Marketing Guest Houses in South Africa
Date
2011-06-24
Authors
Volek, Edward
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Abstract
Guest house owners are often owner-managers whose resources of time and
money are extended to the limit. It is important that they market their
establishments wisely. The objective of this research was to investigate
accommodation search tools and selection criteria as deemed important by
guests and perceived important by owners.
Data was collected in the form of questionnaires completed by owners and
guests. The ordinal level response data was rescaled before being
interpreted.
The main findings of this report were that owners placed more emphasis on
providing internet search tools than on network marketing to attract new
customers. Further, while owners and guests agreed on the broad groupings
of cleanliness, security and service as being important guest house selection
criteria, owners tended to exaggerate the importance of each of the individual
criteria and lacked the ability to adequately perceive the degree of importance
of criteria as the guests saw them
Description
MBA - WBS
Keywords
Marketing, Guest houses