DOMESTIC OR INTERNATIONAL HOTELS: THE FRONTRUNNER OF SERVICE INNOVATION AND CUSTOMER CHOICE IN PAKISTAN

Abida Ellahi

Abstract


urpose – The purpose of this study is to analyze the factors that measure the preferences of customers for domestic and international hotels operating in Pakistan.

Design/methodology/approach – A questionnaire derived from previous studies was completed by 200 hotel-customers in Pakistan. Data is analyzed using SPSS software by employing factor analysis with VERIMEX rotation and multiple regressions. 

Finding – The results indicate that international hotels have more attributes and are preferred by customers as compare to domestic hotels.

Practical implication – The study can be utilized for the enhancement of more efficient market strategy in the hotel industry.

Originality value – The study reinforces and refines the body of knowledge relating the service innovation and customer choices for hotel industry in Pakistan. The study also tries to highlight the relative importance of tangible and intangible factors in the hotel sector It may establish useful base for future empirical work in this field, at least in developing countries.
Paper type – Research paper


Full Text:

PDF

Refbacks

  • There are currently no refbacks.


Copyright (c) 2015 International Research Journal of Arts & Humanities (IRJAH)

ISSN: 1016-9342 

Copyright © University of Sindh, Jamshoro. 2017 All Rights Reserved.
Printing and Publication by: Sindh University Press.

International Research Journal of Arts & Humanities (IRJAH) is published annually by the
Office of the Dean, Faculty of Arts, University of Sindh, Jamshoro, Pakistan.