Introduction and Background
Understanding the buyer behavior (BB) of hotel guests is an important aspect of enhancing the quality of service. By learning more about BB, hotels can advance their operations and contribute to the tourism and hospitality sectors, which are significant for developing many areas (Balsalobre-Lorente and Leitão, 2020; Shaikh et al., 2021). For instance, industry data indicates that Hong Kong is among the most popular sightseeing cities, with tourism contributing to about 5% of the GDP (Sio-Chong and So, 2020; Wu et al., 2020). There needs to be more literature concerning BB in terms of promoting hotels as more than lodging places. Lockwood and Pyun (2020) mention that people primarily stay in hotels for leisure, while Nolan (2020) notes that hotels have many deficiencies as business event venues. Nonetheless, academic publications pay more attention to other aspects that can attract hotel clients. Bagnera et al. (2022) propose that hotels should focus on their cleanliness to manage BB, whereas D’Souza et al. (2020) concentrate on consumers’ interest in sustainability. It is important to study BB relating to hotels as leisure spaces and event venues to understand better how to appeal to customers.
Methodology
A qualitative approach was chosen to investigate BB in viewing hotels as more than simply places to stay overnight. Such type of research relies on open-ended questions with data being interpreted through patterns and themes (Mariani and Baggio, 2020). Considerable advantages of qualitative techniques include flexibility for investigators and valuable insights from gathered answers that reflect the participants’ experiences and behaviors (Chiriko, 2021; Truong, Liu, and Yu, 2020). However, some disadvantages of the approach are that it is contextualized and has low generalizability, although the importance of the latter is arguable (Gill, 2020; Truong, Liu, and Yu, 2020). Accordingly, the present examination focused on qualitative research to examine how people view hotels based on BB’s association with individual decision-making (Dixit, Lee, and Loo, 2019). Qualitative approach offers such sampling procedures as theoretical, convenience, snowball, and purposive (Gill, 2020; Hameed, 2020; Staller, 2021). The strategy chosen for the current analysis is the former one due to focusing on empirical evidence and assisting in generating theory based on findings (Gill, 2020; Staller, 2021). Therefore, the present paper was based on qualitative research to explain BB based on the experiences of hotel guests.
Semi-structured interviews (SSIs) and framework method (FM) were utilized to explore BB concerning hotels’ leisure and event services. SSIs employ predefined guides but also allow deviating from the plan to examine certain themes (Chiriko, 2021). A total of five individuals were asked approximately eight inquiries regarding their experiences. For instance, the participants shared details about their usage of hotels, the organization of events, and perceptions of different venues. Furthermore, data analysis requirements were based on FM, which was originally developed by social investigators to examine qualitative information through a process of summarization (Collaço et al., 2021; Vitalis, 2021). Overall, SSIs and FM were practical in obtaining and working with information about people who visit hotels for leisure and different events.
Notably, qualitative research with semi-structured interviews and FM is associated with some ethical considerations. Scientists conducting studies must remember that they have certain responsibilities in respecting those involved in investigations (Hesse et al., 2019). In particular, the process demands a reflexive and emotive human response, anonymity, confidentiality, and informed consent (Husband, 2020; Roberts, Pavlakis, and Richards, 2021; Tamminen et al., 2021). For example, while the latter requirement may appear straightforward, ensuring voluntary participation raises such questions as how to ensure clearance or how much information to share with the subjects (Zapata-Barrero and Yalaz, 2020). Consequently, determining the participants’ perceptions of hotels as leisure spaces and event venues involved conducting interviews about the persons’ experiences with respect to their privacy.
Data Analysis and Findings
As mentioned above, the qualitative analysis was conducted by employing FM. The method is appropriate for semi-structured qualitative data and encompasses several steps (Bazeley, 2020; Collaço et al., 2021; Vindrola-Padros, 2021). Each phase of FM was carried out to closely examine the interviewees’ answers and detect specific patterns (Bazeley, 2020; Collaço et al., 2021; Vindrola-Padros, 2021). Data from SSIs is organized in Framework Matrix and shown in Table 2. The rows represent the participants, columns demonstrate the codes, and cells illustrate quotes from SSIs or summarized information (Collaço et al., 2021; Jaffe et al., 2019; Vindrola-Padros, 2021). Accordingly, FM allowed managing knowledge obtained from SSIs in a structured manner.
The findings can be employed to generate a theory regarding the perception of hotels as leisure spaces and event venues. FM contributes to strategy development by determining what services are expected and identifying ways for improvement (Nechully and Pokhriyal, 2019). When using hotel services for more than simply lodging, people conduct or participate in various occasions, from business conferences to weddings and parties. Individuals tend to value hotel chains that provide such benefits as good location and accessibility. Nonetheless, responses concerning leisure are more distinct, as some prefer traveling abroad for a specific destination while others favor diverse amenities. Accordingly, a theory that can be developed based on the investigation is that hotels are often used for leisure and event purposes but must be able to meet clients’ specific expectations.
Table 1. Framework Analysis
Table 2. Framework Matrix
Conclusion, Ethical Considerations, and Study Limitations
To summarize, buyer behavior in relation to hotels as leisure spaces and event venues can be characterized by the establishment’s size and offered comforts. On the one hand, people seek relaxation in overseas destinations or places with sufficient amenities. On the other hand, both business and personal happenings are more likely to be organized in big chained hotels that are effortlessly accessible and have necessary facilities. Some implications of qualitative interviews are the utilization of obtained insight based on participants’ experiences for improving certain organizational processes. For example, the findings produced from the above Framework Matrix can be employed by hotels to enhance their amenities and appeal better to customers who wish to organize events. Smaller independent hotels may consider concentrating on travelers who strive for leisure rather than thinking of ways to attract those interested in different happenings. Nevertheless, limitations of the current examination include a small sample and relatively low generalizability associated with the qualitative approach. Accordingly, recommendations for future research of similar nature are conducting a comprehensive literature review, gathering more participants to explore BB further, and ensuring adherence to ethical considerations of consent, confidentiality, and anonymity.
Reference List
Bagnera, S. et al. (2022) ‘The perception of clean: consumer trust in hotels amidst COVID-19’, International Journal of Gaming, Hospitality and Tourism, 2(1), pp. 1-21.
Balsalobre-Lorente, D. and Leitão, N. C. (2020) ‘The role of tourism, trade, renewable energy use and carbon dioxide emissions on economic growth: evidence of tourism-led growth hypothesis in EU-28’, Environmental Science and Pollution Research, 27(36), pp. 45883-45896. Web.
Bazeley, P. (2020) Qualitative data analysis: practical strategies. Sydney: Sage.
Chiriko, A. Y. (2021) ‘How hotels suffer from and deal with the economic effects of tourism seasonality: a case study of Aksum, Ethiopia’, Research in Hospitality Management, 11(2), pp. 137-143. Web.
Collaço, N. et al. (2021) ‘Using the framework method for the analysis of qualitative dyadic data in health research’, Qualitative Health Research, 31(8), pp. 1555-1564. Web.
D’Souza, C. et al. (2020) ‘Marketing for sustainability: travellers’ intentions to stay in green hotels’, Journal of Vacation Marketing, 27(2), pp. 187-202. Web.
Dixit, S. K., Lee, K. H., and Loo, P. T. (2019) ‘Consumer behavior in hospitality and tourism’, Journal of Global Scholars of Marketing Science, 29(2), pp. 151-161. Web.
Gill, S. L. (2020) ‘Qualitative sampling methods’, Journal of Human Lactation, 36(4), pp. 579-581. Web.
Hameed, H. (2020) ‘Quantitative and qualitative research methods: considerations and issues in qualitative research’, The Maldives National Journal of Research, 8(1), pp. 8-17.
Hesse, A. et al. (2019) ‘Qualitative research ethics in the big data era’, American Behavioral Scientist, 63(5), pp. 560-583. Web.
Husband, G. (2020) ‘Ethical data collection and recognizing the impact of semi-structured interviews on research respondents’, Education Sciences, 10(8), 1-12. Web.
Jaffe, L. E. et al. (2019) ‘Clear skies ahead: optimizing the learning environment for critical thinking from a qualitative analysis of interviews with expert teachers’, Perspectives on Medical Education, 8(5), pp. 289-297. Web.
Lockwood, A. and Pyun, K. (2020) ‘Developing a scale measuring customers’ servicescape perceptions in upscale hotels’, International Journal of Contemporary Hospitality Management, 32(1), pp. 40-59. Web.
Mariani, M. and Baggio, R. (2020) ‘The relevance of mixed methods for network analysis in tourism and hospitality research’, International Journal of Contemporary Hospitality Management, 32(4), pp. 1643-1673. Web.
Nechully, S. and Pokhriyal, D. S. (2019) ‘Choosing grounded theory and frame work analysis as the appropriate qualitative methods for the research’, Journal of Management, 6(1), pp. 130-145.
Nolan, E. (2020) ‘The supply and design of different types of venues for business events’, International Journal of Tourism Cities, 6(4), pp. 691-710. Web.
Roberts, J. K., Pavlakis, A. E., and Richards, M. P. (2021) ‘It’s more complicated than it seems: virtual qualitative research in the COVID-19 era’, International Journal of Qualitative Methods, 20, pp. 1-13. Web.
Shaikh, S. et al. (2021) ‘Impact of COVID-19 on GDP: a serial mediation effect on international tourism and hospitality industry’, International Journal of Management, 12(4), pp. 422-430.
Sio-Chong, U. and So, Y. C. (2020) ‘The impacts of financial and non-financial crises on tourism: evidence from Macao and Hong Kong’, Tourism Management Perspectives, 33, pp. 1-11. Web.
Staller, K. M. (2021) ‘Big enough? Sampling in qualitative inquiry’, Qualitative Social Work, 20(4), pp. 897-904. Web.
Tamminen, K. A. et al. (2021) ‘Considerations for making informed choices about engaging in open qualitative research’, Qualitative Research in Sport, Exercise and Health, 13(5), pp. 864-886. Web.
Truong, D., Liu, R. X., and Yu, J. J. (2020) ‘Mixed methods research in tourism and hospitality journal’, International Journal of Contemporary Hospitality Management, 32(4), pp. 1563-1579. Web.
Vindrola-Padros, C. (2021) Doing rapid qualitative research. Sydney: Sage.
Vitalis, D. (2021) Adherence to antiretroviral therapy among perinatal women in Guyana: challenges and lessons for developing nations. Berlin: Springer Nature.
Wu, F. et al. (2020) ‘Fluctuations in Hong Kong hotel industry room rates under the 2019 Novel Coronavirus (COVID-19) outbreak: evidence from big data on OTA channels’, Sustainability, 12(18), pp. 1-17. Web.
Zapata-Barrero, R. and Yalaz, E. (2020) ‘Qualitative migration research ethics: a roadmap for migration scholars’, Qualitative Research Journal, 20(3), pp. 269-279. Web.