Isolating Differences in Hotel Attributes

A study that employed multivariate analysis was conducted to determine the factors motivating guests' hotel choice and characteristics of the market. Sixty-six attributes were reduced to 17 determinant factors and 22 perception categories. Composite variables helped identify the basic factors determining choice of a hotel and guests' perceptions of a hotel during a stay. This data analysis yields inferences about market segments, guests' needs and wants, perceptions versus realities, and differentiation among hotels. The strength of this method for isolating hotel attributes lies in the fact that strategies may be determined using consumer wants, rather than management preconceptions.