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. The nature of the interview questions can be seen in Appendix A, and the transcripts for each person are shown in Appendices B to F. 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). The evidence concerning the current paper’s study can be found in Appendix G. 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 presented in Table 1 and Appendix G (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.
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Appendix A
Interview Questions
- Please could you tell me about your usage of hotels and also the events you have organised in the past?
- What kind of hotels would you usually stay in for both business and leisure?
- When you organise events is there a certain type of venue that you tend to choose and could you please describe this for me?
- What about for personal events?
- Could you tell me about the process you go through (selection factors) in deciding on an event venue?
- Anything else?
- So could you tell me about your perceptions as hotel venues generally then and when you have been to events in hotels, how have they made you feel?
- And lastly, when you are at an event in a hotel, what factors would you consider to be most important to overall satisfaction?
Appendix B
Transcript 1
[Interviewer provides an introduction about the purpose of the research and an ethical statement before beginning the interview]
I: Please could you tell me about your usage of hotels and also the events you have organised in the past?
R: Well um, I stay in hotels quite often, probably 4 or 5 times a year. Sometimes for pleasure but more often for business and usually when attending things like trade shows, conferences, team building exercises and such things… For pleasure it is usually for holidays and family gatherings.
I: And what kind of hotels would you usually stay in for both business and leisure?
R: Well, for business it would tend to be bigger ones that are higher end luxury, with a nice specification and nice surroundings… actually, that is what I look for when I am staying for leisure purposes too. For business travel in particular, I always make sure we book hotels and venues for events with very good transport connections like the rail and airports but this is not such a problem for me when on holiday.
I: Okay, so when you organise events is there a certain type of venue that you tend to choose and could you please describe this for me?
R: That depends on a lot of factors. Obviously business accessibility is very important and also the size of the function room because I need to make sure that this is fit for purpose in terms of the number of people I have coming to the event. I have organised big conferences before where I have used venues such as universities as you can hire out the student rooms outside of term time for delegates… although um, they tend not to be very nice quality. But as long as it is clean and on-site, then this can work. I think cleanliness is the most important thing in terms of venue selection. But staff efficiency and good facilities are also extremely important when I am organising business events. For example microphone and projection facilities at the venue must be available or I won’t even consider the venue.
I: And what about for personal events?
R: Well for something more personal where I needed to hire a hotel venue, then I would always choose better quality. When I organised my wedding, then food was also very important to my choice of venue but this is not so much the case for business events.
I: Okay, so could you tell me about the process you go through (selection factors) in deciding on an event venue?
R: Um, well for business events you obviously decide the location of your event and then I would probably go on the internet and see what is available in the local area… see what communications are like for delegates who want to link to the conference remotely and also what the transport links are like….um, so yeah, internet searches are where I would start and then I would decide on a venue depending on the type of event I am arranging and the number of people attending.
I: Anything else?
R: Yes, cost and value for money are obviously important though value for money is probably most important out of these two. Also, the venue has to be neat and clean, with good staff but a lot of these things you can only find out if you visit before making your choice, or maybe reading on TripAdvisor. Also, if I am organising a luxury event then things like a swimming pool and spa as well as good restaurant facilities are important in the decision.
I: So could you tell me about your perceptions as hotel venues generally then and when you have been to events in hotels, how have they made you feel?
R: Most of the events I have attended in hotels have been very professional and successful. The ones that I have found issues with have been for example, when they have used delegate accommodation that was like student lodgings. But I guess you get what you pay for. I think the quality of the hotel does have an effect on the event definitely.
I: And lastly, when you are at an event in a hotel, what factors would you consider to be most important to overall satisfaction?
R: Um, well this varies a great deal depending on what the purpose of the event is but I would say… it has always got to be clean, neat and tidy. Um, staff need to be welcoming, facilities need to be good and clean and communications and transport links are very important.
I: Okay that’s great… thank you very much for your time.
Appendix C
Transcript 2
[Interviewer provides an introduction about the purpose of the research and an ethical statement before beginning the interview]
I: Please could you tell me about your usage of hotels and also the events you have organised in the past?
R: Umm, I don’t use hotels as much recently but over the years I have used them for both pleasure and business. If it is for pleasure, I tend to like four or five star hotels, um, with a bit of luxury and facilities, like a swimming pool or a gym. Oh and a nice restaurant too.
I: And for business events for organise?
Transport links, business related facilities and somewhere for people to stay either on-site or nearby are important.
I: And what kind of hotels would you usually visit and stay in for both business and leisure?
R: Well that is tricky. Nowadays I tend to look for something more independent and unusual when I go to stay in hotels for leisure, because they usually have some character. If it is for business, I would usually expect a bigger chain of hotel as they are more equipped for people attending an event on-site and also being able to stay on-site too… so if I wanted to discuss business at the end of the day, then having a restaurant on-site for me would be a priority as it would allow me to continue to do business.
I: Okay, so when you organise events is there a certain type of venue that you tend to choose and could you please describe this for me?
R: In the past when booking events I have tended to use the same hotels and pubs or restaurants with large function rooms that I have used previously. What I tend to like for business events is somewhere that we can have our own space – like a function room or something – where we can be slightly separate to allow us to speak privately about business matters but still within the comfort of the venue. I haven’t really booked any personal events to be honest.
I: Okay, so could you tell me about the process you go through (selection factors) in deciding on an event venue?
R: If it was business, I would like to choose a location that was easily accessible for my clients, so a venue that is near good rail links or um, if they are flying in from anywhere, then I would make sure that I chose a venue that can be easily accessed from the airports as well. Trying to get something that is central to most people… so not in the ‘back and beyond’ rural kind of setting.
I: Anything else?
R: I also like it to be clean and well-presented and with a nice atmosphere… not too clinical and somewhere you can actually be professional and still be relaxed. I would also consider parking for myself and my clients. Venues with lots of parking are convenient.
I: And how would you go about booking a venue?
R: Well, I would ask either friends or colleagues if they had any ideas and then I would probably go on the Internet, look at reviews on TripAdvisor to check a few things out… then I would just pick three or four venues and narrow it down from there.
I: So could you tell me about your perceptions as hotel venues generally then and when you have been to events in hotels, how have they made you feel?
R: Um, well I think that is very difficult. I think some are set up and geared to actually cater for events and others, less so. Overall I have a positive view of events in hotels and I have attended trade shows in hotels where I have exhibited and attended and um, where the organisers rent a function room and so you can go and visit them there if you have any queries. You can also stay the night after a hard day’s work, which is a bonus! … from personal experience, food is normally nicer at the high end hotels but generally as long as the hotel venue is not too clinical and the staff are efficient, then hotels normally make good event venues. The worst thing though is like with some of the chain hotels, where they don’t have any atmosphere…
I: And lastly, when you are at an event in a hotel, what factors would you consider to be most important to overall satisfaction?
R: I think um, one of the most important things is that everything is set out professionally and that if there are any problems or if I do have any queries, then there is generally someone on-site that you can actually talk to and get things sorted or changed if needed… that, to me, is important.
I: Thank you very much for your time.
Appendix D
Transcript 3
[Interviewer provides an introduction about the purpose of the research and an ethical statement before beginning the interview]
I: Please could you tell me about your usage of hotels personally and also the events you have organised in the past?
R: I stay in hotels for leisure, usually for long weekends. My husband and I stay usually to visit the seaside in the UK. I also stay in hotels abroad, recently in Hong Kong for a couple of weeks. But I do not regularly stay in hotels, I would say about three times a year… I would say I usually stay in small hotels… say bed and breakfasts.
I: And for events you have organised?
R: I have organised my wedding which was held on the grounds at my family home in large yurts. Um… I have also arranged a number of parties and events with my friends. I recently organised a hen / bachelorette party for my friend which centred around a weekend stay in a hotel and we had a cocktail making class, dinner, spa and stay at the hotel… that was great.
I: And what kind of hotels would you usually visit and stay in for both business and leisure?
R: I feel like I have answered this above.
I: Okay, so when you organise events is there a certain type of venue that you tend to choose and could you please describe this for me?
R: Okay, well I really like to have outside space, with nice views and a nice, natural space that can be adapted for different parts or purposes of the event. In terms of aesthetics, something that is traditional is always nice or else it must be contemporary and simple.
I: Okay, so could you tell me about the process you go through (selection factors) in deciding on an event venue?
R: I like a venue to be flexible on the catering and food and drink options. Good quality food and drink and a large menu choice offered from a venue is always good as it makes it easier to address the different wants and needs of your guests. Location is also important… for me personally when I am booking leisure events then I would usually like somewhere that is slightly out of town so that it is still easily accessible but it has a lot of parking… that is um, something I don’t think you get with hotels that are in the centre of a town or city.
I: And how would you go about booking a venue?
R: My first stop would be Google and looking at um, venue websites. But also checking out things like TripAdvisor that rate the hotels and have some reviews… If a place has a number of negative reviews then that would make me question that venue, but if the reviews were mainly positive then I might look into that venue more and contact them for a quote. Hotels in a certain location would also be important to me when booking.
I: So could you tell me about your perceptions as hotel venues generally then and when you have been to events in hotels, how have they made you feel?
R: Um, I suppose I see hotels in sort of two categories… the ones for corporate events such as conferences and that sort of thing so very no-nonsense and business oriented and then on the other hand for boutique, quirky, comfortable or luxury leisure stays. For personal events I would always want the luxury and high end type of venue but I guess it would be too expensive for businesses to always be able to hold their events in places like that…
I: And lastly, when you are at an event in a hotel, what factors would you consider to be most important to overall satisfaction?
R: I think a competent and confident event manager who is your contact with the hotel would be very important. Also, food is a huge part of personal events for my family so the food needs to be of a great standard. I like being given the opportunity to attend a tasting event when I can try to food that would be on offer in advance of the event… if it is locally sourced produce too then that is very important to me as well. On the day of the event, it is so important to have the hotel’s contact person for your event there on-site to help the event run smoothly. It helps make you feel more confident about the event being a success. Also, I would certainly expect everything to be clean and tidy as promised in the marketing and conversations had with the venue before the event takes place.
I: That was an interesting discussion. Thank you very much for your time.
Appendix E
Transcript 4
[Interviewer provides an introduction about the purpose of the research and an ethical statement before beginning the interview]
I: Please could you tell me about your usage of hotels and also the events you have organised in the past?
R: Umm, I use hotels quite regularly for business purposes… and I mainly organise outdoor events. So for instance, I organise a maritime festival every two years which is done in an outside location in a harbour. However, I do some indoor events as well.
I: And what kind of hotels would you usually stay in for both business and leisure?
R: Sooo… the type of hotel I would normally stay in is usually a three or a four star hotel and they are normally bug chains, like Premier Inn or Ibis. But if the hotel is chosen for me it is normally a four star. If I choose the hotel, depending on which company I am working with, it is normally a three star.
I: Okay, so when you organise events is there a certain type of venue that you tend to choose and could you also explain why?
R: Yeah, if I’m doing an indoor event I want easy access. And when I say easy access, I mean people, easy access for people to get to. You know, good links to main roads, good parking, easy to find and then I also go for facilities. You know, has it got the conference room I want? Has it got, um, all the necessary toilet facilities, what is the food in the hotel like and is it good. You know, if the place has a bad name for food then I won’t use it.
I: Okay, so you mentioned the conference and meeting rooms being important. What kind of things would you look for in a meeting room?
R: Um okay, so I like light and airy rooms, it’s got to have good IT facilities … like a projector. Also it needs to have enough seating for the number of people I am planning the event for. I would expect the venue to have at least 70 seats available to me.
I: Great, so we have discussed meeting rooms. Are these the type of selection factors you look for when organising events in any fixed indoor venue generally too?
R: More or less, yes. Accessibility and parking are important, food… and good sized meeting rooms with good IT facilities.
I: Um, and when you are looking for a venue, what sources would you use to aid your search?
R: Oh, that’s a good question. Um, I would use my own local knowledge of venues I have used before, I would search the Internet and maybe also go on word of mouth if the event was in an area that I wasn’t familiar with. In fact, I would go so far as to say that if I didn’t know the area, I would go on a fieldtrip and inspect the facilities beforehand…. If I didn’t know the venue already then I would never book without viewing it.
I: So could you tell me about your perceptions as hotel venues generally then and when you have been to events in hotels, how have they made you feel?
R: Yeah, I mean, some of them do it well. When it is done well, then hotels score very highly. But they are normally the four or the five star hotels that score very highly. You know, I’ve organised conferences in hotels and been to trade fairs and weddings in them too. For a conference, you need um, a big area for your keynote speakers when you have got a lot of people and then you need breakout rooms to do workshops and things… so not all hotels can offer that.
I: No, okay. And what are your perceptions of the food, the cost and stuff?
R: Umm, my perception of the food is good and bad, because it’s very difficult… I do think the food should be served at specific times and not left out for ages under heat lamps. I don’t like that at all. Um, but on the other hand, you do need things like fruit and drinks and water available throughout don’t you? Actually, as well as not liking the food left out, I think it is also important that you have the opportunity to select the menu yourself with the professionals at the hotel. Sometimes you don’t get this choice.
I: And lastly, when you are at an event in a hotel, what factors would you consider to be most important to overall satisfaction?
R: Comfort. Quality of food and facilities. And easy to get to. It has got to have easy access and with that I mean, you know, it’s not in the back and beyond.
I: Great… thank you very much.
Appendix F
Transcript 5
[Interviewer provides an introduction about the purpose of the research and an ethical statement before beginning the interview]
I: Please could you tell me about your usage of hotels and also the events you have organised in the past?
R: I stay in hotels maybe three or four times a year on business and maybe an additional stay for a holiday. Umm, for business I stay in hotels to attend conferences, briefings, training events… that kind of away day activity that requires accommodation. I also stay in hotels for holidays… but not normally in this country though. I went to Madeira towards the end of last year and recently went skiing in France. We stayed in a chalet there though.
I: Okay great. What kind of hotels do you normally stay in or visit in relation to events you have attended in them?
Umm, I tend to stay in mid-price range hotels, ones that can offer the type of accommodation and facilities required. I always try to go for at least three stars, preferably four or five though. With work, they usually find the nice hotels for us, they normally go for the big corporate chains. Those types of hotels usually offer discounts for businesses and large groups so that is probably why and we always know what to expect with them… they offer fast check-in for instance, which is great when there are a lot of us.
I: And for events you have organised?
R: I have organised a lot of conferences and briefings for the higher education sector. Some of these are free to delegates, but some actually require a fee to be paid, so are about knowledge sharing and networking. Um… the briefing and training events we do are provided for a specific audience, normally in preparation for the review of their higher education provision. Oh, I also recently organised my daughter’s wedding in the summer of last year and we had a big marquee in a field in Cornwall overlooking the sea for the wedding breakfast and reception… so actually that wasn’t in a hotel as such but it was in the hotel grounds and we utilised their accommodation for our guests overnight.
I: Okay, so when you organise events is there a certain type of venue that you tend to choose and could you please describe this for me?
R: Um, well the venues need to be easily accessible by public transport for a start and they need to have appropriate facilities for breakout rooms (when I am organising business trips and visits). They also have to be able to accommodate large numbers of people. I have held business events at corporate chain hotels such as Premier Inn and the Hilton. When the delegates are paying, then we tend to use a more high end venue. I do like using hotels because it is easier if you have everything you need in the one place… the conference rooms, the dining, the accommodation and a bar for the evening.
I: Okay, so when you are organising an event, what factors would you consider important in influencing your choice of venue?
R: As I said before, somewhere that is easily accessible and near transport links and with parking. The facilities I would expect and be looking for would vary depending on the type of event but in terms of the events in hotels that I have been to and also organised… break-out rooms that are big enough for you to have different seating styles, accommodation and wifi, plus maybe a desk in the hotel rooms for working in your downtime if it is a business event. Good food as well – this is particularly important when you are going to events in a hotel to have a good time, so for instance a wedding or a gala dinner… then the food is really important. Also good presentation facilities and a PA system with a microphone.
I: Okay, and when looking for a venue, what sources would you use to aid your search?
R: Well I would look at reviews on TripAdvisor and any other internet reviews before deciding to book a venue for something… make sure there are no nasty shocks. Sometimes we use booking agencies too for business visits as they can save us time so we don’t have to search for things ourselves and they can sometimes also get better deals as well. Also, wrd of mouth… If I know someone who lives or works in the area or has been to a specific hotel, I will ask for their thoughts and suggestions. I like modern, well equipped functional venues and I will also often do a internet search for venues like that in an area.
I: So could you tell me about your perceptions as hotel venues generally then and when you have been to events in hotels, how have they made you feel?
R: Okay so I have been to and organised many events in hotels. So conference and training events, also weddings and staff parties, family parties… that sort of thing. My experience of events at hotels has been very varied. Some are very good and others are less so. But saying that, I would actually say that overall, I have had a lot more positive experiences at hotel events than negative. I depends a lot on the hotel itself. I think with chain hotels, you already have expectations in place and I think you know what they are going to be like. Chain hotels are more set up for business events and corporate trips I think than independent hotels. That is not to say that all independent hotels are bad as conference venues… some of the modern ones are great but they can’t always necessarily compete in terms of the full package.
I: And lastly, when you are at an event in a hotel, what factors would you consider to be most important to overall satisfaction?
R: Umm… so, good food – I like a lot of variety – so if we have a buffet lunch I like a lot of choices and also considerations of vegetarian options and dietary requirements. For private events or those things you go to for fun and celebration… you know, to have a good time like a party or wedding, then the quality of food is really important as if they get it wrong, it is all anybody talks about. Also, helpful and courteous staff will lead to higher satisfaction too. Good hotel facilities and nice, clean, modern and comfortable bedrooms as well. They all contribute.
I: Great – thank you very much for your time.