The supplier and consumer perceptions of the product for 4 and 5 star hotels

Abstract

The objectives of this dissertation were mainly to examine past practical studies and published literature books related to the study in question, analyze the perceptions of both the managers and consumers towards the product that is being offered by the 4 and 5 hotels in Malta and Gozo, analyze the response of the consumers about the product of hotels during the different stages of the buying process and finally analyze the content of hotel primary and secondary websites specifically towards the product attributes being offered. Nevertheless, it must be understood that the main focus of such a study is on the consumer and supplier perspectives of the product itself and the levels of the product. Both primary and secondary data have been used to extract information and research about the topic being tackled. These were in- depth interviews and extensive consumer questionnaires with regards to primary data and text books, research studies, consultation meetings with the Malta Tourism Authority directors and content anaylsis of 4 and 5 star hotel websites were used for secondary data. The study of the results showed that consumers take specific product attributes and services into consideration when perceiving the product of hotels in order to decide which hotel to book. Nevertheless, whilst analyzing the perception of the managers with regards to the products that they offer, the managers reflected upon different perspectives and considerations and highlighted other factors. The study concludes by promoting the elements in the hotel product that are seen as core and augmented nowadays from the consumers' side and what is needed for 4 and 5 star hotels in order to gain competitive advantage now and in the future. In general it shows that the client expectations with respect to the hotel products have changed over time and hotels do not need to just update the growing core facilities that are in the product but creatively seek to innovate the hotel product and augment the product in terms of new services being offered. One may envisage that the more elaborate and increased expectations may also lead to the necessity of fine tuning the hotel product to cater for different target market segments or niches and profile audiences.