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Leveraging guest-room technology: a tale of two guest profiles

Leveraging guest-room technology: a tale of two guest profiles The purpose of this study is to examine hotel guests’ attitudes toward guest room technologies (GRTs) and determine whether hotel guests’ characteristics and attitudes regarding GRTs vary according to hotel guest typologies.Design/methodology/approachThe data were gathered from a sample of 508 hotel guests who had stayed in a hotel in the past 12 months via a self-administered survey on Qualtrics survey software. The analysis of the study consisted of two main research steps: identification of cluster groups via the K-means cluster analysis algorithm and discriminant analysis; and performing a series of chi-square analyses to determine whether hotel guests’ characteristics and attitudes vary according to obtained hotel guest typologies.FindingsResults indicated significant attitudinal (e.g. internet payment preference) and demographic (e.g. age) differences among the obtained hotel guest typologies regarding their attitudes toward GRTs.Practical implicationsThe results provide valuable guidance and a pragmatic approach for those hotel managers that aim to generate tailored marketing strategies for guest segments that are interested in GRTs.Originality/valueThis study concentrates on GRTs with a market segmentation approach by using advanced statistical procedures. It contributes to the body of related research literature by offering empirical evidence where the study evaluates the impact of the availability of new GRTs on guest decision-making based on the principles of the theory of planned behavior. Practitioners will be able to use the presented findings to generate marketing and pricing strategies with respect to the technological needs and wants of each typology. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Hospitality and Tourism Technology Emerald Publishing

Leveraging guest-room technology: a tale of two guest profiles

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1757-9880
DOI
10.1108/jhtt-06-2018-0046
Publisher site
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Abstract

The purpose of this study is to examine hotel guests’ attitudes toward guest room technologies (GRTs) and determine whether hotel guests’ characteristics and attitudes regarding GRTs vary according to hotel guest typologies.Design/methodology/approachThe data were gathered from a sample of 508 hotel guests who had stayed in a hotel in the past 12 months via a self-administered survey on Qualtrics survey software. The analysis of the study consisted of two main research steps: identification of cluster groups via the K-means cluster analysis algorithm and discriminant analysis; and performing a series of chi-square analyses to determine whether hotel guests’ characteristics and attitudes vary according to obtained hotel guest typologies.FindingsResults indicated significant attitudinal (e.g. internet payment preference) and demographic (e.g. age) differences among the obtained hotel guest typologies regarding their attitudes toward GRTs.Practical implicationsThe results provide valuable guidance and a pragmatic approach for those hotel managers that aim to generate tailored marketing strategies for guest segments that are interested in GRTs.Originality/valueThis study concentrates on GRTs with a market segmentation approach by using advanced statistical procedures. It contributes to the body of related research literature by offering empirical evidence where the study evaluates the impact of the availability of new GRTs on guest decision-making based on the principles of the theory of planned behavior. Practitioners will be able to use the presented findings to generate marketing and pricing strategies with respect to the technological needs and wants of each typology.

Journal

Journal of Hospitality and Tourism Technology – Emerald Publishing

Published: Sep 13, 2019

Keywords: Hotel technology; Guest-room technology; In-room technology; Market segmentation; Willingness to pay; Decision making

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