Critical Analysis: Hotel Selection Preferences of Hong Kong Travelers

This report presents a critical examination of the perceived importance of business and leisure travelers in the selection of hotels, focusing on the context of Hong Kong. The study employs a qualitative research strategy with an inductive approach and descriptive research design, utilizing both primary and secondary data collection methods. Primary data was gathered through questionnaires administered to a sample of 50 business and leisure travelers, selected via random sampling. The findings reveal that leisure travelers prioritize safety, security, and price, while business travelers emphasize business facilities and quality services. The report includes an overview of research, a literature review, detailed methodology (including research philosophy, design, approach, data collection, and analysis), data analysis, and conclusions with recommendations. It highlights the significance of hotel attributes in attracting customers and the need for hotels to adapt to the changing demands of both traveler segments. The research aims to identify factors influencing hotel choices, assess perceived importance, and recommend effective hotel attributes to enhance customer satisfaction and gain a competitive advantage in the Hong Kong hospitality industry. The report also discusses the benefits of the study for hospitality organizations and academicians, emphasizing its contribution to understanding traveler preferences and tailoring marketing strategies.

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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CHAPTER 2: LITERATURE REVIEW
2.1 To understand the perceived importance of business and leisure travellers.
Travel and tourism is known to contribute a greater part of share in the overall economy of the
nation. This in turn increases the overall potency of the country in terms of revenue generation.
However, there exists several forms of tourism that impacts upon the nature and agenda of
tourism with a distinct outlook of all the tourists arriving with a different set of purpose. (Kalra,
Phadnis and Joshi, 2017) has hereby emphasised upon one such most popular forms of tourism
known as business tourism that largely attracts a leading number of business travellers to visit
the location with a specific concern of their business. Despite of being a very limited subset of
regular tourism with a focussed agenda behind travelling, this type of tourism is found to
strengthen up to a great extent. This is mainly due to its lucrative nature of existence where it is
largely benefiting the individuals to operate with an easy access to their work by simply staying
connected to their friends and family as well. It is thereby considered to be one of the fastest
growing sector with several gainful consequences. (Font-i-Furnols and Guerrero,s 2014.) with a
similar consent to it have hereby supported the profitable nature of business tourism with a
greater significance of its contribution towards boosting up the economic status of a nation. For
this purpose, considering the factors that motivates the business travellers is of immense
importance for attracting them in large numbers. It is mainly in context to the hotel industries
who are hereby required to make a clear interpretation of the choices that are usually made by
the business travellers. This will in turn assist them to take more considerate decisions for
serving them in a much effective manner. sparon, Gyuris and Stoeckl, (2014.) with a different
consent towards it have hereby proposed the hotel industries to firstly understand the role of
business mix in their chosen field that has an equal role of another type of travellers namely the
leisure travellers. It is where both of these segments consist of distinct type of travellers with
different preferences over their needs and agendas behind travelling. This is for instance
considering the perceived importance of location where it is a vital concern of the business
tourists. In whose accordance, they hereby refer to choose such places that can conveniently
serve their requirements of conducting a business meeting or conferences, etc, to peacefully
carry out their work.
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Rhee and Yang, 2015) with a similar consideration towards the identified need of the
business travellers have hereby specified another crucial aspect of networking in their chosen
hotel where they are always required to be connected with their business associates at the time of
their business trips. Herein, they should be able to make a proper interaction worth that to their
clients and colleagues by together staying connected to their family members. It therefore gets
important for the hotel organisations to consider referring to these amenities to avoid any state of
concern for their business travellers. For which, there should be a strong provision of networking
at the hotel with steady internet connection, etc. Also, nowadays, people look forward to use free
wi-fi connectivity at the place they are referring to stay during their visit. (Cantallops and Salvi,
2014) have hereby stated it to be an all-inclusive facility that plays a substantial role behind
choosing the place of stay by the tourists where the business traveller’s results in becoming more
loyal guests with a long-term assurance of repeating their visits.
diotomre, Summers and Offiah, (2013) with a likewise concern towards the perceived
importance of both these segments of travellers have enlightened the choices made by the leisure
travellers while selecting a hotel.. Médici and Allen, (2016), explained that business travelers
are mainly diverted towards those hotels in Hong Kong which provides with basic amenities
such as continental breakfast, iron board, coffee maker, air conditioner etc. if any among these
will lack in the hotel will result in never visiting back into that hotel by the business travelers.
While the leisure travelers are more sensitive towards price and generally want to spend
economically in comparison with the business travelers. They also follow strong
recommendations and reviews of the hotels they will be opting for. These travelers are even
attracted towards the hotels who provides with packages and discounts to the travelers. Further
more, leisure travelers search for number of hotels and selects the best and affordable among
them by concerning more about the safety and security of the hotel. To become the leading
hotels in Hong Kong these attributes of business and leisure travelers should be mainly kept in
regard and the most effective services like safety , security, cleanliness, healthy food, proper
location, effective hotelier staff communications, comfortable rooms and mattresses are the basic
factors that should be fully concerned in order to attract the travelers to stay in hotel.
2.2 The perceived importance given by the business and leisure travellers while selecting hotels
in Hong Kong as per their attributes.
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According to the view of Tuškej, Golob and Podnar, (2013), while selecting the hotel in
Hong Kong the major importance by the leisure travelers is that it generally demands for better
comfort rather than formulating budgets. The services and facilities that are provided by the
hotels in Honk Kong attracts the customers in such a way that leads to select one product in
variety. The major attributes of the hotels include that the travelers must get the complete
satisfaction with the best facilities including safety, security, hygiene, good quality food etc.
Moreover, travelers stated that effective services, proper relaxation, good food, proper
conveyance are the major attributes that attracts the travelers in selecting the Hong Kong hotels
to stay in. According to the study, the first and foremost thing demanded by the travelers is the
equality among the price and quality of the hotel and secondly, they demanded for the security
and proper location so that it becomes easy for the travelers to reach their destination. There are
five major factors mentioned which are the most important attributes that attracts the travelers
towards the hotel in Hong Kong, these are- service quality, cleanliness, proper location, hotel
image and security.
According to the Mackey and Gass, (2015), there has been a comparison done between
the business and people who like to travel for enjoyment in Hong Kong hotels and it depicts that
the attributes that affect the decision of leisure travelers in selecting the hotels which are clean
and security. The leisure travelers are more concerned about the room rates as well as the
services that are provided by the staff of the hotels by concerning more about the manner in
which the staff communicates with the travelers and moreover aims to get the best security and
safety from the selected hotel. Leisure travelers includes the families because they are more
concerned about the safety and security while selecting the hotel in Hong Kong. Further, the
study depicts that security and safety is the most important factor that travelers keep in mind
while selecting the hotels in Hong Kong. This component has become the most competitive
factor among different hotels in regard to attract more travelers. The factors that are focused by
both the business travelers and leisure travelers are- well maintained rooms, hygienic bathrooms,
clean mattresses, convenient locations and safety.
Albayrak and Caber, (2015) state that the business travelers focus more on the comfort
and quality rather than that of the price because they generally stay for less days as compared to
those of the leisure travelers. The leisure travelers include families which consists of all age
groups people which demands for safety and security as the basic need to stay in the hotel
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whereas business travelers generally includes one or two people who aims to stay in complete
comfort after there long hours traveling and work. Business travelers focuses more on the
location because after attending the long business meetings and seminars their main aim is to get
back towards their room as soon as possible to get fully comfortable and relaxed, another
important attribute of the business traveler is that they require such locations where proper
networks are connected so that the business persons can easily access internet and can remain
connected with their colleagues or clients. Moreover, the business travelers not have much time
to search for many hotels and compare them with one another they generally remain loyal to the
particular hotel which has fulfilled their attributes.
The sale is directly affected by the perceived importance and characteristics of hotels.
Customer satisfaction can easily analyse with the significance measure or through quality of
performances. Hence, it can be said that performance can relate to the attribute of hotel in order
to measure the satisfaction level of customer. Locations play significant role for the customers at
the time they make decision of selection. The term importance is referred to the perceived
importance of an attribute and its importance on services which they receive from the hotels. If
perforce of the hotel is on high number then it increases the chances of selection. Attar,
Haghighat, Naghdi, Jokar,, Nazem, (2016) state that pose post purchase lead to encourage
customers to repurchase the particular product. If employee are satisfied with the product and
services then they will recommend other to select that product.
2.3 Different factors affecting the choice of business and leisure travellers at the time of selecting
hotels
According to the Kalra, Phadnis and Joshi, (2017), t there is comparability betwixt
business and leisure travellers at the time of selecting hotel criteria. There are some essential
attributes which affect the choices of business and leisure travellers. Location and cleanliness
play significant role in selection of hotel. Along with this, there are different attributes of hotel
which play significant role for the business and leisure travelers such as room rates, type of
services, personal interaction, location and cleanliness.. Landau, Mitnik, and Lev-Ari, (2016),
found that cleanliness, comfort of mattresses and pillows and quality services received the
highest rating from business travellers. While it is also identified location also play significant
role in selection of hotel for business travellers. However, author argued that at the time of
selecting the hotel the catering facility not play significant role selection of hotel. It is so because
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