Title: Stretching the performance quality-value-behavioural consequences chain: an empirical study of business and leisure segments in upscale hotels in Thailand

Authors: Rujirutana Mandhachitara; Nak Gulid

Addresses: Pennsylvania State University, 3550 Seventh Street Road, New Kensington, PA 15068, USA ' Srinakarinwirot University, Sukhumvit 23 Watana District, Bangkok 10110, Thailand

Abstract: Hotel management often takes for granted the leisure and business classification of hotel guests when planning and implementing marketing tactics. Although research shows significant differences in hotel features between business and leisure travellers, the authors raise a question about the validity of the classification of hotel guests based on this purpose of travel. This paper challenges conventional wisdom regarding the purpose of travel segmentation and its suitability for the four-star hotel category. This paper studies the evaluative experience of leisure and business guests staying at four-star hotels in Bangkok, Thailand. The authors examine how they evaluate service quality and hotel brand image, which in turn enhances their level of trust and their perception of the value of the four-star hotel brand. Additionally, this study includes repeat business and referral, two important outcomes leading to the long-term financial success of hotel business.

Keywords: upscale hotel; service performance quality; hotel brand image; mediators; behavioural outcomes; business-leisure segments.

DOI: 10.1504/IJLTM.2019.103565

International Journal of Leisure and Tourism Marketing, 2019 Vol.6 No.3/4, pp.279 - 305

Received: 24 Jan 2019
Accepted: 30 Jul 2019
Published online: 11 Nov 2019 *

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