THE ASSESSMENT OF FACTORS INFLUENCING HOTEL SERVICES CONSUMERS BEHAVIOUR

Abstract

This study aims to assess the influence of factors on hotel services consumers behaviour during the stages of the decision-making process. The approach of assessment applied in the study is comprehensive and based on the author's model of consumer behaviour in hotels, which reflects the influence of factors and results indicators for each decision-making stage, which allows for more integrated assessment of the influence of factors on the consumer behaviour in hotels. Surveys on Chinese clients (potential and actual) in hotels, operating in Vladivostok city, Russian Federation, were conducted to empirically test the developed approach of assessment. The results of statistical analysis and its interpretation formed a resource base for developing marketing activities to influence consumer behavior in hotels. The study results make a certain contribution to the development of consumers behaviour studies in hotels and form interest for hoteliers to positively affect their consumers’ behavior. Also, providing a clear understanding of the strength, direction and nature of the influence of factors at each stage of the decision-making process will allow the hotel company to correctly distribute limited financial and human resources when planning their marketing activities.