Factors Influencing the Selection of Hotel

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    Factors Influencing the Selection of Hotels/Resorts in Lanta Yai Island, Krabi, Thailand byInternational Travelers

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    Valueq as ranked as t2e se3ond 0ost i0portant a3tor, olloed cy Sta Servi3e ualityq,o3ationq, and \oo0 and a3ilities ualityq, respe3tivelyh

     b2e study suffested t2at Se3urity and Saetyq 2as ceen identiied as t2e 0ost

    inluential in deter0ininf 3usto0ersq sele3tinf t2e 2otel in anta jai ]sland, t2is is 2at 2otelsin anta jai ]sland s2ould 3onsider 2ile developinf 0arketinf stratefiesh Yor t2eseprospe3tive 3usto0ers, se3urity and saety are t2e 0ost casi3 2u0an needsh Even i t2e 2otelis 3o0ortacle, i t2ere is no saety, it is not ort22ile stayinf t2ereh b2e ot2er a3tors su32 asValueq, Sta Servi3e ualityq, o3ationq and \oo0 and Ya3ilities s2ould not ce ifnored asellh b2e 2oteliers s2ould 0aintain t2e standards o t2ese servi3es and a3ilities to 0eet t2ecasi3 needs o t2e 3usto0ersh

    B Introduction/h/ b2e frot2 o tourists in b2ailand

     b2ailand is one o t2e developinf orldzs 0ost popular tourist destinations andenti3inf to cot2 et setters and ca3kpa3kers Xbouris0-\evie, P/P[h bouris0 0akes a larfer3ontricution to b2ailandzs e3ono0y Xtypi3ally acout { per3ent o fross do0esti3 produ3t[ t2ant2at o any ot2er Zsian nation XE3ono0y o b2ailand, P//[h Even t2ouf2 in re3ent years

     b2ailandqs touris0 2as a3ed 0any procle0s, in3ludinf t2e tsuna0i in PP4 and a 0ulti-days2utdon o its international airport in PP| and politi3al 3risis, red-s2irt protests in Zpril PP}and politi3al turculen3es in Zpril and ^ay P/P, t2e relatively stacle internal fovern0entalsituation olloinf t2e PP|~PP} b2ai politi3al 3risis, and t2e PP} lu pande0i3 2avinf less oan i0pa3t as initially eared, 2ave 32anfed t2e touris0 outlook or P/Ph b2ailand e•perien3eda de3rease o international visitors o /{€ over t2e irst si• 0ont2s o P/P, cut t2e last our0ont2s o P/P 2ave seen a return o oreifn tourists to b2ailand it2 a 0arked in3reasedurinf t2e 0ont2s o ove0cer and e3e0cer XbZb es P/P[h

    /h b2e frot2 o tourists in raci and anta jai ]slandraci is one o t2e sout2ern provin3es o b2ailand, at t2e s2ore o t2e Znda0an

    Seah eif2corinf provin3es are Xro0 nort2 3lo3kise[ 2anf fa, Surat b2ani,ak2onSrib2a00arath ]t is an area o outstandinf natural ceautyh bouris0 2as ce3o0e t2e0ost i0portant e3ono0i3 eature o raci todayh it2 its ceautiul cea32es and unspoiledislands, raci is no one o t2e 0ost a0ous tourist destinations in b2ailand and a topdestination or cea32 and islands loversh ^u32 o t2e provin3e 2as ceen t2e seat o severalnational parksh b2e top0ost destinations are at opp2arat b2ara, Zo anf, \ailay, o2 2i 2iational and anta islands or o2 anta XbZb es[h

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    Z33ordinf to epart0ent o bouris0 in raci, raciqs touris0 industry de3lined inPP4h Zs illustrated in bacle , t2e nu0cers o visitors de3lined ro0 /h| 0illion in PPQ to /0illion in PP4, representinf a -4h|Q per3ent drop 2i32 ae3ted t2e revenues, de3line ro0

    /}hQ 0illion ca2t to ‚h4 0illion ca2t, representinf a -.{h{‚ per3ent dropo due larfely to t2e bsuna0i isasterh ut, raci touris0 industry 2as seen a sifnii3ant rise in visitorsq arrivals andasso3iated in3reased revenues afain in PP{h oever, t2e flocal re3ession ro0 end o PP|and politi3al disturcan3es in PP} and P/P also 2ad ee3t on tourist arrivals in raci afainXbacle /[h Z33ordinf to t2e bouris0 and Sports ^inistryqs statisti3s, ro0 January to e3e0cerP/P, /,Q.4,}‚/ travelers visited raci, don /|h4}€ ro0 /,{{,Q/ in PP}, b2e arrivals crokedon into ./4,/}4 b2ai, don Q‚h|}€ ro0 |‚,|/ in PP} cut |4P,‚‚‚ oreifners in3reaseƒPh‚.€ ro0 |Q4,.PP in PP} Xsee tacle 4[h

     b2e top ive sour3e 0arkets in P/P erew Seden X/{Q,4P, ƒ.hP€[„ …er0anyX{Q,P|‚, -Q{h{Q€[„ Uhh Xin3ludinf S3otland[ X{/,, -‚h|{[„ Zustralia X.Q,/{|, ƒ/{h‚4€[„ YinlandX.},4{, ƒ/4|h44€[ and Yran3e X4Q,‚‚{, ƒ/h||€[h raci 2as /,44{ roo0s, 0ainly on cea32esand islands it2in P k0 o t2e provin3ial tonh \efardinf t2e 2otel industry in raci, t2enu0cer o 2otel roo0s 2ad |,|‚{ roo0s in P/P, 2i32 2ad ceen de3reasinf ro0 /,44{roo0s, acout |h{| per3ent in PP}h verall o33upan3y in raci de3reased to Q/h}. per3ent inP/P, 3o0pared it2 4|h.| per3ent in PP} Xbb\ eekly, P//[h

     bacle /w Visitor arrivals to raci, PP}-P/P

    ationality J J , MNO

    Thais |‚,|/ ./4,/}4 -Q‚h|}€

    Foreigners |Q4,.PP |4P,‚‚‚ ƒPh‚.€

    Total visitor arrivals /,{{,Q/ /,Q.4,}‚/ -/|h4}€

    Sour3e w bouris0 Zut2ority o raci, raci rovin3ial i3e o bouris0 and Sports, P/P

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     bacle w Visitor arrivals to raci, /}}|-PP|

    Sour3e w bouris0 Zut2ority o raci, raci rovin3ial i3e o bouris0 and Sports, P/P

     bacle Qw \evenue ro0 touris0 in raci ro0 /}}|-PP|

    Sour3e w bouris0 Zut2ority o raci, raci rovin3ial i3e o bouris0 and Sports, P/P

    Visitor arrivals to KrabiVisitor s Percenta e

    Thai Intermationa Percentage

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    o anta is an a0p2oe Xdistri3t[ it2in raci rovin3eh b2e distri3t as estaclis2ed ine3e0cer /}P/h b2e distri3t, lo3ated appro•i0ately ‚P k0 ro0 racih o anta ational ark,3overinf a total area o /. smuare kilo0etres, 3onsists o 0any islands, t2e larfer 2i32 0ore

    populated o anta jai X3o00only knon as si0ply o2 anta[ and t2e s0aller o2 antaoio anta jai, itsel runs ‚ k0h ro0 nort2 to sout2, 2i32 rea32es a 2eif2t o

    al0ost .PP 0eters, and also 2as a 0ountain ranfe 3overed it2 rain oresth ]t 3onsists o .islands, o 2i32 / are in2acitedh b2e feofrap2y 2ere is typiied cy stret32es o 0anfroveinterrupted cy 3oral-ri00ed cea32es, ruffed 2ills and 2ufe u0crella treesh t2er t2antouris0, t2e 0ain liveli2ood or t2e lo3al olk in3ludes t2e 3ultivation o ruccer, 3as2es andcananas, alonf it2 a little is2infh b2e P,PPP residents are 0i•ed des3endants o ^usli0

    ^alay and seaarinf 32ao le2 XSea …ypsy[h ]t 2as } attra3tive 2ite sandy cea32es, splendids3enery„ 3oastlines 2ave 0ore t2an ‚P s0all islands, plenty it2 orests, 3oral rees andunderater lieh Z popular tourist destination, t2e islands are knon or t2eir lonf, sandycea32es and s3uca divinf Xb2ailand ark epart0ent[h

    o2 anta 2as e•ploded only very re3entlyh ]n t2e early /}}Ps only t2e 0ostadventurous travelers visited t2e island, stayinf in only t2e 0ost casi3 a33o00odationshoadays, t2e pla3e 2as turned into one o t2e 0aor destinations or visitors to racih o2

    anta is steadily 32anfinf, it2 up0arket resorts repla3inf t2e 32eap cunfalos Xonely lanetonline[h o2 anta as 32osen as a est estination in Q 3atefories, ea32 † Sun, \o0an3e,and \ela•ation † Spa cy bripZdvisor in t2e P/P bravelersq 12oi3e estination ZardsXbripZdvisor[ and as ranked cy Yorces, anta ]sland is t2e one o orldqs se•iest islands inPP4 XYorces online[h

    oever, o2 anta 2as ceen in3reasinf visitor arrivals 0ore sloly t2an ot2er Sa0uiand 2ra fan islandsh \efardinf t2e li0itation o nu0cers o visitors lookinf or inor0ationacout o2 anta, a re3ordinf o t2e nu0cer o visitor arrivals is not availacle cut bhZhb in raci

    esti0ate t2e nu0cer o visitors a3tually arrivinf at anta jai ]sland daily is appro•i0ately‚,PPPh

    Usinf t2e anta jai ]sland 2otel industry as a 3ase study, t2e purpose o t2is resear32is to e•plore and identiy t2e deter0inants underlyinf 3onifuration o 2otel 32oi3e 3riteria ortravelers and to investifate t2e inluen3e o de0ofrap2i3 32ara3teristi3s i0pa3tinf ontravelersq de3isions in sele3tinf 2otelsgresorts t2at 3an ce translated into 3usto0er satisa3tionand repeat pur32aseh Undeniacly, 3usto0er satisa3tion it2 2otel properties 2as ceen

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    identiied as one o t2e a3tors leadinf to t2e su33ess o a tourist destination XS2il, /}|{„ juaand 12an, /}}P„ Stevns, /}}„ ^ok et alh, /}}.[h

     b2is paper atte0pts to identiy t2e i0portan3e o 2otel sele3tion a3tors in o2

    antajai 2otel industryh y identiyinf t2e needs, desires and e•pe3tations o dierentsef0ents, 2oteliers ill ce in a cetter position to develop tailor-0ade 0arketinf stratefies to3ater to t2eir tarfet 3usto0ers and to a32ieve 3o0petitive advantafesh bo ce su33essul incusiness, 2oteliers 0ust understand 2o 3usto0ers 0ake t2eir de3isions in 2otelgresort32oi3es sele3tionh b2e i0portan3e o ‡ceinf 3o0petitiveˆ and ‡oerinf 3o0petitiveadvantafeˆ 2as ceen re3ofnied or so0e yearsh ]n t2e 2otel environ0ent, 2ere 3o0petitiondo0inates, 2oteliers 0ust study t2e strenft2 and eaknesses o t2e produ3t or servi3e t2eyprovide and a33urately deine t2eir i0portan3eh

    JB Literature reviePZn e•3essive supply o roo0s resultinf in anta jai ]sland 2as ceen 3aused larfely cy

    t2e politi3al 3risis in b2ailand and an e3ono0y 3risis orldide, leadinf to a de3line in travel,sifnalinf t2at 2otels and resorts ill a3e unparalleled 3o0petitive 32allenfesh ]n a 2if2ly3o0petitive 2otel industry, only t2ose 2oteliers it2 a 3lear vision o t2eir fuestsq needs illsurvive and prosperh Understandinf fuestsq needs acove all ne3essitates an understandinf o2o t2ey 32oose a 2otelh …iven t2at 2otel 32oi3e ce2avior involves a de3ision pro3ess and

    32oi3e 3riteria are 3entral to t2e pro3essh Z plet2ora o past resear32 investifated 2o3usto0ers 2ave 0ade de3isions refardinf 2otelgresort sele3tionh

    h/ er3eived 2otel attricutes and 3usto0er satisa3tion and servi3e muality b2e intanficility, inseparacility, variacility and peris2acility o servi3es,

    Xarasura0an et al, /}|.[ defrees o 3usto0er satisa3tion depend on t2eir per3eptions oservi3e attricutes and a3ilitiesh ]n t2e 2ospitality industry, in order to pro0ote 3usto0ersatisa3tion, 2otel attricutes s2ould ce 3onsidered as an i0portant deter0inanth it2in t2is

    3onte•t t2ere are 0any studies 2i32 point to various 2otel attricutes su32 as roo0 muality,reputation o 2otel, 2elpulness o sta, all o 2i32 are 3onsidered cy 3usto0ers as a3torsor evaluatinf 2otel peror0an3e Xelan3 † fuyen, /}}{„ 1adotte † burfeon, /}||[h arsky† acaf2 X/}}[ also study t2e satisa3tion issue cy askinf t2e respondents to evaluate t2e2otel peror0an3e cased on dierent 2otel attricutesh olni3ar and tter XPPQ[ revieed /studies undertaken over t2e period o X/}|4 - PPP[ lookinf at 2otel attricutesh Yro0 t2e /

     ournal arti3les olni3ar and tter XPPQ[ e•tra3ted /‚Q 2otel attricutes in3ludinf su32 a3torsasw ]0afe, Servi3e, ri3egValue, otel, \oo0, Yood and everafe, Se3urity and ot2ersh \esear32

    2as also s2on t2at, in t2e 2ospitality industry, t2e muality o interpersonal intera3tion

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    ceteen t2e 3usto0er and t2e 3onta3t e0ployee freatly inluen3es 3usto0er satisa3tionXitner et alh, /}}4„ ovelo3k, /}}{[h

    ^easurinf 3usto0er satisa3tion is an intefral part o t2e eort t2at i0proves a

    produ3tqs muality, resultinf in a 3o0panyqs 3o0petitive advantafe X1ravens et alh, /}||„ …arvin,/}}/[h b2e t2eory o 3onsu0er ce2avior, as dis3ussed cy Enfel et alh X/}}P[, points out t2at3usto0ersq cuyinf ce2aviors and levels o satisa3tion are inluen3ed cy t2e 3usto0erqsca3kfround, 32ara3teristi3s, and e•ternal sti0ulih Zs 3usto0er satisa3tion is inluen3ed cy t2eavailacility o 3usto0er servi3es, t2e provision o muality servi3es 2as ce3o0e a 0aor 3on3erno all cusinesses Xerry and arasura0an, /}}/[h Servi3e uality 2as ce3o0e an i0portantresear32 topi3 ce3ause o its apparent relations2ip to 3uto0er satisa3tion Xolton and re,/}}/„ ouldinf et alh, /}}Q[ 3usto0er retention X\ei322eld and Sasser, /}}P[, and positive ord

    o 0out2hh er3eptions o 2otel servi3e and a3ilities cy cusiness and leisure travelers

    Zs cusiness travelers and leisure travelers are t2e 0aor sef0ents served cy2otels, a nu0cer o studies in t2e past investifated cusiness travelers and leisure travelersq2otels sele3tion ce2avior and related issuesh Yor instan3e, nutsonqs X/}||[ 3o0pre2ensivestudy s2oed t2at cot2 cusiness and leisure travelers 3onsidered 3lean, 3o0ortacle, ell0aintained roo0s, 3onvenient lo3ation, pro0pt and 3ourteous servi3e, and a sae and se3ure

    environ0ent i0portant 2en sele3tinf a 2otel or t2e irst ti0e or or repeat visitsh 1ladotteand burfeonqs X/}||[ analysis o t2e data fat2ered ro0 t2e 0e0cers o t2e Z0eri3an oteland ^otel Zsso3iation stated t2at 2elpul e0ployees, 3leanliness and neatness oestaclis20ent, muality o servi3e and e0ployee knoledfe o servi3e ere 3riti3al3onsiderations or fuestsh Ztkinson X/}||[ stated t2at 3leanliness, se3urity, value or 0oney,3ourtesy and 2elpulness o sta are ound to ce key attricutes or travelersh Znant2 et alhX/}}[ surveyed ./P travelers, askinf t2e0 to rate t2e i0portan3e o .‚ 2otel attricutes in2otel 32oi3e de3isionh ri3e and muality are rated as t2e 0ost i0portant attricutes, olloed

    cy attricutes related to se3urity and 3onvenien3e o lo3ationh ]n arsky and acaf2qs X/}}[study, t2ree attricutes Xe0ployee attitudes, lo3ation and roo0s[ e0erfed as t2e salient onesinluen3inf cot2 cusiness and leisure travelersq 2otel 32oi3e de3isionsh 1lo et alh X/}}4[,eis X/}|.[ and ^ars2all X/}}Q[ 0entioned t2at se3urity, personal intera3tions, and roo0rates ere t2e i0portant 3onsiderations or t2e leisure travelersh

     b2is study to e•plore and identiy 2i32 deter0inants o 2otel 32oi3e 3riteria orinternational travelers in anta jai ]sland 3an 2elp i0prove 0anafe0entqs understandinf o

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    3usto0er needs, and 3ould ulti0ately lead to 3usto0er satisa3tion and repeat cusinessXZtkinson, /}||[h 

    QB ethods Qh/ \esear32 instru0ent b2e muestionnaire or t2is study in3luded our partsh b2e irst part as desifned to

    fat2er feneral inor0ation related to t2e proile o t2e travelers su32 as afe levels,edu3ational levels, and in3o0e levels and so onh ]t also seeks to identiy de0ofrap2i332ara3teristi3s o t2e 3usto0ers, 2i32 2ave an i0pa3t on travelersq de3isions in sele3tinf2otelsgresortsh b2e se3ond part in3luded // muestions acout 3onsu0er ce2avior o t2etravelers 2o tend to ce t2e 3usto0ers o t2e 2otelh b2e t2ird parts o t2e attricutes ere

    identiied cased on a revie o relevant literature and /P respondents 2o ere intervieedor t2e irst ti0eh Zter a 3areul s3reeninf analysis and advi3e ro0 a3ade0i3 proessionals, {/attricutes ere sele3ted as t2e inluential a3tors in 2otel sele3tionh b2e muestionnaire asstru3tured so t2at ea32 2otel attricute as rated usinf a ‚-point ikert s3ale, rankinf ro0 /,least i0portant to ‚, 0ost i0portanth ]n t2e ‡stronfly afree,ˆ in t2e ‡]0portan3e a3torsˆ partand, in t2e last part o muestionnaire travelers ere asked acout t2eir a33o00odations,3onsiderinf t2e t2ree 0ost i0portant a3tors 2en t2ey 32oose an a33o00odationh

    Qh b2e sa0plinf 0et2od

     b2e tarfet populations or t2is study ere t2ose international travelers 2o erestayinf overnif2t in anta jai islandh ata ere fat2ered ro0 2otels fuests around t2e islandcy a sel-ad0inistered muestionnaire over a /P days period in Zpril P// ro0 internationaltravelers, travelinf and stayinf overnif2t around anta jai islandh Z traveler is deined as anyindividual 2o is a te0porary visitor, possessinf a i•ed acode, travelinf in t2e e•pe3tation ocusiness or pleasure, stayinf overnif2t at a pla3e ot2er t2an 2is or 2er on 2o0e, andinvolvinf an e•32anfe o 0oney XZnant2 et alh, /}}[h

     b2e sa0ple 32osen in t2is study in3luded international travelersh Usinf asyste0ati3 sa0plinf approa32, every se3ond traveler alkinf past as approa32ed orintervieh b2e sa0ple as 3o0posed o P-. travelers ea32 day or ea32 /P days, feneratinfa total PP responses or t2e studyh \espondents 2o 3o0pleted t2e muestionnaire erefiven a s0all b2ai-sna3k as a 3o0pli0entary fith

    QhQ ata analysis]n t2is study, des3riptive statisti3s in3ludinf si0ple remuen3ies and 0ean ratinfs

    ere 3o0puted on t2e respondentsq de0ofrap2i3 and travellinf proiles, and on t2e {/ 2otel

    attricutes. E•ploratory a3tor analysis it2 VZ\]^Z_ rotation as e0ployed on t2e data acout

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    t2e per3eived i0portan3e o t2e {/ 2otel attricutesh b2e pri0ary oce3tives o usinf a3toranalysis erew X/[ to deter0ine 2et2er t2ere ere any sifnii3ant dieren3es in de0ofrap2i3froups and 2otelsgresort sele3tion a3torsh er3entafes and 0ean values ere used to s2o

    t2e proile o t2e respondents and, X[ to identiy i0portant a3tors inluen3inf t2e sele3tion o2otelsgresorts cy international travelersh b2e deter0ination o in3ludinf a variacle Xattricute[ ina a3tor as cased on t2e a3tor loadinfs, Eifenvalues and t2e per3entafe o varian3ee•plained Xair, Znderson † la3k, /}}.[h

    B Results4h/ e0ofrap2i3 and travellinf 32ara3teristi3s o t2e respondents

    Z total o PP travellers 3o0pleted t2e muestionnaire in t2e ten-day survey

    period X/Q ~ Q Zpril P//[h b2e study s2os t2at t2e de0ofrap2i3 and travellinf32ara3teristi3s o t2e respondents Xsee tacle 4[h b2e proportion o t2e respondents intervieed2ad nearly t2e sa0e level„ 0ale .Qh. per3ent and e0ale 4{h. per3enth ^ore t2an {P per3ento t2e respondents ere afed under Q.h it2 refard to t2e 0arital status, t2e result s2oedt2at t2e 0aority o t2e respondents are livinf it2 a partner XQ‚h. per3ent[, Q.h. per3ent eresinfle or never 0arried, tenty-si• per3ent ere 0arried and only / per3ent ere divor3edh2ile ‚P per3ent o t2e respondents 2ad no 32ildren and t2e rest XQP per3ent[ 2ad 32ildren,

    it2 an averafe afe o toh b2e survey also indi3ated t2at t2e 0aority o t2e respondents X‚/per3ent[ 2ad a university or postfraduate edu3ationh 2ile t2e result s2oed t2at t2e 0aorityo t2e respondents ere e0ployed X4/ per3ent[, Qh. per3ent ere in t2e studentgpupil3ateforyh b2e in3o0e level also s2oed t2at 0ore t2an {P per3ent o t2e respondents 2ad anannual in3o0e less t2an {P,PPP Euro„ only /Qh. per3ent 2ad annual in3o0e over {P,PP/ Euroh1on3erninf t2e 3ountry o residen3e, 0ore t2an .P per3ent ere o European orifins, 2ilet2e top our 3o0e ro0 Seden ‚h4€, …er0any /‚hQ€, oray /Ph‚€, and Yran3e |€,respe3tivelyh

     bacle 4w e0ofrap2i3 and travellinf 32ara3teristi3s o t2e respondents

    uber UercentVender

    ^ale }Q WBXYe0ale /P‚ XQBX

     botal PP B

    Gge

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    ess t2an . years old 44 JJB{- Q. years old |{ QBQ{ ~ 4. years old Q| B

    4{ ~ .. years old Q BX.{ ~ {. years old } BX

     botal PP B

    arital Status Sinflegever 0arried ‚/ QXBX^arried . JWBivor3ed Bivinf it2 partner ‚. QBX

     botal PP B

    Have childrenjes {P QBo /4P Bo 0any 32ildren X^edX^in-^a•[ X /-Q[

     botal PP B

    Zducational

    ess t2an a32elor efree Q‚ [BXa32elor efree ‚Q QWBX^aster efree {{ QQB2h efree 4 JBt2er P B

     botal PP B33upation

    E0ployed | BSel-e0ployed /Q WBXUne0ployed P B\etiredgrenter // XBX…overn0ent i3er ‚ QBXStudentgpupil 4‚ JQBX

     botal PP B

    Gnnual Incoe Levels in Zuro

    Under ‰P,PPP {4 QJB

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    //

    ‰P,PPP - ‰4P,PPP {. QJBX‰4P,PP/ - ‰{P,PPP 4Q JBX‰{P,PP/ - ‰|P,PPP | B

    ‰|P,PP/ - ‰/PP,PPP ‚ QBXver ‰/PP,PPP /Q WBX

     botal PP B

    ae your countryZustralia } WB1anada Q JBen0ark 4 JBEnfland . QBQYran3e / [B…er0an { BQ]3eland . QBQ]srael Q JB]taly BQJapan / Boray /{ B

    et2erland BQSinfapore / BSpain / BSeden 4/ JBU Q JBUSZ / Bone {. QJBX

    Total J B

    Zs or t2e touris0 ce2avior, 0ost o t2e respondents 3a0e to anta ]sland orleisure and traveled it2 t2eir partnergspouse or riends related to 0ore t2an ‚P per3enthSo0e ./ per3ent o t2e respondents preerred a doucle ced and |h. 32ose inf sie cedsh

     b2irty per3ent arrived at anta ]sland cy speedcoat, 4 per3ent arrived cy van, and /}h.per3ent arrived cy 2otel s2uttle 3ar or vanh 2ile 0ost o t2e respondents XQ|h. per3ent[ 2adstayed at udfet unfalo, }hQ per3ent o t2e respondents 2ad stayed at ^ediu0 ~ bari

    2otelsgresorts, and less t2an /P per3ent 2ad stayed at if2 ~ bari Z 2otel or resort and

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    preerred cea32 vie roo0h ^ore t2an .P per3ent o t2e respondents preerred roo0 ratesless t2an /,PPP a2th Z33ordinf to Yifure /, t2e top t2ree ine•pensive 2otelsgresorts, anta]sland \esort X‚ per3ent[, i3e ea32 \esort X{ per3ent[, and Srilanta \esort X{ per3ent[ ere

    sele3ted cy t2e respondents, respe3tivelyh b2ey are cudfet cunfalos and 0ediu0 ~ bari XQstar[h ^ost o t2e respondents octained 2otel or resort inor0ation ro0 riends and relatives,0eaninf riendsgrelatives 2ad inluen3ed t2eir de3ision 0akinf in sele3tion o 2otelsgresortsh^ost o t2e respondents 0ade reservations cy e-0ail and lo3al afenth ^ore t2an {P per3ent2ad stayed in a 2otel or resort Q to ‚ daysh

     bacle .w 1onsu0ers e2aviour

    The ain reason uber Uercentusiness reasons /4 Beisure /// XXBX1ulture /4 BVisitinf riends and relatives | Bealt2 Q BXt2er .P JXB

    Total J BTraveling Pitho one /‚ [BXartnergSpouse |. JBXYriends {Q QBX1o-orker | BYa0ily andgor relatives ‚ QBX

    Total J B

    HoP did you arrive toLanta Islandy 2otel s2uttle 3argvan Q} BXy speed coat {P QBy van 4| JBy rent 3arg0otorcike | Bt2er 4. JJBX

    Total J B

    Ty\e of hotel/resort style

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    /Q

    if2-bari Z X.-star[ /| Bif2-bari X4-star[ { QB^ediu0-bari XQ-star[ .} JBX

    outimue style /P XBudfet unfalo ‚‚ Q[BXt2er /P XB

    Total J BRoo viePea32 vie /4P Bake vie /{ [B…arden vie /Q WBXJunfle vie / WB^ountain vie ‚ QBXool vie /P XBt2er BQ

    Total J BTy\e of bedSinfle ced /Q WBX

     bin ced P Boucle ced /P XBinf sie ced .‚ J[BX

     briple ced | B

    Total J BRoo rateess t2an /,PPP a2t /PQ XBX/,PP/-,PPP a2t Q WB

    ,PP/-Q,PPP a2t 44 JJBQ,PP/-4,PPP a2t P Bver .,PPP a2t / BX

    Total J BGccoodation]s inforation froYriends and relatives {| QB^edia . JBX

    otelg\esort ecsite Q{ [B

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     b2ird party ecsite /{ [Bo3al travel afent Q4 B

     bravel afent in your 3ountry . JBX

     bravel air andgor e•2icition Q BXooks and fuides /} BXt2er /4 B

    Total J BReservation byy telep2one /P XBy e-0ail |‚ QBXy a• . JBXy otel ecsite } BXy o3al travel afent 4 JBy travel afent ecsite /{ [Bt2er 4} JBX

    Total J BLength of stay/- days ‚ QBX

    Q-‚ days /| WB|-/4 days { QB/.-/days // XBX-QP days | B

    Total J B

    4h b2e 0aor a3tors inluen3inf international travelers in sele3tinf 2otelsgresorts b2e per3eived i0portan3e o t2e {/ 2otel attricutes as a3tor - analyed, usinf

    prin3ipal 3o0ponent analysis it2 ort2ofonal vari0a• rotation, to identiy t2e underlyinfdi0ensions, or 2otel a3torsh b2e e•ploratory a3tor analysis 2ad produ3ed a ive ~ a3torsolution, 2i32 3aptured . 2otel attricutes and appeared to e•plain {{ per3ent o t2evarian3e in t2e datah ]t produ3ed a 3lear a3tor stru3ture it2 relatively 2if2er loadinf on t2eappropriate a3torsh b2e 2if2er loadinf sifnals t2e 3orrelation o t2e variacles it2 t2e a3torson 2i32 t2ey ere loadedh

     b2e results o t2e a3tor analysis, 2i32 suffested a ive-a3tor solution, in3luded

    . 2otel attricutes and e•plained .}hQ per3ent o t2e varian3e in t2e data it2 Eifenvalues

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    /.

    freater t2an /hP, and a3tor loadinfs freater t2an Ph.Ph b2e a3tor analysis in t2is study provedto ce a33eptacly valid it2 t2e olloinf our ocservationsh Yirstly, t2e result o t2e one-tailedsifnii3an3e test o t2e 3orrelation 0atri• s2oed t2at 0ore t2an .P per3ent o 3orrelation

    3oei3ients ere freater t2an PhQP in acsolute value, indi3atinf t2at t2e inter ~ 3orrelationsa0onf t2e . attricutes ere stronf Xoursis,/}}4[h Se3ondly, t2e overall sifnii3an3e o t2e3orrelation 0atri• as PhPPP suffestinf t2at t2e data 0atri• 2ad sui3ient 3orrelation to a3toranalysish ]t appeared unlikely t2at t2e population 3orrelation 0atri• as an identity and t2euse o a3tor analysis as 3onsidered appropriateh b2irdly, t2e aiser ~ ^eyer ~ lkin X^[overall 0easure o sa0plinf ademua3y as Ph}.‚, 2i32 as 0eritorious Xaiser, /}‚4[h Sin3et2e ^ value as acove Ph|P, t2e variacles ere interrelated and t2ey s2ared 3o00ona3torsh astly, t2e 3o00unalities ranfed ro0 Ph{/ to Ph|. it2 an averafe value acove Ph‚‚,

    suffestinf t2at t2e varian3e o t2e orifinal values ere airly e•plained cy t2e 3o00ona3torsh b2e results o t2e a3tor analysis produ3ed a 3lean a3tor stru3ture it2 relatively2if2er loadinfs on t2e appropriate a3torsh ^ost variacles loaded 2eavily on one a3tor andt2is rele3ted t2at t2ere as 0ini0al overlap a0onf a3tors and t2at all a3tors ereindependently stru3turedh b2e 2if2er loadinfs sifnaled t2e 3orrelations o t2e variacles it2t2e a3tors on 2i32 t2ey ere loadedh \eliacility analysis X1ronca32qs Zlp2a[ as 3ondu3tedto test t2eir liacility and internal 3onsisten3y o ea32 a3torh b2e results s2oed t2at t2e Zlp2a

    3oei3ients o t2e ive a3tors ranfed ro0 Ph‚// to Ph}P}, ell acove t2e 0ini0u0 value oPh.P t2at is 3onsidered a33eptacle as an indi3ation o reliacility or casi3 resear32 Xunnally,/}{‚[h bacle | s2os t2e results o t2e a3tor analysis in ter0s ow t2e a3tor na0e, t2eretained ite0s, t2e a3tor loadinfs, t2e Eifenvalues, t2e varian3e e•plained cy t2e a3torsolution, t2e 3o00unalities, and t2e 1ronca32qs Zlp2ash b2e ive 2otel sele3tion a3tors erena0edw Saety and Se3urity ~ Y/, \oo0 uality ~ Y, Sta Servi3e and a3ilities uality ~ YQ,Value ~ Y4, and o3ation ~ Y.h

    avinf identiied t2e ive a3tor~loadinfs, e peror0ed t2e 0ultiple refression

    analysis to investifate 2et2er and to 2at e•tent t2e independent variacles Xive 2otela3tors[ e•ert sifnii3ant inluen3e on t2e dependent variaclesh bo investifate t2e relativei0pa3t o t2e 2otel a3tors in inluen3inf travelersq sele3tion 2otel, t2e ive ort2ofonal a3torsere used in a 0ultiple refression analysish

    XB ̂ iscussionZ33ordinf to t2e proile o t2e international travelers, ro0 QP respondents

    intervieed 2ad nearly t2e sa0e nu0cer o 0ales and e0ales Xsee bacle |[h b2e 0aority o

    international travelers ere in afed froup o { to Q. years old, livinf it2 a partner and

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    sinflegnever 0arried 2o octained no loer t2an a a32elor defree and ere e0ployedh ]nter0s o in3o0e, over |P per3ent o t2e respondents earned less t2an {P,PPP Euro per yearh

     b2eir averafe lenft2 o stay as ceteen Q ~ ‚ daysh ^ost o t2e respondents X0ore t2an .P

    per3ent[ ere o European orifins, 2ile t2e top our 3o0e ro0 Seden, …er0any, oray,and Yran3ehZs or t2e touris0 ce2avior, 0ost o international travelers travel it2 a

    partnergspouseh ^oreover, riendsgrelatives 2ave inluen3ed t2eir de3ision-0akinf in sele3tiono 2otelsgresortsh ^ostly international travelers 3a0e or leisure purposes and stayed in udfetunfalos and ^ediu0 ~ bari XQ star[ 2otelsgresorts, pri3e less t2an /,PPP a2tgnif2t, andpreerred doucle ced and cea32 vie roo0h

    Yifure /w Values per3ent o a3tors ratinf cy international travelers in anta jai ]sland

    ]n ter0s o t2e i0portant a3tors, t2e indinfs revealed t2at Se3urity and Saetyq ast2e 0ost i0portant a3tor inluen3inf t2e sele3tion o 2otels and resorts cy internationaltravelersh esides, Valueq as ranked as t2e se3ond 0ost i0portant a3tor, olloed cy StaServi3e ualityq, o3ationq, and \oo0 and a3ilities ualityq, respe3tivelyh

    ]n su00ary, t2e indinfs revealed t2at Ya3tor /- Se3urity and Saetyq as t2e 0osti0portant a3tor or international travelers espe3ially Se3urity personnel are responsicleq,saety co• availacleq, ire alar0q, 32ain lo3kq, crif2t 2allay and pucli3 areasq, sprinklesyste0q and visicle sta presen3e,q 2i32 t2ey five 0ore i0portan3e in 0akinf a de3ision orsele3tinf 2otelsgresortsh b2is study as asso3iated it2 t2e study cy ^ars2all X/}}Q[ and 1loet alh, X/}}4[ revealinf t2at se3urity as 3ited as one o t2e 0ost i0portant 3riteria in sele3tinfa 2otelh bourists ant to ce sae and se3ure in t2eir a33o00odation, and are illinf to pay ort2ish b2e saety and se3urity syste0 0ay dierentiate one property ro0 its 3o0petition,2en3e ce3o0inf a 3o0petitive stratefy t2at 2elps a 2otel to fain touristsq 3oniden3e and

    trusth

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    Se3ondly, Ya3tor 4 - valueq is also i0portanth b2e results s2o t2at internationaltravelers five i0portan3e to t2e pri3e and value or 0oney, t2e se3ond 0ost i0portant indeter0ininf sele3tion o an a33o00odationh \efardinf t2e touristsq ce2avior, 0ost o t2e0

    sele3ted a33o00odation celo standard, udfet unfalo Q|h.€ and ^ediu0 ~ bari otelXQ star[ }h.€ it2 t2e pri3e less t2an /,PPP a2tgnif2th ]t 3an ce seen t2at internationaltravelers 2o travel in anta jai ]sland ere 0ore 3ons3ious o t2e pri3e o roo0sh Yurt2er,2otel ood and ceverafe value or 0oney, and 2otels providinf a 3o0ortacle a0cien3e,asso3iated it2 t2e previous study cy Znant2 et alh, X/}}[ stated t2at pri3e and muality eret2e i0portant 3onsiderations or t2e leisure travelersh

     b2e a3tor Value,q 2i32 is asso3iated it2 t2e travelersq per3eptions acout t2evalue or 0oney, 2as t2ree ite0sw roo0 value or 0oney, 2otel ood and ceverafe value or

    0oney, and 3o0ortacle a0cian3e o t2e 2otelh 1usto0ers are no ce3o0inf 0ore pra3ti3aland takinf a 3autious approa32 toard dis3retionary spendinf XSellers, /}}/[h b2ey are 3uttinfca3k and lookinf or ays to cuy 0ore or less, and are ce3o0inf 0ore de0andinf in t2epur32ase pro3essh oer X/}}/[ 0entioned t2at t2e 0arketinf at32ordq or t2e /}}Ps isvalueq as 3usto0ers are de0andinf t2e rif2t 3o0cination o produ3t muality, air pri3es, andfood servi3esh ]n addition, sin3e t2e 2otel industry is 2if2ly 3o0petitive and 2o0ofenous inter0s o servi3es and a3ilities, t2e availacility o alternatives to t2e travelers 3an ce refarded

    as i0portant attricutes in a 3usto0ersq uture pur32ase ce2avior Xutson, /}}|„ urton, /}}P[hZs anta jai ]sland 2as ceen a pla3e o oversupply o 2otel roo0s, 2oteliers s2ould pay 0oreattention to en2an3inf t2e value o t2eir oerinfs to a32ieve a 3o0petitive advantafeh Zpositive i0afe is one ta3ti3 to a32ieve a 3o0petitive advantafe Xorter, /}|Ph Z stronf3orporate i0afe is an i0portant deter0inant o servi3e muality X…ronroos, /}|[h Yurt2er, todevelop value added produ3ts and servi3es or 2otelsgresorts, 0anafe0ent s2ould provide3lean sanitied a3ilities it2 a 3o0ortacle roo0sh 1leanlinessgsanitation is t2e casi3 a3ilityany visitor ould e•pe3t to e•perien3e at 2if2 levelh Yres2ly 3ooked ood and 2andso0e

    creakasts served or a reasonacle pri3e are 0u32 appre3iated cy 3usto0ersh Yor ood andceverafe value, 2otelgresort s2ould provide a variety o 2if2 muality 0eals, 0ore suitacle tot2eir taste cudsh otelgresorts s2ould 3ook and prepare ood 3areully, 2yfieni3ally, present itproperly and on ti0eh astly, 2otelsgresorts s2ould provide an at0osp2ere o saety, 3o0ortand 3leanliness around t2e 2otelsgresortsh

     b2irdly, in t2is study, it ound t2at Ya3tor Q- Sta Servi3e uality - is t2e t2irdi0portant a3torh b2e study indi3ated t2at international travelers five i0portan3e to e0ployeeattitudes 2en t2ey 0ake de3isions acout 2otel 32oi3es as ollos„ 12e3k-ing12e3k-out are

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    ei3ient, Sta are 2elpul, Sta are polite and riendly, Sta provides ei3ient servi3e, Staunderstand t2eir remuests, and Sta 2ave 0ulti-linfual skillsh ]n order to fet t2e 3usto0ersqsatisa3tion to lead to repur32ase, t2e 2otelsgresorts s2ould provide 12e3k-ing12e3k-out

    ei3ien3yh o not 0ake 3usto0ers ait too lonf ce3ause t2ey 0ay ce tired ro0 travelinfh^oreover, e0ployee responsiveness and a fenuinely 2elpul attitude are very i0portant in t2e2ospitality industry as ceinf a people orientedq industryh Zll t2e sta s2ould ce very3ourteous to 2o0ever t2ey 3onta3th ]t is very el3o0inf i t2e sta freets fuests it2 as0ile on t2e a3eh ]t 0akes t2e fuest eel 3o0ortacle and satisiedh b2is is also a33ordinf tot2e respondentsq 3o00ents t2at t2ey preerred to travel and stay in anta jai ]slandh otelsill ceneit 0ore i stas possess 0ultilinfual skills su32 as Enflis2, …er0an or Yren32h b2us,t2ey 3an 3o00uni3ate ell and understand 2at 3usto0ers anth Yurt2er0ore, t2ey s2ould

    ce t2orouf2ly proessional and provide essential skills in t2eir ocs so t2ey 3an provideei3ient servi3e or t2e 3usto0ersh b2us, it is 0andatory to provide t2e sta it2 ne3essaryskills and knoledfe t2rouf2 various traininf profra0s in an eort to ensure irst-rate servi3eto retain 3usto0ersh b2is study as asso3iated it2 t2e study cy 1adott and burfeon X/}||[statinf t2at attitude o e0ployees, 3leanliness and neatness, muality o servi3e and e0ployeeknoledfe o servi3e are t2e 0ost remuent a3tors 0entioned cy travelersh b2e indinfs o t2isstudy also supported t2e notion t2at providinf t2e 2if2 ~ muality servi3e 2as ce3o0e an

    in3reasinfly i0portant issue or 2oteliersh Zn e•3ellent muality o servi3e and a3ility oered to3usto0ers is per3eived to ce t2e 0eans cy 2i32 t2e servi3e orfaniation 3an a32ieve a3o0petitor advantafe, dierentiate itsel ro0 3o0petitors, in3rease e•istinf 3usto0ers, as ellas attra3t ne ones Xatson et alh, /}}„ eis, /}}Q„ S0it2, /}}Q[h

    Yourt2ly, t2e a3tor . o3ationq as ound to represent t2e ourt2 0ost i0portanta3tor or international travelers 2en 0akinf de3isions on 2otelsgresorts 32oi3esh b2e resultso t2e study indi3ated t2at t2e pri0e lo3ations su32 as lo3ation 3lose to t2e cea32q,lo3ation 3lose to s2oppinf 3entergtonq and lo3ation 3lose to t2e unfleq s2ould ce 2if2ly

    3onsidered as t2e 3orre3t lo3ation areas or 2otelgresort oners and investors or utureproe3tsh ne o t2e indinfs o t2is study afreed it2 t2e previous study cy eis and12a0cers X/}|}[ and ^31leary et alh, X/}}Q[ also indinf t2at lo3ation is t2e 0ost i0portanta3tor inluen3inf 2otel sele3tion cy all travelersh Upon urt2er investifation, internationaltravelers 0ost oten preer t2e 2otelsgresorts it2 food muality XPh}/P[, 3lose to t2e cea32,2ile t2ey pla3ed t2e least i0portan3e on t2e 2otelsgresorts ceinf 3lose to t2e unfleh b2is0ay e•plain t2at t2e reason international travelers 32ose to travel to t2e islandh ]t 3an ce seent2at t2e 2otelsgresorts t2at are lo3ated near to t2e cea32 enoy freater advantafe ro0 t2e

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    /}

    3o0petitorsh n t2e ot2er 2and, or t2e 2otelsgresorts t2at are lo3ated so0e distan3e ro0t2e cea32, t2ey 3an provide ot2er advantafeous lo3ations 3lose to t2e unfle or s2oppinf3entergton and s2ould provide lake vies, farden or unfle vies in lieu o not possessinf an

    ideal cea32 lo3ationhastly, Ya3tor ~ \oo0 and a3ilities ualityq, t2e indinfs s2oed t2at \oo0ualityq as 3onsidered to ce t2e least i0portant it2 t2e suc a3tors as ollos„cedg0attressgpillos 3o0ortq, \oo0 3o0ortq, otel and \oo0 3leanlinessq, \oo0 ismuietq, and \oo0 Ya3ilitiesq are t2e 0ost i0portant a3tors or international travelers 0akinf a32oi3e sele3tionh b2e indinfs o t2is study 0ay relate to t2e previous study cy nutsonX/}}|„ arsky and acaf2 X/}}[, ^31leary and eaver X/}}[„ …ilcert and ^orris X/}}.[„ uenfet alh, X/}}{[ statinf t2at t2e 3leanliness, muietness and a3ilities oered are t2e i0portant

    3onsiderations or travelers in lodfinf sele3tionh Znant2 et alh, X/}}[ also ind t2at roo0a0enities su32 as an in-roo0 te0perature-3ontrol 0e32anis0, soundproo roo0s and ir00attresses are i0portant to travelersh Zdditional resour3es s2ould, t2ereore, ce dire3ted toi0provinf t2e muality o roo0s in3ludinf roo0 set-up, 3leanliness, muietness, and roo0te0perature 3ontrolh ]t is i0portant to note t2at even so0e o t2e 2otel a3tors are lesssifnii3ant in e•plaininf travelers de3idinf 2otelsgresorts 32oi3es sele3tionh oever, 2otelierss2ould still 0aintain 2if2 standards in relation to t2ese a3tors in order to 0eet casi3 needs o

    travelersh Ea32 traveler 2as so0e casi3 level o e•pe3tations refardinf t2ese a3tors, cut i t2etravelerqs e•pe3tations are not 0et, or e•3eeded, 2is or 2er per3eption acout servi3e mualityand satisa3tion 3ould ce ae3ted Xliver, /}|/„ elan3, /}}[h

    WB _onclusion b2is study 2as identiied t2e ive 2otel a3tors, 2i32 are dee0ed i0portant to

    travelersh b2e ive 2otel a3tors are Saety and Se3urityq, Valueq, Sta Servi3e ualityq,o3ationq and \oo0 † Ya3ilities ualityq respe3tively, and are 3onsidered to ce t2e

    inluential a3tors in deter0ininf travelersq 2otel 32oi3esh b2e indinfs are 3onsidered useul to t2e 2otel industry as t2ey provide a 3learindi3ation on 2o to i0prove t2eir servi3e provisions and delivery 32annels in anta jai ]sland2otel industryh b2is study provides useul and ee3tive ays or 2otel 0anafers to identiy t2epotential procle0s t2at are likely to o33ur, and to understand 2yh n3e t2e 2otel attricutesin relation to 3usto0ersq remuire0ents are 3learly identiied and understood, 2otel 0anafersare 0ore likely to ce acle to anti3ipate and 3ater to t2eir 3usto0ersq desires and needs, rat2ert2an 0erely rea3tinf to t2eir dissatisa3tion Xceroi and ales, /}}P[h anta jai ]sland 2otels

    are 3o0petinf ier3ely or a larfer 0arket s2are ce3ause t2ey 2ave a li0ited case o tourists

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    and 3usto0ers, t2us t2e 0arketinf o3us or 2oteliers is to in3rease t2e nu0cer o 3usto0ersand to prolonf t2eir lenft2 o stays cy 0eetinf t2eir needs 0ore ee3tively Xeunf et alh,/}}{[h Z cetter understandinf o t2e p2eno0enon o repeat pur32ase ould 2elp 2oteliers to

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