How do guests choose a hotel

Abstract

Predicting consumers’ hotel choice is influenced by several different factors. The consumer decision-making process in hotel choice selection is influenced by hotel product, received information, and personal preferences. This study focuses on different factors which represent the reasons for consumer’s decision making in hotel selection and market segmentation with regards to the analysis of hotel attributes (factors) sought by international consumers. The findings of the study indicate that hotel guests can be divided into four different segments (clusters) with similar characteristics based on the reasons why customers choose a particular hotel. The results of the study can be applicable in defining an appropriate mix of marketing strategies on the part of hotel management.