Factors that Affect Leisure Traveler to Choose a Hotel during Holiday

Question: Write an essay about the factors that affect leisure traveler to choose a hotel during holiday. Answer: 1.0 Introduction One of the diverse businesses in the market is tourism industry that is associated with many region and economic growth for that country. Filieri and McLeay, (2014) depict that people select hotels in the place they want to travel relying on some factors like time, total expense or recommendation from family or friends. In this section, the research outline of the study will be discussed. Firstly, the background of the research is described which is followed by the problem statement and research objective and questions. Research hypothesis will also be provided for better understanding of the research study. 1.1 Background of the study People travel for making a change from their monotonous life throughout the year. However, the reason for travelling is changing that is to know about the world form much wider range. Mussalam and Tajeddini, (2016) illustrate that it not only makes them know about the new cultural information where they travel but they also make these populaces to develop an effective communication with other country people. Bowiea and Buttle, (2013) mention that it is evident that the GDP of USA is raises to 3.9% and that of the Switzerland is raised to 6.2% with the contribution of tourism. Asia among them is the cheapest continent to travel during the leisure time to spend holidays. Malaysia raised 5.4% GDP in the year 2015 and expected to raise their GDP further by 4.1% until 2015 that cost in MY95.9 billion (Harun, 2013). However, there are some factors that affect leisure traveler to choose a hotel during holiday. These are some crucial factors that influence them to plan a holiday or traveling in different places. 1.2 Problem Statement There are many places suitable for travelling and spend time with the closed ones. It is also true that a single person cannot travel to all these places. The reason behind this is that some cannot afford the hotel expense while some cannot give so much of time for travelling apart from their professional hours (Sakhuja et al., 2015). However, the selection of the hotels made by these personnel rely on some crucial factors that is whether the price of the hospitality commodity is high or not, what their friends recommends to them or how far is the location of the hotel is accessible to them. Thus, the primary objective of the research is or assesses those factors that affect leisure traveler to choose a hotel during holiday. 1.3 Research objectives To evaluate the factors measuring the marketing activities of the hotel To find out the factors that influence people to chose a hotel during their holiday To analyze efficient measure that can develop the customer satisfaction standards to choose a hotel 1.4 Research questions What are the factors measuring the marketing activities of the hotel? What are the factors that influence people to choose a hotel during their holiday? What is the efficient measure that can develop the customer satisfaction standards to choose a hotel? 1.5 Research Hypothesis H1: The location of the hotel does influence people to choose a hotel during their holiday. H2: The price of the hotel does influence people to choose a hotel during their holiday. H3: The loyalty program points/rewards provided by the hotel does influence people to choose a hotel during their holiday. H4: The recommendation provides in various websites and testimonials influences a person to select a hotel during their holiday. H5: The recommendation given by the acquaintance influences a person to select a hotel during their holiday. H6: The accessibility of the hotel do influence communal to choose a hotel during their holiday. 2.0 Literature review 2.1 Introduction The selection of the hotel matter a lot while travelling as it provide a shelter where the traveler can rest. Mohammed et al., (2014) mentioned that hotel industry also provide their facility to communal for attracting them to opt for their hotel. The hospitability facilities provide by them also influences their thoughts while selecting hotel while travelling to other places. In this chapter, the concept of travelling, factors that influence communal to choose hotel and reason to choose hotel during the holiday will be described. 2.2 Conceptual Framework Figure 1: Conceptual Framework (Source: Created by Author) 2.2.1 Concept of travelling Huang and Cai, (2015) depict that there are several reason why people travel. Traditionally people travels for refreshments so that they can attain knowledge for the new places while in recent times it becomes a part of the work. Thus, travel can be either due to the professional reason or for personal reason like vacations for spending times with friends and family. People travel for business to attend business meetings and attend conference with business partners. Sometimes people travels for medical reason for their treatments. Student travels to other state or countries for educational purpose. However, some travels for other reason like attending a marriage, cricket games, conference tours and others. 2.2.2 Reason to choose hotel during the holiday 2.2.2.1 Shelter: Nezakati et al., (2015) depict that people opts for hotels, as they need a shelter. This provision for shelter provides the communal to have a place for their luggage and for taking rest. 2.2.2.2 Experiencing new facilities: One of the primary reasons for the selection of the hotel is to experience new facilities like room service, swimming pool service, gym services that they are getting under one roof (Yego, 2015). 2.2.2.3 Getting extra facility: According to Yang et al., (2012), some hotels are associated with the travel agency and can provide those references to travel agencies in an affordable price. These hotels also provide them guide that helps them to gain knowledge regarding the cultural and historical value soft heat country. 2.2.3 Factors that influence communal to choose hotel 2.2.3.1 The location: Arefin et al., (2015) portray that it is important for the hotel to be in the nearby location so that people can opt for their hotel. It is evident that people have a tendency to prefer a hotel that can be accessible within less time. The primary reason that the people will prefer this factor is that they can reach to their location easily after travelling for the whole day. 2.2.3.2 The price: This is one of the crucial factors that influence the communal for opting a hotel. It is evident that 61% of the people especially women values the pricing factor the most for selecting the hotel. Lee, (2015) also supports that lower the price of the hotel higher will be the chance for people give preferences to opt for hotels. 2.2.3.3 The loyalty program points/rewards: Pimpao et al., (2014) depicts that some hospitality organization take initiative for other programs like loyalty programs that provides the guests of the hotel extra discount on their stay or loyalty card, advantage cards or club card of that hotel so that they can get extra facility on their next visit. Ye et al., (2014) demonstrates that some hotels also provide additional facility or discount on their first visit of in their hotel and free services for attract those person. 2.2.3.4 Recommendation provides in various websites: Escobar-Rodrguez and Carvajal-Trujillo, (2013) illustrates that in this tech-savvy world, people accomplish their work through their smart phone devices like mobiles and laptops. They search different websites and hotel sites to choose a hotel that provide wide range of facility in affordable price. Moreover, some critic also compares available hospitality industry and recommends for the best of them so that to would be easier for a person to select a hotel during their vacation. 2.2.3.5 Recommendation given by the acquaintance: People travel to many places due to business conferences or for vacations. They share their experiences with their family who are going to travel in their nearby days. Thus, they opt for the hotel by recommendation provided to them by their friends and known person (Nakatova, 2014). The primary advantage in this case is that are aware of the facility the hotel will provide to them and the near places to visit. 2.2.3.6 Accessibility: Accessibility is the factor that is considered as the most important factor. Tutuncu and Lieberman, (2016) depict that those hotels that are present in the market area where people can get the train or bus facility in near places are preferred by most of the people travelling to their desired faculty. Moreover, or staying in their so that they can take those transport modes for travelling to their desired places. 3.0 Research methodology The methodology as implemented by the researcher in order to conduct a survey on the travelers in respective of choosing a hotel during their holidays including the positivism research philosophy, deductive research approach and structured design in primary data collection process for meeting with objectives of the research study. On the other hand, the researcher has adopted the quantitative analysis methods in order to conduct a probabilistic sampling technique that has been authored by the researcher in order to acquire useful information related to the research topic. 3.1 Research philosophy "Positivism," "realism research philosophy" and "Interpretivism are the three research philosophy that is used in ten reach. The primary advantage of using the positivism research philosophy is that it helps the researcher to attain knowledge through factual information while on the other hand the research can gain knowledge by socially formulated information in case of Interpretivism research philosophy (Mackey Gass, 2015). The realism research philosophy signifies the mixture of both whet the information regard the research can be gained both by factual information and socially constructed information. In this research, the researcher uses the positivism research philosophy so that the content of the research can be supported by the factual data and can be agreed by most of the communal. 3.2 Research approach The research process can be implemented in order to provide an enhanced overview of the entire research study. The research study can be classified into two significant research approaches, which can be Inductive and deductive approach. The inductive approach provides research process to analyze the information being collected in the data collection process through the utilization of effective tools and techniques (Lee Lo 2014). This is helpful in developing sequential theories related to the research study topic. The research approach, on the other hand, is helpful in selecting the variables that are significant and are required for completing their research study along with the data analysis and testing as well (Bryman, 2015). The research process also implies the implementation of the evaluation tools and techniques that are responsible for analyzing the data as well as evaluating the theoretical evidences for their research study. 3.3 Data Collection Stanek et al., (2016) describe that data collection process is highly important which is required in the research study and which includes primary data collection. This research topic is based on the factors that affect leisure traveler to choose a hotel during holiday. Thus, it requires the data to be collected from the respondents who belong to different parts of the country, travels a lot, and stays in hotel for staying purpose. Primary data collection process is very important for conducting the particular research study related to the customers perception regarding the factor that affect their though for choosing a hotel. 3.4 Sampling method The sampling method for the data collection process helps the researcher in collecting the important information from the respondents from all over the world. The sampling method refers to the conduction of the interviews and survey with the target respondents required for acquiring relevant and useful information related to the research topic (Csikszentmihalyi Larson, 2014). The researcher in this process has undertaken the sampling based on the probabilistic technique in order to conduct the sampling process. The primary advantage for using the probabilistic method is to target each respondent and gather the perception and opinion related with the research objective. In this research, 50 travelers are selected and a questionnaire of 30 questions regarding the factor that influences their thoughts to select a hotel while traveling to other places during their holidays. 3.5 Ethical consideration Ethical consideration is nothing but some professional side of conduct that every research must have to follow for conducting research in an efficient way. There are some rules that they have pt follow while doing survey from the target audience. The researcher has to follow the ethics that they should not harass any respondents during the survey. They should also take care of the fact that no options provided by the respondents will be biased and their genuine answer will be depicted as given (Ritchie, et al., 2013). Moreover, Council, (2014) depict that according to the Data Protection Act 1998, all the data must have to be protected and not be revealed to anyone. 3.6 Data Analysis There are two methods of data analysis quantitative data analysis and qualitative data analysis. The difference between the two data analysis is that in the former case, the numerical data is assessed while in the latter case the questions asked from managers or person have to be assed (Haberman, 2014). As the question is asked to the respondents, the method that is used by the researcher is quantitative data analysis, which is further supported by the statistical data analysis that is mean, median, mode and standard deviation. The primary reason for the selecting the statistical data analysis method is that it will support the research questionnaire outcome with the result what are the effective factor that affect the most for the leisure traveler to opt for hotel during their holidays. 4.0 References Arefin, M. 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