant influence on attitude towards hotel for the budget hotel customers.
On the other hand, change in attitude of the guests residing at luxury hotels before and
after they were sent any promotion messages, emotional or rational is significant. Again, the
impact of hotel type, and the interaction effect of the effect between hotel and message type were
found to be significant in their effect towards the attitude of the guest in towards the luxury hotel
that they are residing in. The impact on response towards the promotional message for these
people who are staying in luxury hotels and were sent rational messages is significant for only
hotel type. The same was not observed for those who received emotional messages. According to
Caru and Cova (2003), messages with rational intonation are designed to highlight the firm’s
products and utilities which in the long run influences consumers into developing a positive
attitude towards the hotel or brand. So it can be said that such messages to the guests at luxury
hotels would be successful in rousing appreciation and experience towards the hotel facilities by
clearly letting the customer know what to expect, hence garnering patronage and loyalty (Soze
and Givelek 2018). However, when comparing by the intention to recommend, it is seen that for
the luxury hotel group who were sent emotional messages, the message type is significant
implying that emotional messages might have some impact on furthering promotional goals. This
being considered in light of what Brakus et al. (2009) had said, that use of positive emotional
messages psychological influences consumers could influence consumers to develop positive
attitude towards the brand being marketed when the question is of hedonistic impulses. So, from
our results that is reflected, since it can be concuded that at least for luxury hotels, where
consumer’s main expectation is comfort rather than budget, emotional messages could be
effective (Awan and Rehman 2014). It could be used as a tool to assuage any negative experience
that the guest may have faced as well, following Roy (2018) who identified positive correlation
between customer experience and attitude towards luxury. Therefore, satisfying perception
hedonistic experience, it could work to assuage negative customer experience.

Thus it can be concluded that for Budget Hotels there is no significant change in attitude
of clients before and after rational and emotional messages. In addition, the client does not have
any significant intention to recommend Budget Hotels following either a rational or emotional
message. For Luxury hotels it is found rational messages have a significant effect on customer
perception and emotional messages have a significant impact from a promotional point of view.
Therefore, this result has been successful in answering the topic of the paper in an effective
manner.
4.5 Conclusion
The conclusion of the paper has been constructed on the basis of the analysis that has
been done in this paper. The data analysis section of the paper has been initiated by taking
assistance of frequency analysis. It is seen that initially demographic profile of the respondents
have been taken into consideration. In this manner, frequency analysis has been undertaken. Each
of the questions that have been asked to the respondents have been individually assessed in order
to have an idea about the overall outcome. A summary of the individuals who have stayed in the
budget hotels and the ones who have stayed in the luxury hotels have been assessed as well so
that a differentiation can be created.
The change in the attitude for the budget hotels for the respondents has been done and the
results have indicated no comprehensive differences. In the same manner, assessment in the
changes in the attitudes with respect to the luxury hotels have been taken into consideration with
the help of which an idea with respect to the comparison of budget hotels and luxury hotels can
be understood.
With respect to the data that has been attained, paired sample test has been done that has
been helpful in determining the results with the help of which the completion of the paper can be
done. The willingness of the participants to recommend the budget hotels before and after have
been analyzed and it is seen that there is no existence of statistically significant changes towards
the responses. When the pair wise test has been undertaken in order to compare the feedback of
the respondents before and after receiving the promotional messages, it is seen that favorable
attitudes are observed and have shown significant development even though it is seen that the
inclination to suggest the hotels to others have not shown no amount of change.

In the same manner the changes in the attitude of the responses for the luxury hotels has
been considered. It is seen that there has not been statistically significant changes in the attitude
of the respondents. The analysis of the paired sample t-test showed that there were statistically
no significant differences. It is therefore seen that the changes in the point of view of the
participants with respect to the luxury hotels have significant amount of preferences after the
message. This shows that the respondents are disposed towards the luxury hotels rather more
than the budget hotels.
The completion of the process leads to the assessment of the hypothesis and the
examination has been done with the help of two way ANOVA. The analysis is done with the help
of null hypothesis and alternate hypothesis. The hypothesis is done on the basis of the research
objectives that has been constructed with respect to this topic. It is seen that the level of
significance that has been assumed has been 0.05. The ascertained p-value has been 5% level of
significance and the p-values of main and interaction effects has been lower than 5% and this
shows that the null hypothesis will be rejected. On the other hand the percentage of 5% indicates
that the acceptance of the null hypothesis. The paper has therefore highlighted the fact that there
has not been significant amount of impact in the perception of the respondents towards the
budget hotels. It is even seen that a rational message even had no statistically key impact.
The attitude towards the budget hotels have been essentially different and it is seen that
the analysis that has been done for the same shows there is no significant amount of impact on
the changes. It is seen that the rational messages for the budget and the luxury hotels have not
shown any significant changes and thereby indicating that there is no effect on the participants
before and after the message.
When looking into the intention to recommend, it is seen that the luxury hotels have
gained the significance simply due to the fact that the participants have been found to be more
inclined towards luxury hotels and their inclination to recommend luxury hotels have been
higher with respect to the budget hotels. This answer has been discovered with the help of the
analysis that has been done in this paper.
While looking into the aspect of the emotional messages, it is seen that effect of the
emotional messages on the budget hotels have been very low. Even though emotional messages
have been sent with respect to the budget the inclination to respond and visit the budget hotels

have been insignificant. It has been discovered that participants have not been prone to the
budget hotels. However, the emotional message on the respect of the luxury hotels have
discovered the fact that there has been a significant amount of impact and therefore
recommendations have increased. This shows that the respondents have been more concerned
about the luxury hotels rather than the budget hotels.
The overall findings of the paper therefore disclaimers the fact that luxury hotels gain
more importance over the budget hotels and the respondents have the feeling that luxury hotels
are more preferable with respect to the budget hotels.
It is seen that attitude of the respondents towards the budget hotels before and after the
messages have not changed even though there are room for improvement in the coming future. In
this respect it is seen that all the other factors associated to the hotels does not have any amount
of significance and therefore it can stated that budget hotels need to enhance their activities in
order to gain the confidence of the customers.
The budget hotels should therefore construct better plans and policies with the help of
which they can construct a framework with the help of which they can change their operational
activities. They need to bring out lucrative packages and offers that would attract customers with
the help of which their businesses can get enhanced. With the attainment of customer satisfaction
from the budget hotels, the management would be able to increase their customer base and this
would be vital for the budget hotels to compete with the luxury hotels. Once, the customers are
satisfied, this would change the perceptions of the customers and they would be more inclined to
recommend budget hotels as well.
It is even seen that there are several differences among the budget hotels and the luxury
hotels, but development of the services in the budget hotels can play an essential factor in the
change in the perception of the customers.
In this paper a limited sample size has been considered within which the analysis has
been undertaken. However, the results may vary with a bigger sample size. Therefore, future
research on this topic can be undertaken with the help of which a comparison can be done in
order to have an understanding of the alterations that have taken within the same geographical
location where the current research has been undertaken. The outcome of the paper has

highlighted the fact that luxury hotels are more favorable with respect to the budget hotels and
therefore the budget hotels have to take steps and measures with the help of which their
performance can be enhanced.

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