Understanding the dynamics of the hotel accommodation purchase decision

Purpose – To investigate the factors that influence the selection of hotel accommodation by guests. Much of the previous research into this topic used a variety of closed and open question surveys. Design/methodology/approach – This research was conducted using four focus groups utilizing a modified nominal group approach. It was found that the use of focus group discussion greatly assisted in producing depth of insight into the research question. TextSmart™, a content analysis software tool, was used for the analysis of the focus group data, which allowed for a visual “Spacial Map” analysis of the discussion. Findings – The focus group discussion identified four main areas that influence the selection of hotel accommodation, those of: location, price, facilities and cleanliness. There was a much higher awareness of the importance of these factors and how different circumstances influence the selection than anticipated from previous research. Research limitations/implications – Although there are clearly limitations in relation to the number and size of the focus groups, and that the research was only conducted in New Zealand, it does begin to move current research into a new direction. Practical implications – This research further explains guest selection, identifying trigger points which indicate areas where practitioners may apply strategic decision making, so that resources can be best utilized. Originality/value – The use of focus groups to further develop current understanding of the factors influencing the selection of guest accommodation.