BUSINESS AND LEISURE TOURISTS' PERCEPTION ON SELECTED ATTRIBUTES OF LUXURY HOTELS IN BANGKOK: A COMPARATIVE STUDY

Abstract

The Travel and Tourism Industry in Bangkok is growing at a steady pace which holds the Hospitality Business in a strong position. In order to understand the customers 'purchase behavior in the hospitality industry, specifically Luxury hotels, it is necessary to know the perception of tourists regarding several attributes of luxury hotels that create value. Different guests see value in a different light depending on theirpurpose oftravel. The main purpose ofthis study was to determine the difference in the perception ofbusiness tourists and leisure tourists toward the selected attributes ofluxury hotels in Bangkok. The related attributes were brand name and reputation, physicalproperty, guestroom design and amenities, bathroom fixture and amenities, functional service, interpersonal service, food and beverage related services and quality standards.
The respondents of this study were Business and Leisure tourists who had stayed in selected luxury hotels in Bangkok. A total of 400 valid questionnaires were obtained by sample survey. It was found that there was no significant difference between business and leisure tourists in their perception of interpersonal services and food and beverage related services of luxury hotels in Bangkok. There were significant differences between business and leisure tourists 'in theirperception ofbrand name and reputation, physicalproperty, guestroom design and amenities, bathroomfixture and amenities, functional service and quality standards.