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Mehmet Erdem, Hilmi A. Atadil and Pelin Nasoz
The purpose of this study is to examine hotel guests’ attitudes toward guest room technologies (GRTs) and determine whether hotel guests’ characteristics and attitudes…
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.
The 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.
Results 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.
The 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.
This 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.
研究样本包括508位在过去12个月内消费过的酒店顾客, 样本通过在线自助式问卷来采集。本论文的分析步骤分为两步：（1）通过K-means聚类分析和判别分析以确立群组, 以及（2）一系列Chi-square分析以判定酒店顾客特点和态度是否根据获得的顾客背景情况而有差别。
本论文主要通过一系列高级统计操作来研究GRTs以及市场细分方法。研究结果对相关文献有着显著价值, 对以计划行为理论 （Theory of Planned Behavior）为基础, 检验新型GRTs对顾客决策行为的影响提供了实践研究。行业实践者能够借鉴研究结论来制定与科技需求和细分市场需求相关的营销和定价战略。