Gender-choice behavior linkages: an investigation in the hospitality industry

Purpose – The purpose of this study is to investigate whether males and females differ on the emphases they place on core service and relational service in choosing a hotel. Design/Methodology – Data were gathered from the residents of a metro area in the United States. Three hundred and forty-one residents participated in the study. The Del statistic, an undertapped technique, was used. Findings – The results reveal that male and female guests are essentially the same in the importance they place on core and relational services in choosing a hotel. Originality of the research – Empirical research about the hotel choice behavior of female guests is scarce. Therefore, this study addresses this underresearched issue.