Tourism marketing & consumers behaviour in five star hotels

Abstract

Purpose – The primary aim is to gain further understanding of the tourists visiting Malta and also to gather information about their motives for travelling and their buying behaviour pattern. Design/methodology/approach – The study starts by exploring the types of buying behaviour and the process travellers goes through when booking an accommodation. A pilot study was conducted and then distributed at a selection of five star hotels. The data gathered from the questionnaires is examined and compared to the information outlined in the literature review. Findings – The main findings illustrate that most tourists visit Malta for leisure purposes. This can be linked to the fact that the climate is one of the most important factors affecting tourists’ choice of destination. Moreover, the island attracts a diverse range of tourists: the similarities and differences will be highlighted to attain a deeper understanding of their choices and preferences. Research limitation/implications – One of the major limitations is the time available to conduct the study. If more time could have been spent on gathering information, the questionnaires would have been spread out over a longer period. There is also lack of empirical studies on which factors influence the formation of an individual’s image to Malta and local hotels. Practical implications – Understanding what the travel organizations should incorporate into their strategies to enhance customer experience. Originality/value – Consumer behaviour vary due to different perceptions and needs. Hotels and travel agencies have to understand the stages customers go through to meet their expectations.