Hospitality Industry Assignment Case Study

To critically examine the perceived
importance of business and leisure travellers
and performance regarding selection of
hotels- A study on Hong Kong.

ABSTRACT
Aim: To critically examine the perceived importance of business and leisure travellers and
performance regarding selection of hotels- A study on Hong Kong.
Methodology: For carrying out the present dissertation there are different type of methodology
which is used by researcher. The qualitative research strategy is used to and inductive research
approach is taken into consideration for accomplishing the aim of present research. Further
descriptive research design is use so that depth analysis can be done on current topic. Both
primary and secondary information is collected in respect to get valid outcome for the present
topic. Further questionnaire are prepared for collecting specific information. There are 50
business and leisure traveler's are selected for primary research through random sampling
methods
Results: From the following research it is analysed that, there are some perceived importance of
business and leisure traveler at the time of selection of hotels. Further leisure travel give high
importance to safety and security and price of room while selecting hotel. Business travellers
wants business facilities and quality services on the basis of which they make decision of
selection of hotels.

Table of Contents
ABSTRACT ....................................................................................................................................2
CHAPTER 1: INTRODUCTION ...................................................................................................1
1.1 Overview of research............................................................................................................1
1.2 Research problem .................................................................................................................1
1.3 Overall aims and research objectives....................................................................................2
1.4 Research questions................................................................................................................2
1.5 Focus and Purpose ................................................................................................................2
1.6 Benefits of this study ............................................................................................................3
1.7 Overview of methodological approach................................................................................3
1.8 Structure of dissertation........................................................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................12
3.1 Introduction.........................................................................................................................12
3.2 Research philosophy...........................................................................................................12
3.3 Research design...................................................................................................................12
3.4 Research approach..............................................................................................................13
3.6 Data collection method.......................................................................................................13
3.7 Data analysis.......................................................................................................................14
3.8 Sampling ............................................................................................................................14
CHAPTER 4 DATA ANALYSIS.................................................................................................17
CHAPTER 5 RECOMMENDATION AND CONCLUSION.....................................................33
References......................................................................................................................................37
Appendix........................................................................................................................................40

CHAPTER 1: INTRODUCTION
1.1 Overview of research
Hong Kong has been one of the most popular destination for tourist. There are many
businessmen who organize meeting in Hong Kong so, that business purpose can be fulfilled and
they can also enjoy different destination. Along with this leisure travellers also like to visit Hong
Kong for enjoying their vacation with families and friends. Therefore, both this segment traveller
have different perceive importance regarding the selection of hotels. Hotel attributes play
essential role in respect to attract large number of customers. There are some perceived
importance of business and leisure travellers which enable them to make decision regarding the
selection of hotel (Taylor, Bogdan and DeVault, 2015). The present dissertation is based on
critically examine the perceived importance of business and leisure travellers and performance
regarding selection of hotels. In a competitive market condition, customers are highly educated
with overwhelming flood of information which make them more selective with their choices.
Attributes of hotel which determine accommodation of choice, the features which are perceived
as being essential in a hotel and the hotel characteristics which lead to retain customers and it
enables to make optimal decision for hotel development.
The present research help in determining the perceived importance of business and
leisure travelers which help them in making decision for the selection of hotels. Perceived
importance of both business and leisure travelers is different at the time of making selection on
the basis of hotel attributes. This study help in identifying both the importance and performance
of hotel selection factors in the Hong Kong hospitality industry (Taylor, Bogdan and DeVault,
2015). Through finding out the needs, expectation and desires of both the segments it become
easy to develop tailor made marketing strategies to cater for their target customers and to gain
competitive advantage. In Hong Kong there is increase in the cost of accommodation and there is
decrease in shop-ping bargains lead to affect the tourism industry of Hong Kong. There are 40%
of business travellers and 60% of leisure travelers who visit in Hong Kong.
1.2 Research problem
The perceived importance is become of the main issues for the hospitality industry in
some cases. Attributes of hotel play significant role in respect to influence customer to make
decision f selection of hotel. Increase in demand of leisure travelers force Hotels in Hong Kong
to make changes according to the needs and wants of customers. Hotel attributes play significant
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role in selection of hotels such as location, price, safety and security, surrounding environment
etc. Different segment people make decision on the basis of these factors (Ngai, Tao and Moon,
2015). Therefore, it is important for the hotels to focus perceived importance of customer so that
they can easily retain them for longer time. In Hong Kong reason of tourism downward is due to
the increase price of hotel rooms. Due to this reason customer's avoiding making plan of Hong
Kong trip which affecting the development and growth of nation.
1.3 Overall aims and research objectives
Aim-
To critically examine the perceived importance of business and leisure travellers and
performance regarding selection of hotels- A study on Hong Kong.
Objectives:
 To understand the perceived importance of business and leisure travellers.
 To assess the perceived importance given by the business and leisure travellers while
selecting hotels in Hong Kong as per their attributes.
 To identify different factors affecting the choice of business and leisure travellers at the
time of selecting hotels.
 To recommend such effective hotel attributes that are positively perceived by business
and leisure travellers.
1.4 Research questions
 What is the perceived importance of business and leisure travellers.
 How to assess the perceived importance given by the business and leisure travellers while
selecting hotels in Hong Kong as per their attributes.
 What are the different factors affecting the choice of business and leisure travellers at the
time of selecting hotels.
1.5 Focus and Purpose
The present study is conducted with the purpose of critically examine the perceived
importance of business and leisure travellers and performance regarding selection of hotels. The
purpose of this research is to analyse the gap which is left by previous researcher on the topic.
There are many researchers which is conducted on perceive importance of business and leisure
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travels while selecting hotel. Different segment customer have different perceived importance
regarding the selection of hotels in Hong Kong. Therefore, in the present report different
attributes of hotel which attract large number of customer is assessed (Mackey and Gass, 2015).
The hotels can easily attract large number of customer by keeping in mind few factors which are
perceived by the different segments customers. This research will assist different hotels to
implement the changes on the basis of customer needs and wants in respect to attract customer
for longer time.
1.6 Benefits of this study
The present research is important in respect to develop the understanding regarding the
perceived importance of business and leisure travellers regarding the selection of hotels in Hong
Kong. Further this research will help in identifying the areas in Hotel attributes where it need to
develop so that it can attract large number of customers (Ye, Wang and Law, 2014). This will
also lead to enhance the loyalty of customers and help hotel in gaining competitive advantage.
The present research will be potential significant to the following:
 The present research will provide significance importance to the hospitality organisation.
They can easily understand the perceived importance of the customers which are
affecting their business.
 This investigation is supportive for the academicians who are preparing for Ph.D in
respect to develop deep understanding in relation to the importance of needs and wants of
different segment people.
1.7 Overview of methodological approach Research approach: In the present study research inductive approach will be undertaken
in which investigator will focus on moving from specifict to general. In the current
research, the perceived importance given by the business and leisure travellers while
selecting hotels in Hong Kong as per their attributes will be assessed. This will help in
identifying the different factors affecting the choice of business and leisure travellers at
the time of selecting hotels. Design of research: Descriptive research design will be undertaken for the present study.
Through the help of this design researcher will get meaningful information related to the
particular topic.
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 Techniques of research:Qualitative technique will be taken into consideration for the
present study. Research philosophy: Interpretivism research philosophy will be undertaken in the
present research. Method for data collection: The current research is based on critically analyse the
perceived importance of business and leisure travellers and performance regarding
selection of hotels in Hong Kong, both secondary and primary method will be used for
collecting the data. Further, in primary research survey method will be undertaken by
investigator. On the other hand for collecting secondary information books, articles and
journals will be used. Analysis of data: For analysing the collected data qualitative techniques will be used by
the investigator/ under this thematic approach will be used to analysed the the perceived
importance of business and leisure travellers and performance regarding selection of
hotels in Hong Kong.
 Sampling technique: for selecting the sample for the present study probabilistic nature
will be undertaken, because it provides every unit equal chance to be included from the
population. 50 business and leisure travellers so that specific information can be
collected. The questionnaire will be used so that new points can be obtained from the
travelers in relation to the selection of hotels in Hong Kong.
1.8 Structure of dissertation
During undertaking the present research topic, the investigator is required to a systematic
patter by adhering to appropriate structure. In structure there are following series of chapter
which will be undertaken completing the entire dissertation. The given below are different
chapters of research which are as follows: Chapter 1: Introduction: First chapter of the dissertation is introduction which is a clear
cut framework of the selected topic. This will consist of an overview of the research topic
under study will be defined. Along with this, important link with the hospitality sector in
Hong Kong will be presented. Following this, aims and objectives, purpose and focus,
problem statement will be described. At the last of this chapter, different tools and
techniques use in this research will be discussed.
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 Chapter 2: Literature review: This is second chapter of dissertation in which a detailed
information of the perceived importance of business and leisure travelers will be
discussed. Further, the perceived importance given by the business and leisure travelers
while selecting hotels in Hong Kong as per their attributes will be assessed. At last
different factors affecting the choice of business and leisure travelers at the time of
selecting hotels in Hong Kong will be identified. Hence, this chapter will lay emphasis
on integument the aims and objectives of the present investigation. The Literature review
chapter will be based on the secondary research under which published articles and books
written by eminent authors will be undertaken. Chapter 3: Research methodology: The research methodology chapter will cover
different methods which have been used in the present research. Through this the entire
dissertation ahead in the right direction. Further validation of the selected technique will
be provided. At last it consists ethical consideration and limitation of the resources used
by the investigator. Chapter 4: Data analysis: In this chapter collected information will be analyzed by the
selected method.
 Chapter 5: Conclusion and recommendation: Recommendation and conclusion is the last
chapter which will present the findings derived after analyzing the collected data. At last,
on the basis of finding recommendation in will be provided.
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