Factors of Differentiation Value Drivers Affecting International Mature Travelers toward the Selection of Small and Medium-Sized Hotels

Abstract

      This research aimed to 1) investigate the factors of differentiation value drivers influencing mature travelers when patronizing small and medium-sized hotels, and 2) analyze the mature travelers’ demographic factors affecting their expected differentiation value drivers towards the selection of small and medium-sized hotels. The quantitative approach was conducted by employing a survey technique. 384 international mature travelers, aged 55 years old or older and visiting Bangkok for leisure, were targeted as survey respondents using a multi-stage sampling technique, processed with the SPSS statistical software (Statistical Package for Social Science) for statistical data analysis including mean, standard deviation, t-test and One-Way ANOVA. The findings revealed that 1) the respondents rated all dimensions of differentiation value drivers as very important. The dimension ‘Better health and security’ was cited as the most important driver, followed by ‘Better accessibility and more affordable’, ‘Better atmosphere’, and ‘More responsiveness’ respectively. 2) Travelers’ demographic factors, including marital status, nationality, education, work status and income had significant influence on differentiation value drivers at the significance level of 0.05. The post hoc tests, including Least Significant Difference (LSD) and Dunnett’s T3 methods, showed significant differences between groups of respondents on certain differentiation value drivers. As for the demographic factors of gender, age and health, no significant differences were found. Hoteliers can apply the results of this study to determine guidelines or strategies for developing hospitality products and services in response to international mature travelers’ demands, and to differentiate their products and services and contribute to a competitive advantage.