fb240524100152

國立臺灣師範大學管理學院管理研究所
碩士論文
Graduate Institute of Management
College of Management
National Taiwan Normal University

Master’s Thesis
消費者選擇飯店的屬性相對重要性研究
The Importance Level of Factors in Hotel Selection
吳麗萍 (Khaing Zin Thet)
Wu, Li-Ping (Khaing Zin Thet)
指導教授 : 沈永正博士
Advisor: Yung-Cheng Shen, Ph.D.
中華民國 110 年 6 月
June 2021
Acknowledgements
I would like to thank my parents who raise and encourage me to follow and
fulfill my dream. I also thank my husband who let me attend MBA and help me
inquiring university that I can attend. I thank all my relatives who give advice to
choose NTNU, let me attend this major and fill this questionnaire.
I would like to thank my advisor Professor Shen Yong-Zheng who gives

advice, explains patiently about things I do not know, and teaches us to
understand more clearly about marketing management. I would like to thank my
committees Professor Shen Yong-Zheng, Professor Chou Yun-Hsin, and Professor
Zhu Ke-Cong who give times to involve in my interview despite their busy
schedule.
I would like to thank all our professors who teach and give me a lot of
knowledge. I also thank all my friends who help me.
i
Abstract
More and more people like staying in hotels, and there are many
competitive hotels in every country. Thus, it needs to attract many guests to
choose our hotel. So, this paper will find the importance level of hotel selection
attributes to assist hoteliers, managers, and entrepreneurs. This survey
questionnaire uses constant sum scale to know exactly how much these attributes
are important for guests. We use descriptive statistics to find the importance level
of hotel selection attributes for each factor by demographic characteristics. This
research result represents the respondents who have been stayed at hotel
before.
Keywords: hoteliers, factor, hotel selection attributes
ii
Table of Contents
Acknowledgements ............................................................................................ i
Abstract ............................................................................................................. ii
1. Introduction .................................................................................................. 1
1-1. Background .................................................................................... 1

1-2. Research Motivation ...................................................................... 3
1-3. Research Purpose .......................................................................... 4
1-4. Research Process ........................................................................... 5
2. Literature Review.......................................................................................... 7
2-1. Hotel Selection Attributes .............................................................. 7

2-2. Hotel Basic Facilities in Taiwan ...................................................... 8
2-3. The Important Hotel Selection Attributes ...................................... 9
3. Methodology .............................................................................................. 10
3-1. Research Framework ................................................................... 10

3-2. Questionnaire Design................................................................... 11
3-3. Measurement Scale ..................................................................... 11
3-4. Data Collection ............................................................................ 12
3-5. Research Variables ....................................................................... 12
3-6. Data Analysis ............................................................................... 22
4. Results ........................................................................................................ 23
4-1. Demographic Characteristics ....................................................... 23

4-2. Travel Behavior Characteristics .................................................... 24
4-3. The Importance Level of Hotel Selection Attributes..................... 27
4-3-1. The Importance Level of Front Office Factor ...................... 27
4-3-2. The Importance Level of Food and Beverage Factor .......... 32
4-3-3. The Importance Level of Room Factor ............................... 37
4-3-4. The Importance Level of Recreational Facilities Factor ...... 42
4-3-5. The Importance Level of Service Factor ............................. 47
4-3-6. The Importance Level of Security Factor ............................ 52
4-3-7. The Importance Level of Convenient Location Factor ........ 57
4-3-8. The Importance Level of Value Factor................................ 62
5. Conclusion .................................................................................................. 67
5-1. Research Findings ........................................................................ 67

5-2. Managerial Implication ................................................................ 70
5-3. Limitation and Future Research ................................................... 71
References ....................................................................................................... 72
Appendix................................................................................................... 76-103
English Questionnaire ................................................................................. 76
Chinese Questionnaire ................................................................................ 90

1. Introduction
1-1. Background
Many people are travelling around the world in these days. The
following figure shows number of visitors who came to Taiwan between 2000
and 2020. The number of travelers who came to visit Taiwan are increasing
overtime. However, the number of tourist arrivals dramatically decrease in
2020 because most countries forbid any types of tourists who are travelling in
or to their countries to prevent internal COVID-19 crises.
14,000,000
12,000,000
10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
0
95 年 2006
104 年 2015
89 年 2000
90 年 2001
91 年 2002
92 年 2003
93 年 2004
94 年 2005
96 年 2007
97 年 2008
98 年 2009
99 年 2010
100 年 2011
101 年 2012
102 年 2013
103 年 2014
105 年 2016
106 年 2017
107 年 2018
108 年 2019
109 年 2020
Figure 1: Number of visitor arrivals to Taiwan, 2000-2020
Source: National Immigration Agency, Ministry of the Interior
According to World Travel and Tourism Council (WTTC) report, the

tourism industry contributed 10.3 percent of global GDP in 2019. However, the
tourism industry contribution to GDP falls to 5.5 percent in 2020 because of
COVID-19 pandemic. Knoema, World Data Atlas announced that Taiwan's
tourism industry contributed 4.4 percent to the country's GDP in 2019.
Lee and Chien (2008) described that natural and human disasters, such
as Taiwan's 921 earthquake in 1999 and the SARS outbreak in 2003, have been
1
shown in the past to have a short-term effect on Taiwan's foreign tourism
industry. Nonetheless, as our empirical findings suggest, these disasters did not
result in a systemic split in the long run. This evidence showed that the tourism
industry will recover in the future although it has been suffering from COVID-
19.
The attraction, accessibility and accommodation are the main factor in

tourism. There are many types of accommodation all over the world and it has
seven kinds of lodging in Taiwan. Elisa, Juan, Nieves, and Trinidad (2014)
indicated that the type of accommodation determines the duration of stay at
the destination. Noppamash (2017) illustrated that people in different age
groups choose different kinds of accommodation. Travelers who are between
22 and 30 years old prefer resort hotel more than others.
Pertiwi, and Sulistyawati (2020) described that the guests consider

location, cleanliness and atmosphere, good value, as well as local touch and
security when they choose accommodation to stay. Hotels are classified by star
rating systems and each star rating level provide different types of services.
Petra and Žana (2012) found that some customers who choose a hotel
based on personal experience and recommendations from friends and tourist
agencies analyze other alternatives based on the informal information they
have received before making a final purchase. Marketing communication with
attractive prices and hotel location is vital for those guests who trust
advertising. Some people look for information from multiple sources to ensure
they receive a fair deal on nice hotel facilities, and they require some advice.
The most significant factors for those are recommendations, hotel facilities, a
suitable location, and a reasonable price. Some guests make sure that they are
2
getting the most value for their money. They place a high value on hotel
amenities, pricing, and location.
This evidence show that different people care different attributes when
they choose hotels. Many researchers study the attributes that they consider
when they select hotels, but they did not describe those attributes in guest’s
preference level.
1-2. Research Motivation

Park and Shin (2012) showed that if a relatively underdeveloped service
sector can contribute significantly to development, a more developed service
sector can obviously contribute even more. The percentage of service sector
production that is exported has risen over time, and it now outnumbers in
both South American and developing countries. So, the service sector is
important for one country’s economy growth.
Kim, Chen, Jang (2006) showed that with Taiwanese information, there
is a reciprocal relationship between tourism expansion and economic growth.
Additionally, the tourism industry contains 10.3% in global GDP and 4.4% in
Taiwan GDP, so it is an important service industry in the world. Chen (2015)
described that the growth rate of total international tourist arrivals has a
consistent and substantial impact on the growth rate of hotel sales.
Additionally, the development of tourism has a huge impact on small hotel
companies' equity returns. Thus, hotel industry is also an essential industry
among the service sector for Taiwan which is the main motivation of this
research.
Pantelic (2017) found that tourist motivation is one of the first stages in
the whole process. Hotel selection process includes evaluation, selection,
3
booking and stays. Each stage has its own attributes. Therefore, many studies
have found the factors that our guests do consider when they choose hotels.
Pantelic also described that location is the most important factor for
both guests and business owners. Being at the heart of the industry, service
delivery is one of the most important factors influencing hotel selection and
purchasing decisions. Khozaei, Nazem, Ramayah, and Naidu (2016) mentioned
that customers' satisfaction with three- to five- star hotels in Asia is influenced
by a variety of factors including staff, venue, value for money, food and dining
areas, as well as room and hotel physical attributes. Fazuin and Flora (2011)
revealed that cleanliness, service, location, and facilities are all essential hotel
selection criteria for Middle Eastern visitors to Kuala Lumpur.
Baniya and Thapa (2017) showed that service quality is the first most
important attribute and then, room, and front desk is the second most
important attributes in hotel selection. Djeri, Božić, and Seker (2018) revealed
that safety is the most important factor. Chu and Choi (2000) described when
they select a hotel, business travelers prioritized room and front desk, while
leisure travelers prioritized security.
These studies only identified the factors that are the most important for
the guests, they have some different results, and use different factors in their
studies. This study will combine all these hotel selection factors and find the
attributes that our customers consider during their hotel selection process.
1-3. Research Purpose
Wiastuti, Lestari, Ngatemin, Bejo, and Anwari (2020) mentioned that

different demographics factors produce different hotel selection results. Thus,
this research aims to explore how much these attributes in eight factors: front
office, food, rooms, recreation, staff service quality, security, and value (Baniya
4
and Thapa (2017), Djeri, Božić, and Seker (2018), as well as Chu and Choi
(2000)), and location (Pantelic (2017), Fazuin and Flora (2011) and Khozaei,
Nazem, Ramayah, and Naidu (2016)) are important for different consumer
segments when they choose hotels to stay.
1-4. Research Process
This research is conducted as the following:
1. The hotel related research papers are found via google search engine
and choose the topics.
2. The introduction includes background, research motivation, research

purpose and research process.
3. Literature reviews constitutes hotel selection attributes, hotel basic

facilities in Taiwan, and the important hotel selection attributes.
4. The variables, data analysis, measurement scale, and questions are first
thought and written the questions in the questionnaire software. Then, the
questionnaires are delivered through various applications, and they are
monitored.
5. Methods involve the research framework, questionnaire design,

measurement scale, data collection, research variables, and data analysis.
6. The data collected are downloaded, checked, arranged, and run.
7. Results illustrate descriptive characteristics, travel behavior

characteristics, and the important level of hotel selection attributes by
demographic characteristics.
5
8. Conclusion contains research findings, managerial implications, and
limitation and future research.
6
2. Literature Review
2-1. Hotels Selection Attributes
Dr. Mohammad (2019) revealed that tourists choose accommodation

because of safe and secure homely setting, value for money services, local
attraction, and host and guest interaction. Pertiwi and Sulistyawati (2020)
indicated that clients consider location, cleanliness and atmosphere, great
value, local flavor, and security when they choose accommodation to stay.
Petra and Žana (2012) showed that hotel facilities, location, and price
are the most important for the guests. Bona, Sam, Brian, and Cindy (2019)
showed that cleanliness is the most important attribute and bed is the second
most prominent attribute, then service, security, and price are important.
Furthermore, room condition is a critical factor for luxury hotel clients. The
customers do not much consider about location, quietness, restaurant, and
parking.
Fazuin and Flora (2011) indicated that cleanliness is the most important
factor and then service, location, and facilities are important. Chu and Choi
(2000) and Djeri, Božić, and Seker (2018) use the similar questionnaire and find
the important factor by using same attributes: service quality, room and front
desk, food and recreation, value, security quality, and business facilities. Chu
and Choi found that leisure travelers consider security first.
Baniya and Thapa (2017) also use the same attributes as in Chu and Choi
(2000) and Djeri, Božić, and Seker (2018). Baniya and Thapa (2017) results
showed that service quality is the first most important attribute and then,
room, and front desk is the second most important attributes in hotel
selection, and international tourists stay in the hotels because of its service
quality as well as room and front desk.
7
Khozaei, Nazem, Ramayah, and Naidu (2016) revealed that customers
satisfy staff, location, value for money, food and dining areas, as well as
physical attributes of room and hotel in three- to five-star hotels in Asia. By
combining, this study uses front office, food and beverage, room, recreation
facilities, service quality, security, convenient location, and value.
2-2. Hotel Basic Facilities in Taiwan
Petra and Žana (2012) and Fazuin and Flora (2011), showed that hotel
facilities are important for the guests. Khozaei, Nazem, Ramayah, and Naidu
(2016) revealed that customer satisfies food, as well as physical attributes of
room and hotel. Baniya and Thapa (2017) told that room is one of the second
important attributes. Additionally, this research uses room as well as food and
beverage attributes, so we describe the basic room facilities and food that
Taiwan hotels offer.
Taiwan-Travel-Experience.com reported that Taiwan hotels always

offers breakfast. Four- and five-star hotels offer a luxurious buffet breakfast
with both Western and Chinese dishes. Mid-range and budget hotels offer a
Chinese breakfast with coffee and cappuccinos, toast, and omelets.
Tap water can be used for cleaning your teeth. Complimentary water,
coffee, tea, toothbrush, toothpaste, soap, towel, disposable razors, shampoo
have already included in hotel room charge. They put kettle, coffee spoon, and
coffee cup in the room.
8
2-3. The Important Hotel Selection Attributes
Pantelic (2017) told that customers evaluate the information, then

choose the hotels and finally they book the hotel they choose. Petra and Žana
(2012) also said that consumers evaluate many alternatives based on the
informal information they have received before they book. So, we will find the
attributes that they consider during their hotel selection process. They
consider these attributes because they are important for them. It is called
important hotel selection attributes.
Chu and Choi (2000) and Djeri, Božić, and Seker (2018) explored the
hotel selection attributes that are important for the guests and the guests
satisfy these factors or not by using importance-performance analysis (IPA).
This research studies these hotel selection attributes more precisely to help
marketers and entrepreneurs to install in their hotel business by order.
9
3. Methodology
This chapter is organized into 5 parts: research structure, research

method and questionnaire design, research variables and research tools, data
collection, and data analysis.
3-1. Research Framework
This research aims to find the factors that consumers consider when
they choose hotels and arrange them in level.
Baniya and Thapa (2017), Djeri, Božić, and Seker (2018), as well as Chu
and Choi (2000) use these factors: service quality, business facilities, value,
room and front desk, food and recreation, as well as security in their studies.
Fazuin and Flora (2011) revealed that cleanliness, service, location, and
facilities are all essential hotel selection criteria for Middle Eastern visitors to
Kuala Lumpur. Khozaei, Nazem, Ramayah, and Naidu (2016) use room, hotel,
food, value, location, and staff. By combining, this research uses the following
factors to find the importance level for different consumer segments:
1. Front office
2. Food and beverage
3. Room
4. Recreational facilities
5. Service
6. Security
7. Convenient Location
8. Value
10
3-2. Questionnaire Design
This research uses survey methods to collect the primary quantitative

data. The questionnaire is roughly written on paper, and then it is created in
QuestionPro software. It is written in two languages: English and Chinese. It
contains 22 questions in 3 sections. These eight factors are measured by
constant sum scale.
3-3. Measurement Scale
These eight factors use constant sum scale to measure the importance
level of these factors in hotel selection. In the constant sum scale, respondents
must allocate a constant number of units like dollars (Naresh, 2020). In this
research, the total point for each factor is 100 points. The respondents have to
allocate these 100 points to the attributes in each factor. So, they will give
more points to the attributes that are more important for them, and they will
give less points to the attributes that are less important for them, but they will
not give points to the attributes that are not important for them. In this case,
they not only think whether these attributes are important for them but also
think how much they like these. From this, we will know the important
attributes and how much these attributes are important for them although this
is not the purpose of this study. At the end, it adds all the points in each factor
that all the respondents give. It will show which factors are more important for
most people which is the main purpose of this research.
11
3-4. Data Collection
The questionnaire is delivered through Line, and Facebook. The data is

collected from 20th May 2021 to 5th June 2021. There are 145 people who fill
this questionnaire.
3-5. Research Variables
There are ten sections in the questionnaire: travel behavior

characteristics, front office, food and beverage, room, recreational facilities,
service quality, security, convenient location, value, and basic information.
(1) Travel Behavior Characteristics
The respondents who like travelling will visit and stay at different types
of accommodation, thus this research ask whether they like travelling.
Additionally, the participants who have stayed at hotels can evaluate how
much these factors are important for them. Thus, this study asks whether they
have stayed hotels. Ricardo and Ana (2018) revealed that length of stay
positively affects the hotel efficiency. Elisa, Juan, Nieves, and Trinidad (2014)
showed that accommodation types affect the duration of stay. So, this
questionnaire contains duration of stay.
Pantelic (2017) told that tourist motivation is the first stage in the whole
process. Elisa, Juan, Nieves, and Trinidad (2014) as well as Ashrafi and Myrland
(2017) described that purpose of trip determines its length. Thus, this survey
asks, “why did you travel to that destination?”. Elisa, Juan, Nieves, and Trinidad
(2014) pointed out that visitors who travel alone stay more days at their
destination than those who travelled with a companion. Therefore, it asks:
“with whom do you travel with on your last trip?”.
12
Attraction, accommodation, and accessibility are important factors in
tourism. Accordingly, it includes transportation modes and attraction in the
question. Wiastuti, R.D and Lestari, Ngatemin, Bejo, and Anwari (2020)
indicated that social media is important for generation Z customers and they
like online travel agent for hotel booking. Petra and Žana (2012) portrayed that
some guests choose the hotel because of friend recommendations and travel
agencies. Consequently, it asks where the respondents get the information
about the hotel. It also includes travel period to forecast the busy period.
(2) Hotel Selection Factors
There are eight factors in this study: front office (Baniya & Thapa 2017;
Djeri, Božić, and Seker 2018; Chu & Choi 2000), food (Baniya & Thapa 2017;
Djeri, Božić, and Seker 2018; Chu & Choi 2000; Khozaei, Nazem, Ramayah, and
Naidu 2016) and beverage, room (Baniya & Thapa 2017; Djeri, Božić, and Seker
2018; Chu & Choi 2000; Khozaei, Nazem, Ramayah, and Naidu 2016),
recreational facilities (Baniya & Thapa 2017; Djeri, Božić, and Seker 2018; Chu
& Choi 2000), service quality (Baniya & Thapa 2017; Djeri, Božić, and Seker
2018; Chu & Choi 2000; Fazuin and Flora 2011), security (Baniya & Thapa 2017;
Djeri, Božić, and Seker 2018; Chu & Choi 2000), convenient location (Fazuin
and Flora 2011; Khozaei, Nazem, Ramayah, and Naidu 2016), and value (Baniya
& Thapa 2017; Djeri, Božić, and Seker 2018; Chu & Choi 2000; Khozaei, Nazem,
Ramayah, and Naidu 2016). They are used to find the factors that consumers
do more care when they choose hotels.
13
Table 1: Front Office
Attributes Reasons to add & References
Online room reservation is available. The participants in that studies also

focused on the importance of the
rural hotels’ online room reservation
(Chen,2013).
Hotel reservation system is reliable. Chu and Choi (2000) and Djeri, Božić,
and Seker (2018) used this attribute
in their studies.
Check-in/check-out services are Chu and Choi (2000) and Djeri, Božić,
efficient. and Seker (2018) used this attribute
in their studies.
14
Table 2: Food and Beverage
Hotel provides free breakfast. Taiwan hotel offers free breakfast

(Taiwan-Travel-Experience.com).
Buffet breakfast is available at the Taiwan four-and five-star hotels offer

hotel. luxurious buffet breakfast (Taiwan-
Travel-Experience.com).
A variety of food is available at the Chu and Choi (2000) and Djeri, Božić,
hotel. and Seker (2018) used this attribute
in their studies.
A variety of beverage is available at Chu and Choi (2000) and Djeri, Božić,
the hotel. and Seker (2018) used this attribute
in their studies.
Hotel food is delicious. Chu and Choi (2000) and Djeri, Božić,
and Seker (2018) used the attribute
that food is high quality, so delicious
represents high quality of food.
Hotel food is fresh. It means the chef buys meat, fish,

vegetables, and fruits in the morning
of the day they cook.
Hotel food is healthy. It means the chef use organic food

ingredients as organic food is
healthy.
15
Table 3: Room
Room is clean. Chu and Choi (2000) and Djeri, Božić,

in their studies. Bona, Sam, Brian,
and Cindy (2019) and Fazuin and
Flora (2011) indicated that
cleanliness is the most important
attribute.
A comfortable bed is available. Chu and Choi (2000) and Djeri, Božić,
in their studies. Two- to five-star
hotels in Taiwan provides
comfortable room facilities (eTurbo
News (eTN) travelnews.online).
The pillow is comfortable. Chu and Choi (2000) and Djeri, Božić,
The mattress is comfortable. Chu and Choi (2000) and Djeri, Božić,
16
The bathtub is available. Taiwan hotel room always has a

bathtub and two- to five-star hotels
in Taiwan provides comfortable room
facilities (eTurbo News (eTN)
travelnews.online).
Hotel provides the basic room Hotel provides tap water,

facilities. complimentary water, coffee, tea,
toothbrush, toothpaste, soap, towel,
disposable razors, shampoo, kettle,
coffee spoon, and coffee cup in the
room (Taiwan-Travel-
Experience.com).
Table 4: Recreational Facilities

Hotel has the swimming pool. Taiwan hotels has the swimming
pool.
Hotel has the fitness center. Taiwan four- and five-star hotels
provide recreation facilities (eTurbo
17
Hotel provides sport facilities. Taiwan four- and five-star hotels
provide sport facilities (eTurbo News
(eTN) travelnews.online).
Mini bar is available. Chu and Choi (2000) and Djeri, Božić,
in their studies.
Hotel has the children playground.
Table 5: Service Quality

Staff are patient. Khozaei, Nazem, Ramayah, and

Naidu (2016) used this attribute in
their study.
Staff understand my requirements. Chu and Choi (2000) and Djeri, Božić,
in their studies.
Staff are friendly. Chu and Choi (2000) and Djeri, Božić,
in their studies.
Staff are polite. Djeri, Božić, and Seker (2018) used

this attribute in their studies.
Staff have neat appearance. Chu and Choi (2000) and Djeri, Božić,
in their studies.
18
Staff provide efficient services. Chu and Choi (2000) and Djeri, Božić,
in their studies.
Staff are helpful. Chu and Choi (2000) and Djeri, Božić,
in their studies.
Table 6: Security
Hotel has fire extinguish system. Every firm needs fire extinguish for
emergency use.
The surrounding environment of the Khozaei, Nazem, Ramayah, and

hotel is safe. Naidu (2016) showed that quality of
the surrounding environment is one
of the attributes that affect
customers’ satisfaction in Asia hotels.
Security personnel are dutiful. Chu and Choi (2000) and Djeri, Božić,
in their studies.
19
Table 7: Convenient Location
There is the local product shop near It means it takes 20 minutes to reach
hotel. the local product shop on foot.
Khozaei, Nazem, Ramayah, and
Naidu (2016) used close to facilities.
There is the memorial thing shop It means it takes 20 minutes to reach

near hotel. the memorial thing shop on foot.
Khozaei, Nazem, Ramayah, and
Naidu (2016) used close to facilities.
There is the clothing shop near hotel. It means it takes 20 minutes to reach
the clothing shop on foot. Khozaei,
Nazem, Ramayah, and Naidu (2016)
used close to facilities.
There is the currency exchange shop It means it takes 20 minutes to reach

near hotel. the currency exchange shop on foot,
so foreign visitors can easily
exchange their currency. Khozaei,
Nazem, Ramayah, and Naidu (2016)
used close to facilities.
It takes about 30 minutes to reach Khozaei, Nazem, Ramayah, and

the tourist attractions. Naidu (2016) used this attribute in
their study. It means visitors can
reach the attractions within 30
minutes by car.
20
It takes about an hour to reach the Khozaei, Nazem, Ramayah, and
airport. Naidu (2016) used this attribute in
their study. It means visitors can
reach airport within 30 minutes by
car.
Table 8: Value
Hotel has reasonable room price Chu and Choi (2000) and Djeri, Božić,
range. and Seker (2018) used this attribute
in their studies. It means people with
middle-income level can afford to
stay.
Hotel has a good reputation. Chu and Choi (2000) used this
attribute in their studies. It means
the hotel is well-known.
(3) Basic Information
Elisa, Juan, Nieves, and Trinidad (2014) results demonstrated that age
also have a positive effect on duration of stay. Wiastuti, R.D and Lestari,
Ngatemin, Bejo, and Anwari (2020) indicated that different demographic factor
of people considers different kinds of hotel selection attributes, so this
questionnaire includes age, gender, marital status, education level, monthly
income, and activities.
21
3-6. Data Analysis
The QuestionPro software produces an excel data file, then we transfer

that data into SPSS statistical software and then run that data. This research
uses descriptive statistics to describe demographic characteristics, travel
characteristics, and the importance level for each attribute.
Descriptive statistics, in brief, helps express and appreciate the

characteristics of a certain data set by providing brief summaries of the sample
and data measures. The mean, median, and mode are the most well-known
types of descriptive statistics, and they are utilized at practically all levels of
math and statistics (Investopedia, 2021).
22
4. Results
4-1. Demographic Characteristics
Table 4-1 shows the demographic characteristics, and it contains gender,

age, marital status, educational level, and monthly income. It shows that
71.72% of respondents are female and 28.28% of respondents are male. It
represents that 57.24% respondents are between 21 and 30 years, 26.21%
respondents are under 20 years, 10.34% respondents are between 31 and 40
years, 4.83% respondents are between 41 and 50 years, and 1.38%
respondents are between 51 and 60 years.
Table 4-1: Demographic Characteristics
Gender Education Level

Male 41 28.28% Elementary 2 1.38%
Female 104 71.72% Secondary 2 1.38%
High 16 11.03%
Age Undergraduate 65 44.83%

Below 20 years 38 26.21% Postgraduate 60 41.38%
21-30 years 83 57.24% Other 0 0.00%
31-40 years 15 10.34%
41-50 years 7 4.83% Monthly Income

51-60 years 2 1.38% Under 24,000 NTD 110 75.86%
Above 61 years 0 0.00% 24,001-34,000 NTD 11 7.59%
34,001-44,000 NTD 11 7.59%
Marital Status 44,001-54,000 NTD 4 2.76%

Single 125 86.21% 54,001-64,000 NTD 2 1.38%
Married 14 9.66% 64,001-74,000 NTD 2 1.38%
Other 6 4.14% 74,001-84,000 NTD 0 0.00%
Over 84,001 NTD 5 3.45%
In terms of marital status, it indicates that 86.21% respondents are

single, 9.66% respondents are married, and 4.14% respondents are other. In
term of education level, it shows that total of 44.83% respondents are
23
undergraduate students, 41.38% respondents are postgraduate students,
11.03% respondents are high school students, 1.38% respondents are
elementary students, and 1.38% respondents are secondary students.
In term of monthly income, total of 75.86% respondents are under

24,000NTD, 7.59% respondents are between 24,001 and 44,000NTD, 3.45%
respondents are over 84,001NTD, 2.76% respondents are between 44,001 and
54,000NTD, and 1.38% respondents are between 54,001 and 74,000NTD.
4-2. Travel Behavior Characteristics
Table 4-2 shows travel behavior characteristics. It indicates that 87.59%

respondents like travelling, and 12.41% respondents do not like travelling. It
shows that 81.25% respondents stayed at hotel on their last trip and 18.75%
respondents did not stay at hotel on their last trip.
In term of transportation mode, it indicates that 28.73% respondents

used car, 16.02% respondents used high speed rail (HSR), 14.36% respondents
used train, 11.60% respondents used airplane, 11.05% respondents used MRT,
7.18% respondents used scooter, 4.42% used sightseeing bus, 3.87%
respondents used other types of transportation, and 2.76% respondents used
tour bus or tour car.
In term of attraction, it demonstrates that 31.29% respondents liked to

travel scenery, 21.22% respondents liked to travel beach, 20.50% respondents
liked to travel night market, 12.95% respondents liked to travel historical
places, 8.63% respondents liked to travel museum, 2.88% respondents liked to
travel religious place, and 2.52% respondents liked to travel other kinds of
attraction.
24
Table 4-2: Travel Behavior Characteristics
Do you like travelling? How long did you stay at the hotel on your last trip?
Yes 127 87.59% One day 26 25.00%
No 18 12.41% 2-4 days 67 64.42%
5 - 7 days 9 8.65%
Did you stay at hotel on your last trip? 8-10 days 1 0.96%
Yes 104 81.25% 11-13 days 0 0.00%
No 24 18.75% 14 and over 14 days 1 0.96%
What mode of transportation did you use on your last

trip?
Train 26 14.36% With whom did you travel with on your last trip?
MRT 20 11.05% Partner/Spouse 15 12.30%
High Speed Rail 29 16.02% Family 41 33.61%
Car 52 28.73% Relatives 6 4.92%
Scooter 13 7.18% Friends 51 41.80%
Airplane 21 11.60% Organized Group 3 2.46%
Sightseeing Bus 8 4.42% Other 6 4.92%
Tour Bus/Tour Car 5 2.76%
Other 7 3.87% Why did you travel to that destination?
Relaxing 99 89.19%
Where do you like to travel most? Religious 1 0.90%

Night Market 57 20.50% Business 4 3.60%
Scenery 87 31.29% Other 7 6.31%
Religious Place 8 2.88%

Historical Place 36 12.95% Where did you get the information about the hotel you stayed?
Beach 59 21.22% Family 18 10.91%
Museum 24 8.63% Relatives 6 3.64%
Other 7 2.52% Friends/Classmates 23 13.94%
Colleague 3 1.82%
When do you usually travel? Travel Agent 11 6.67%

January - March 36 24.83% Google 58 35.15%
April - June 24 16.55% Travel Software 42 25.45%
July - September 62 42.76% Other 4 2.42%
October - December 23 15.86%
25
This research describes that 42.76% respondents usually travel between
July and September, 24.83% respondents usually travel between January and
March, 16.55% respondents usually travel between April and June, and 15.86%
respondents usually travel between October and December.
It shows that 64.42% respondents stayed between two and four days,
25% respondents stayed one days, 8.65% respondents stayed between five
and seven days, 0.96% respondents stayed between eight and ten days, 0.96%
respondents stayed fourteen and over fourteen days at hotel on their last trip.
It indicates that 41.80% respondents travelled with friends, 33.61%

respondents travelled with family, 12.30% respondents travelled with partner
or spouse, 4.92% respondents travelled with relatives and other companion,
and 2.46% respondents travelled with organized groups. It shows that 89.19%
respondents travelled for relaxing, 6.31% respondents travelled for other
purposes, 3.60% respondents travelled for business, and 0.90% respondents
travelled for religious purpose.
It demonstrates that 35.15% respondents found hotel information at

google, 25.45% respondents found hotel information at travel software,
13.94% respondents found hotel information from friends or classmates,
10.91% respondents found hotel information from family, 6.67% respondents
found hotel information at travel agency, 3.64% respondents found hotel
information from relatives, 2.42% respondents found hotel information from
other sources, and 1.82% respondents found hotel information from
colleagues.
26
4-3. The Importance Level of Hotel Selection Attributes
4-3-1. The Importance Level of Front Office Factor
Table 4-3-1-1 shows the importance level of front office factor by

gender. It indicates that both male and female care more about whether
online room reservation is available (Fo1), followed by hotel reservation
system is reliable (Fo2) and check-in/check-out services are efficient (Fo3).
Table 4-3-1-1: The Importance Level of Front Office Factor by Gender
Gender Fo1 Fo2 Fo3
Male Mean 44.57 30.03 25.40
N 30 30 30
Standard Deviation 18.150 12.090 19.179
Female Mean 40.24 35.11 24.65
N 74 74 74
Total Mean 41.49 33.64 24.87
N 104 104 104
Table 4-3-1-2 shows the importance level of front office factor by age. It
indicates that the respondents who are between 21- and 40-years old care
more about whether online room reservation is available (Fo1), followed by
hotel reservation system is reliable (Fo2) and check-in/check-out services are
efficient (Fo3). The respondents who are below 20 years old and between 51-
and 60-years old care more about whether hotel reservation system is reliable
(Fo2). The participants who are between 41- and 50-years old more care about
whether check-in/check-out services are efficient (Fo3).
27
Table 4-3-1-2: The Importance Level of Front Office Factor by Age
Age Fo1 Fo2 Fo3
Below 20 years Mean 34.61 35.39 30.00
N 23 23 23
21-30 years Mean 44.40 32.34 23.26
N 58 58 58
31-40 years Mean 46.57 36.21 17.21
N 14 14 14
41-50 years Mean 33.57 30.86 35.57
N 7 7 7
51-60 years Mean 28.50 43.00 28.50
N 2 2 2
Total Mean 41.49 33.64 24.87
N 104 104 104
Table 4-3-1-3 shows the importance level of front office factor by marital
status. It indicates that the participants who are single, married, and other care
more about whether online room reservation is available (Fo1), followed by
hotel reservation system is reliable (Fo2) and check-in/check-out services are
efficient (Fo3).
28
Table 4-3-1-3: The Importance Level of Front Office Factor by Marital Status
Marital Status Fo1 Fo2 Fo3

Single Mean 41.69 33.84 24.47
N 87 87 87

Married Mean 37.15 31.92 30.92
N 13 13 13
Other Mean 51.25 35.00 13.75
N 4 4 4
Total Mean 41.49 33.64 24.87
N 104 104 104

education level. It indicates that the participants who are in high school level,
undergraduate level, and postgraduate level care more about whether online
room reservation is available (Fo1), followed by hotel reservation system is
reliable (Fo2) and check-in/check-out services are efficient (Fo3). The
elementary level participants care more about whether hotel reservation
system is reliable (Fo2). The secondary level participants care more about
whether check-in/check-out services are efficient (Fo3).
29
Table 4-3-1-4: The Importance Level of Front Office Factor by Education Level
Education Level Fo1 Fo2 Fo3
Elementary Mean 40.00 42.00 18.00
N 1 1 1
Standard Deviation . . .
Secondary Mean 14.50 14.50 71.00
N 2 2 2
High Mean 39.09 32.27 28.64
N 11 11 11
Undergraduate Mean 39.44 34.61 25.95
N 41 41 41
Postgraduate Mean 44.88 33.76 21.37
N 49 49 49
Total Mean 41.49 33.64 24.87
N 104 104 104

monthly income. It indicates that the participants who earn under 44,000NTD
and between 54,001NTD and 64,000NTD care more about whether online
room reservation is available (Fo1), followed by hotel reservation system is
reliable (Fo2) and check-in/check-out services are efficient (Fo3). The
participants who earn between 44,001NTD and 54,000NTD care more about
whether hotel reservation system is reliable (Fo2). The participants who earn
30
over 64,001NTD care more about whether check-in/check-out services are
efficient (Fo3).
Table 4-3-1-5: The Importance Level of Front Office Factor by Monthly Income
Monthly Income Fo1 Fo2 Fo3
Under Mean 40.95 33.33 25.73

24,000NTD
N 73 73 73
24,001- Mean 46.67 38.78 14.56

34,000NTD
N 9 9 9
34,001- Mean 46.78 34.33 18.89

44,000NTD
N 9 9 9
44,001- Mean 37.50 40.50 22.00

54,000NTD
N 4 4 4
54,001- Mean 52.00 30.00 18.00

64,000NTD
N 2 2 2
64,001- Mean 28.00 28.50 43.50

74,000NTD
N 2 2 2
Over Mean 35.00 25.80 39.20

84,001NTD
N 5 5 5
Total Mean 41.49 33.64 24.87
N 104 104 104
31
4-3-2. The Importance Level of Food and Beverage Factor
Table 4-3-2-1 shows the importance level of food and beverage factor by
gender. Both male and female consider more about whether hotel provides
free breakfast (Fb1), followed by hotel food is delicious (Fb5) and hotel food is
fresh (Fb6).
Table 4-3-2-1: The Importance Level of Food and Beverage Factor by Gender
Gender Fb1 Fb2 Fb3 Fb4 Fb5 Fb6 Fb7
Male Mean 21.97 12.00 10.73 9.77 20.33 13.47 11.73
N 30 30 30 30 30 30 30
Standard Deviation 17.478 12.362 11.682 15.460 19.746 13.263 12.289
Female Mean 21.24 13.69 11.42 7.59 18.65 16.47 10.93
N 74 74 74 74 74 74 74
Total Mean 21.45 13.20 11.22 8.22 19.13 15.61 11.16
N 104 104 104 104 104 104 104
age. The participants who are under 40 years old consider more about whether
hotel provides free breakfast (Fb1). The participants who are between 41- and
50-years old consider more about whether hotel food is delicious (Fb5). The
participants who are between 51- and 60-years old consider more about
whether hotel food is fresh (Fb6).
32
Table 4-3-2-2: The Importance Level of Food and Beverage Factor by Age
Age Fb1 Fb2 Fb3 Fb4 Fb5 Fb6 Fb7
Below 20 years Mean 20.48 12.57 11.22 8.17 18.87 16.48 12.22
N 23 23 23 23 23 23 23
21-30 years Mean 21.74 13.16 11.26 8.50 19.09 14.78 11.48
N 58 58 58 58 58 58 58
31-40 years Mean 20.14 16.21 16.14 9.57 13.07 16.00 8.86
N 14 14 14 14 14 14 14
41-50 years Mean 23.57 10.14 4.29 5.71 34.14 12.86 9.29
N 7 7 7 7 7 7 7
51-60 years Mean 26.00 11.50 .00 .00 13.50 36.50 12.50
N 2 2 2 2 2 2 2
Standard Deviation 7.071 16.263 .000 .000 19.092 7.778 17.678
Total Mean 21.45 13.20 11.22 8.22 19.13 15.61 11.16
N 104 104 104 104 104 104 104
marital status. The participants who are single consider more about whether
hotel provides free breakfast (Fb1), followed by hotel food is delicious (Fb5)
and hotel food is fresh (Fb6). The participants who are married and other
consider more about whether hotel food is delicious (Fb5).
33
Table 4-3-2-3: The Importance Level of Food and Beverage Factor by Marital Status
Marital Status Fb1 Fb2 Fb3 Fb4 Fb5 Fb6 Fb7
Single Mean 21.22 13.09 12.05 8.46 17.69 15.80 11.69
N 87 87 87 87 87 87 87
Married Mean 21.62 14.69 8.38 7.00 24.69 15.23 8.38
N 13 13 13 13 13 13 13
Other Mean 26.00 10.75 2.50 7.00 32.50 12.50 8.75
N 4 4 4 4 4 4 4
Total Mean 21.45 13.20 11.22 8.22 19.13 15.61 11.16
N 104 104 104 104 104 104 104
education level. The elementary-level participants consider more about
whether hotel provides free breakfast (Fb1), a variety of beverage is available
at the hotel (Fb4), and hotel food is delicious (Fb5). The undergraduate- and
postgraduate-level participants consider more about whether hotel provides
free breakfast (Fb1). The secondary- and high-school-level participants
consider more about whether hotel food is delicious (Fb5).
34
Table 4-3-2-4: The Importance Level of Food and Beverage Factor by Education Level
Education Level Fb1 Fb2 Fb3 Fb4 Fb5 Fb6 Fb7
Elementary Mean 30.00 10.00 .00 30.00 30.00 .00 .00
N 1 1 1 1 1 1 1
Standard Deviation . . . . . . .
Secondary Mean 5.50 10.50 9.00 2.50 54.50 10.50 7.50
N 2 2 2 2 2 2 2
High Mean 14.27 10.00 14.45 11.91 19.91 16.91 12.55
N 11 11 11 11 11 11 11
Undergraduate Mean 23.32 14.56 11.02 8.32 17.88 15.24 9.66
N 41 41 41 41 41 41 41
Postgraduate Mean 21.98 12.96 10.98 7.10 18.35 16.14 12.49
N 49 49 49 49 49 49 49
Total Mean 21.45 13.20 11.22 8.22 19.13 15.61 11.16
N 104 104 104 104 104 104 104
monthly income. The participants who earn under 34,000NTD and between
44,001NTD and 64,000NTD consider more about whether hotel provides free
breakfast (Fb1). The participants who earn between 34,001NTD and
44,000NTD and over 84,001NTD consider more about whether hotel food is
delicious (Fb5). The participants who earn between 64,001NTD and 74,000NTD
consider more about whether buffet breakfast is available at the hotel (Fb2).
35
Table 4-3-2-5: The Importance Level of Food and Beverage Factor by Monthly Income
Monthly Income Fb1 Fb2 Fb3 Fb4 Fb5 Fb6 Fb7
Under Mean 21.44 12.95 11.21 8.49 17.11 15.95 12.86

24,000NTD
N 73 73 73 73 73 73 73
24,001- Mean 23.78 19.11 15.44 10.00 16.11 11.33 4.22

34,000NTD
N 9 9 9 9 9 9 9
34,001- Mean 16.67 17.67 11.22 7.56 22.22 17.33 7.33

44,000NTD
N 9 9 9 9 9 9 9
44,001- Mean 35.75 2.50 9.00 1.25 24.25 10.50 16.75

54,000NTD
N 4 4 4 4 4 4 4
54,001- Mean 30.50 .00 12.50 8.00 28.00 21.00 .00

64,000NTD
N 2 2 2 2 2 2 2
Standard Deviation .707 .000 17.678 11.314 1.414 29.698 .000
64,001- Mean 10.00 23.00 8.00 7.50 22.00 17.50 12.00

74,000NTD
N 2 2 2 2 2 2 2
Over Mean 15.60 8.20 6.40 8.20 39.80 16.40 5.40

84,001NTD
N 5 5 5 5 5 5 5
Total Mean 21.45 13.20 11.22 8.22 19.13 15.61 11.16
N 104 104 104 104 104 104 104
36
4-3-3. The Importance Level of Room Factor
Table 4-3-3-1 shows the importance level of room factor by gender. Both
male and female consider more about whether room is clean (Ro1), followed
by a comfortable bed is available (Ro2) and hotel provides the basic room
facilities (Ro6).
Table 4-3-3-1: The Importance Level of Room Factor by Gender
Gender Ro1 Ro2 Ro3 Ro4 Ro5 Ro6
Male Mean 35.77 17.43 12.43 10.33 10.70 13.33
N 30 30 30 30 30 30
Standard Deviation 18.089 10.200 11.837 8.825 10.674 11.217
Female Mean 34.31 18.07 11.64 12.86 6.65 16.47
N 74 74 74 74 74 74
Total Mean 34.73 17.88 11.87 12.13 7.82 15.57
N 104 104 104 104 104 104
Table 4-3-3-2 shows the importance level of room factor by age. The
participants who are under 50 years old consider more about whether room is
clean (Ro1). The participants who are between 51- and 60-years old consider
more about whether hotel provides the basic room facilities (Ro6).
37
Table 4-3-3-2: The Importance Level of Room Factor by Age
Age Ro1 Ro2 Ro3 Ro4 Ro5 Ro6
Below 20 years Mean 35.91 19.87 11.78 11.52 4.39 16.52
N 23 23 23 23 23 23
21-30 years Mean 33.84 17.09 11.48 13.00 8.83 15.76
N 58 58 58 58 58 58
31-40 years Mean 30.21 18.86 14.86 13.29 9.93 12.86
N 14 14 14 14 14 14
41-50 years Mean 48.57 19.86 10.86 6.43 2.86 11.43
N 7 7 7 7 7 7
51-60 years Mean 30.00 4.50 6.50 6.00 20.50 32.50
N 2 2 2 2 2 2
Total Mean 34.73 17.88 11.87 12.13 7.82 15.57
N 104 104 104 104 104 104
Table 4-3-3-3 shows the importance level of room factor by marital

status. The participants who are single, married, and other consider more
about whether room is clean (Ro1).
38
Table 4-3-3-3: The Importance Level of Room Factor by Marital Status
Marital Status Ro1 Ro2 Ro3 Ro4 Ro5 Ro6
Single Mean 34.38 18.17 12.64 12.55 7.17 15.08
N 87 87 87 87 87 87
Married Mean 38.31 15.15 8.54 10.38 8.69 18.92
N 13 13 13 13 13 13
Other Mean 30.75 20.50 5.75 8.75 19.00 15.25
N 4 4 4 4 4 4
Total Mean 34.73 17.88 11.87 12.13 7.82 15.57
N 104 104 104 104 104 104
Table 4-3-3-4 shows the importance level of room factor by education

level. The participants in all education level consider more about whether
room is clean (Ro1).
39
Table 4-3-3-4: The Importance Level of Room Factor by Education Level
Education Level Ro1 Ro2 Ro3 Ro4 Ro5 Ro6
Elementary Mean 80.00 .00 .00 .00 .00 20.00
N 1 1 1 1 1 1
Standard Deviation . . . . . .
Secondary Mean 58.50 8.00 8.00 7.50 6.50 11.50
N 2 2 2 2 2 2
High Mean 29.73 20.45 16.45 13.00 4.36 16.00
N 11 11 11 11 11 11
Undergraduate Mean 34.00 17.29 10.56 13.17 8.80 16.17
N 41 41 41 41 41 41
Postgraduate Mean 34.57 18.57 12.33 11.51 7.98 15.04
N 49 49 49 49 49 49
Total Mean 34.73 17.88 11.87 12.13 7.82 15.57
N 104 104 104 104 104 104
Table 4-3-3-5 shows the importance level of room factor by monthly

income. The participants who earn under 64,000NTD and over 84,001NTD
consider more about whether room is clean (Ro1). The participants who earn
between 64,001NTD and 74,000NTD consider more about whether room is
clean (Ro1) and a comfortable bed is available (Ro2).
40
Table 4-3-3-5: The Importance Level of Room Factor by Monthly Income
Monthly Income Ro1 Ro2 Ro3 Ro4 Ro5 Ro6
Under Mean 34.82 17.70 12.27 12.62 7.29 15.30

24,000NTD
N 73 73 73 73 73 73
24,001- Mean 28.22 20.44 12.00 11.33 8.33 19.67

34,000NTD
N 9 9 9 9 9 9
34,001- Mean 30.78 19.78 12.67 15.33 7.56 13.89

44,000NTD
N 9 9 9 9 9 9
44,001- Mean 29.00 24.00 11.00 11.25 13.00 11.75

54,000NTD
N 4 4 4 4 4 4
54,001- Mean 52.50 .00 .00 .00 24.00 23.50

64,000NTD
N 2 2 2 2 2 2
Standard Deviation 30.406 .000 .000 .000 12.728 17.678
64,001- Mean 25.00 25.00 14.50 17.50 8.00 10.00

74,000NTD
N 2 2 2 2 2 2
Standard Deviation 7.071 7.071 .707 3.536 2.828 14.142
Over Mean 53.60 12.00 8.60 4.20 4.40 17.20

84,001NTD
N 5 5 5 5 5 5
Total Mean 34.73 17.88 11.87 12.13 7.82 15.57
N 104 104 104 104 104 104
41
4-3-4. The Importance Level of Recreational Facilities Factor
Table 4-3-4-1 demonstrates the importance level of recreational

facilities factor by gender. Not only male but also female consider more about
whether mini-bar is available (Rf4), followed by hotel has the swimming pool
(Rf1).
Table 4-3-4-1: The Importance Level of Recreational Facilities Factor by Gender
Gender Rf1 Rf2 Rf3 Rf4 Rf5
Male Mean 20.33 11.50 15.67 43.77 8.73
N 30 30 30 30 30
Standard Deviation 18.261 12.827 13.291 33.212 11.129
Female Mean 23.51 13.36 11.20 44.24 7.68
N 74 74 74 74 74
Total Mean 22.60 12.83 12.49 44.11 7.98
N 104 104 104 104 104

facilities factor by age. The respondents who are under 50 years old consider
more about whether mini-bar is available (Rf4). The respondents who are
between 51- and 60-years old consider more about whether hotel has the
fitness center (Rf2).
42
Table 4-3-4-2: The Importance Level of Recreational Facilities Factor by Age
Age Rf1 Rf2 Rf3 Rf4 Rf5
Below 20 years Mean 31.13 10.57 9.48 43.57 5.26
N 23 23 23 23 23
21-30 years Mean 18.02 13.76 14.60 46.26 7.36
N 58 58 58 58 58
31-40 years Mean 32.14 12.14 8.50 36.79 10.43
N 14 14 14 14 14
41-50 years Mean 12.71 10.00 12.43 51.29 13.57
N 7 7 7 7 7
51-60 years Mean 25.00 26.50 14.00 14.00 20.50
N 2 2 2 2 2
Total Mean 22.60 12.83 12.49 44.11 7.98
N 104 104 104 104 104

facilities factor by marital status. The respondents who are single, married, and
other consider more about whether mini-bar is available (Rf4), followed by
hotel has the swimming pool (Rf1).
43
Table 4-3-4-3: The Importance Level of Recreational Facilities Factor by Marital Status
Marital Status Rf1 Rf2 Rf3 Rf4 Rf5
Single Mean 23.68 12.40 13.15 43.75 7.02
N 87 87 87 87 87
Married Mean 17.62 16.38 10.77 39.92 15.31
N 13 13 13 13 13
Other Mean 15.25 10.50 3.75 65.50 5.00
N 4 4 4 4 4
Total Mean 22.60 12.83 12.49 44.11 7.98
N 104 104 104 104 104

facilities factor by education level. The respondents in all education level
consider more about whether mini-bar is available (Rf4).
44
Table 4-3-4-4: The Importance Level of Recreational Facilities Factor by Education Level
Education Level Rf1 Rf2 Rf3 Rf4 Rf5
Elementary Mean 19.00 .00 .00 41.00 40.00
N 1 1 1 1 1
Standard Deviation . . . . .
Secondary Mean 10.00 11.00 .00 63.00 16.00
N 2 2 2 2 2
Standard Deviation 14.142 15.556 .000 52.326 22.627
High Mean 33.27 10.82 9.36 40.91 5.64
N 11 11 11 11 11
Undergraduate Mean 23.34 14.44 13.76 39.95 8.51
N 41 41 41 41 41
Postgraduate Mean 20.16 12.27 12.90 47.59 7.08
N 49 49 49 49 49
Total Mean 22.60 12.83 12.49 44.11 7.98
N 104 104 104 104 104

facilities factor by monthly income. There is no difference between different
between different monthly income level. The respondents in all monthly
income level consider more about whether mini-bar is available (Rf4).
45
Table 4-3-4-5: The Importance Level of Recreational Facilities Factor by Monthly Income
Monthly Income Rf1 Rf2 Rf3 Rf4 Rf5
Under Mean 23.19 12.42 12.55 45.08 6.75

24,000NTD
N 73 73 73 73 73
24,001- Mean 16.67 13.78 16.44 42.22 10.89

34,000NTD
N 9 9 9 9 9
34,001- Mean 26.67 19.11 12.89 29.89 11.44

44,000NTD
N 9 9 9 9 9
44,001- Mean 24.25 7.25 6.25 62.25 .00

54,000NTD
N 4 4 4 4 4
Standard Deviation 28.147 12.580 10.595 47.961 .000
54,001- Mean 25.50 18.00 9.00 33.50 14.00

64,000NTD
N 2 2 2 2 2
64,001- Mean 12.50 23.00 19.50 45.00 .00

74,000NTD
N 2 2 2 2 2
Standard Deviation 3.536 9.899 14.849 21.213 .000
Over Mean 18.80 4.00 7.40 48.20 21.60

84,001NTD
N 5 5 5 5 5
Total Mean 22.60 12.83 12.49 44.11 7.98
N 104 104 104 104 104
46
4-3-5. The Importance Level of Service Factor
Table 4-3-5-1 demonstrates the importance level of service factor by

gender. Both male and female consider more about whether staff are friendly
(Ser3), followed by staff are patient (Ser1).
Table 4-3-5-1: The Importance Level of Service Factor by Gender
Gender Ser1 Ser2 Ser3 Ser4 Ser5 Ser6 Ser7
Male Mean 17.00 14.20 21.63 16.73 7.70 12.43 10.30
N 30 30 30 30 30 30 30
Female Mean 16.69 15.84 18.16 15.62 8.69 14.41 10.59
N 74 74 74 74 74 74 74
Total Mean 16.78 15.37 19.16 15.94 8.40 13.84 10.51
N 104 104 104 104 104 104 104

age. The respondents who are under 30 years old and between 41- and 50-
years old consider more about whether staff are friendly (Ser3). The
respondents who are between 31- and 40-years old consider more about
whether staff understand my requirements (Ser2). The respondents who are
between 51- and 60-years old consider more about whether staff are polite
(Ser4).
47
Table 4-3-5-2: The Importance Level of Service Factor by Age
Age Ser1 Ser2 Ser3 Ser4 Ser5 Ser6 Ser7
Below 20 years Mean 19.09 16.43 20.04 15.00 8.22 11.09 10.13
N 23 23 23 23 23 23 23
21-30 years Mean 16.66 14.64 18.34 16.84 8.76 15.03 9.72
N 58 58 58 58 58 58 58
31-40 years Mean 13.43 18.71 17.36 16.36 8.07 12.00 14.07
N 14 14 14 14 14 14 14
41-50 years Mean 18.00 12.00 25.00 7.86 5.86 17.71 13.57
N 7 7 7 7 7 7 7
51-60 years Mean 13.00 12.50 25.00 26.00 11.50 10.00 2.00
N 2 2 2 2 2 2 2
Total Mean 16.78 15.37 19.16 15.94 8.40 13.84 10.51
N 104 104 104 104 104 104 104

marital status. The respondents who are single and married consider more
about whether staff are friendly (Ser3), followed by staff are patient (Ser1).
The respondents who are other consider more about whether staff provide
efficient services (Ser6).
48
Table 4-3-5-3: The Importance Level of Service Factor by Marital Status
Marital Status Ser1 Ser2 Ser3 Ser4 Ser5 Ser6 Ser7
Single Mean 17.01 15.41 18.75 16.24 8.62 13.11 10.85
N 87 87 87 87 87 87 87
Married Mean 17.54 16.38 23.62 12.08 7.54 14.08 8.77
N 13 13 13 13 13 13 13
Other Mean 9.25 11.00 13.75 22.00 6.50 28.75 8.75
N 4 4 4 4 4 4 4
Total Mean 16.78 15.37 19.16 15.94 8.40 13.84 10.51
N 104 104 104 104 104 104 104

education level. The respondents who are in elementary level consider more
about whether staff provide efficient services (Ser6), followed by staff are
helpful (Ser7) and staff understand my requirements (Ser2). The respondents
who are in secondary- and postgraduate-level consider more about whether
staff are friendly (Ser3). The respondents who are in high-school- and
undergraduate-level consider more about whether staff are patient (Ser1).
49
Table 4-3-5-4: The Importance Level of Service Factor by Education Level
Education Level Ser1 Ser2 Ser3 Ser4 Ser5 Ser6 Ser7
Elementary Mean .00 24.00 .00 .00 .00 50.00 26.00
N 1 1 1 1 1 1 1
Standard Deviation . . . . . . .
Secondary Mean 9.50 5.50 57.50 5.50 7.50 7.50 7.00
N 2 2 2 2 2 2 2
High Mean 19.27 13.36 18.82 19.09 9.27 8.73 11.45
N 11 11 11 11 11 11 11
Undergraduate Mean 20.34 17.83 18.59 13.83 8.24 12.78 8.39
N 41 41 41 41 41 41 41
Postgraduate Mean 13.88 13.98 18.55 17.76 8.55 15.39 11.90
N 49 49 49 49 49 49 49
Total Mean 16.78 15.37 19.16 15.94 8.40 13.84 10.51
N 104 104 104 104 104 104 104

monthly income. The respondents who earn under 24,000NTD, between
34,001 and 44,000NTD, between 54,001 and 64,000NTD, and over 84,001NTD
consider more about whether staff are friendly (Ser3). The respondents who
earn between 24,001 and 34,000NTD consider more about whether staff are
polite (Ser4). The respondents who earn between 44,001 and 54,000NTD and
between 64,001 and 74,000NTD consider more about whether staff provide
efficient services (Ser6).
50
Table 4-3-5-5: The Importance Level of Service Factor by Monthly Income
Monthly Income Ser1 Ser2 Ser3 Ser4 Ser5 Ser6 Ser7
Under Mean 18.15 14.74 19.66 16.36 8.47 12.52 10.11

24,000NTD
N 73 73 73 73 73 73 73
24,001- Mean 11.11 15.00 16.33 21.56 8.00 15.22 12.78

34,000NTD
N 9 9 9 9 9 9 9
34,001- Mean 15.67 17.11 18.33 16.89 9.78 12.11 10.11

44,000NTD
N 9 9 9 9 9 9 9
44,001- Mean 18.00 25.00 9.25 5.75 6.00 27.00 9.00

54,000NTD
N 4 4 4 4 4 4 4
54,001- Mean 10.50 15.50 23.00 19.50 10.50 10.00 11.00

64,000NTD
N 2 2 2 2 2 2 2
64,001- Mean 15.00 16.50 13.00 11.00 12.50 21.50 10.50

74,000NTD
N 2 2 2 2 2 2 2
Standard Deviation .000 2.121 2.828 5.657 3.536 9.192 6.364
Over Mean 11.20 13.80 27.40 6.80 5.20 21.60 14.00

84,001NTD
N 5 5 5 5 5 5 5
Total Mean 16.78 15.37 19.16 15.94 8.40 13.84 10.51
N 104 104 104 104 104 104 104
51
4-3-6. The Importance Level of Security Factor
Table 4-3-6-1 illustrates the importance level of security factor by

gender. Both male and female consider more about whether the surrounding
environment of the hotel is safe (Sec2), followed by hotel has fire extinguish
system (Sec1) and security personnel are dutiful (Sec3).
Table 4-3-6-1: The Importance Level of Security Factor by Gender
Gender Sec1 Sec2 Sec3
Male Mean 33.13 39.73 27.13
N 30 30 30
Female Mean 31.38 41.18 27.45
N 74 74 74
Total Mean 31.88 40.76 27.36
N 104 104 104
Table 4-3-6-2 illustrates the importance level of security factor by age.

The respondents under 40 years old consider more about whether the
surrounding environment of the hotel is safe (Sec2). The respondents who are
between 41- and 50-years old consider more about whether hotel has fire
extinguish system (Sec1). The respondents who are between 51- and 60-years
old consider more about whether security personnel are dutiful (Sec3).
52
Table 4-3-6-2: The Importance Level of Security Factor by Age
Age Sec1 Sec2 Sec3
Below 20 years Mean 30.39 42.09 27.52
N 23 23 23
21-30 years Mean 32.98 40.90 26.12
N 58 58 58
31-40 years Mean 24.79 41.79 33.43
N 14 14 14
41-50 years Mean 43.57 36.57 19.86
N 7 7 7
51-60 years Mean 26.00 29.00 45.00
N 2 2 2
Total Mean 31.88 40.76 27.36
N 104 104 104

marital status. The respondents who are single and other consider more about
whether the surrounding environment of the hotel is safe (Sec2), followed by
hotel has fire extinguish system (Sec1) and security personnel are dutiful
(Sec3). The respondents who are married consider more about whether hotel
has fire extinguish system (Sec1).
53
Table 4-3-6-3: The Importance Level of Security Factor by Marital Status
Marital Status Sec1 Sec2 Sec3
Single Mean 30.89 41.93 27.18
N 87 87 87
Married Mean 36.23 32.38 31.38
N 13 13 13
Other Mean 39.50 42.50 18.00
N 4 4 4
Total Mean 31.88 40.76 27.36
N 104 104 104

education level. The respondents who are in elementary level consider more
about whether hotel has fire extinguish system (Sec1) and the surrounding
environment of the hotel is safe (Sec2). The respondents who are in secondary
level consider more about whether hotel has fire extinguish system (Sec1). The
respondents who are in high-school-, undergraduate-, and postgraduate-level
consider more about whether the surrounding environment of the hotel is safe
(Sec2).
54
Table 4-3-6-4: The Importance Level of Security Factor by Education Level
Education Level Sec1 Sec2 Sec3
Elementary Mean 50.00 50.00 .00
N 1 1 1
Standard Deviation . . .
Secondary Mean 68.00 14.00 18.00
N 2 2 2
High Mean 29.27 36.82 33.91
N 11 11 11
Undergraduate Mean 31.02 41.59 27.39
N 41 41 41
Postgraduate Mean 31.35 41.86 26.80
N 49 49 49
Total Mean 31.88 40.76 27.36
N 104 104 104

monthly income. The respondents who earn under 54,000NTD and between
64,001 and 74,000NTD consider more about whether the surrounding
environment of the hotel is safe (Sec2). The respondents who earn between
54,001 and 64,000NTD consider more about whether security personnel are
dutiful (Sec3). The respondents who earn over 84,001NTD consider more
about whether hotel has fire extinguish system (Sec1).
55
Table 4-3-6-5: The Importance Level of Security Factor by Monthly Income
Monthly Income Sec1 Sec2 Sec3
Under Mean 31.67 41.36 26.97

24,000NTD
N 73 73 73
24,001- Mean 30.00 41.11 28.89

34,000NTD
N 9 9 9
34,001- Mean 33.44 37.33 29.22

44,000NTD
N 9 9 9
44,001- Mean 32.25 47.25 20.50

54,000NTD
N 4 4 4
54,001- Mean 19.50 38.00 42.50

64,000NTD
N 2 2 2
Standard Deviation .707 19.799 19.092
64,001- Mean 27.50 47.50 25.00

74,000NTD
N 2 2 2
Over Mean 42.00 30.80 27.20

84,001NTD
N 5 5 5
Total Mean 31.88 40.76 27.36
N 104 104 104
56
4-3-7. The Importance Level of Convenient Location Factor
Table 4-3-7-1 represents the importance level of convenient location

factor by gender. Both male and female consider more about whether it takes
about 30 minutes to reach the tourist attractions (Lo5), followed by there is
the local product shop near hotel (Lo1).
Table 4-3-7-1: The Importance Level of Convenient Location Factor by Gender
Gender Lo1 Lo2 Lo3 Lo4 Lo5 Lo6
Male Mean 23.40 15.50 11.53 11.13 27.07 11.37
N 30 30 30 30 30 30
Female Mean 18.04 12.09 10.42 16.14 29.96 13.35
N 74 74 74 74 74 74
Total Mean 19.59 13.08 10.74 14.69 29.13 12.78
N 104 104 104 104 104 104

factor by age. The respondents who are under 50 years old consider more
about whether it takes about 30 minutes to reach the tourist attractions (Lo5),
followed by there is the local product shop near hotel (Lo1). The respondents
who are between 51- and 60-years old consider more about whether it takes
about an hour to reach the airport (Lo6).
57
Table 4-3-7-2: The Importance Level of Convenient Location Factor by Age
Age Lo1 Lo2 Lo3 Lo4 Lo5 Lo6
Below 20 years Mean 20.70 13.17 17.35 18.65 23.39 6.74
N 23 23 23 23 23 23
21-30 years Mean 18.84 13.53 9.10 12.91 31.26 14.34
N 58 58 58 58 58 58
31-40 years Mean 19.00 13.93 10.29 12.93 29.93 13.93
N 14 14 14 14 14 14
41-50 years Mean 24.71 6.86 4.29 18.57 31.29 14.29
N 7 7 7 7 7 7
51-60 years Mean 14.50 14.50 8.00 19.50 20.00 23.50
N 2 2 2 2 2 2
Total Mean 19.59 13.08 10.74 14.69 29.13 12.78
N 104 104 104 104 104 104

factor by marital status. The respondents who are single, married, and other
consider more about whether it takes about 30 minutes to reach the tourist
attractions (Lo5).
58
Table 4-3-7-3: The Importance Level of Convenient Location Factor by Marital Status
Marital Status Lo1 Lo2 Lo3 Lo4 Lo5 Lo6
Single Mean 20.18 13.21 11.30 14.32 29.30 11.69
N 87 87 87 87 87 87
Married Mean 16.46 13.23 7.92 19.54 25.00 17.85
N 13 13 13 13 13 13
Other Mean 16.75 9.75 7.75 7.00 38.75 20.00
N 4 4 4 4 4 4
Total Mean 19.59 13.08 10.74 14.69 29.13 12.78
N 104 104 104 104 104 104

factor by education level. The respondents who are in elementary-, high-,
undergraduate-, and postgraduate-level consider more about whether it takes
about 30 minutes to reach the tourist attractions (Lo5). The respondents who
are in secondary level consider more about whether there is the currency
exchange shop near hotel (Lo4).
59
Table 4-3-7-4: The Importance Level of Convenient Location Factor by Education Level
Education Level Lo1 Lo2 Lo3 Lo4 Lo5 Lo6
Elementary Mean 20.00 8.00 .00 20.00 52.00 .00
N 1 1 1 1 1 1
Standard Deviation . . . . . .
Secondary Mean 15.50 10.00 10.00 52.50 4.50 7.50
N 2 2 2 2 2 2
High Mean 22.27 15.27 14.27 18.00 23.18 7.00
N 11 11 11 11 11 11
Undergraduate Mean 18.93 12.49 13.22 15.49 26.93 12.95
N 41 41 41 41 41 41
Postgraduate Mean 19.69 13.31 8.12 11.63 32.84 14.41
N 49 49 49 49 49 49
Total Mean 19.59 13.08 10.74 14.69 29.13 12.78
N 104 104 104 104 104 104

factor by monthly income. The respondents who earn under 24,000NTD,
between 34,001NTD and 64,000NTD, and over 84,001NTD consider more
about whether it takes about 30 minutes to reach the tourist attractions (Lo5).
The respondents who earn between 24,001NTD and 34,000NTD consider more
about whether there is the local product shop near hotel (Lo1). The
respondents who earn between 64,001NTD and 74,000NTD consider more
about whether it takes about an hour to reach the airport (Lo6).
60
Table 4-3-7-5: The Importance Level of Convenient Location Factor by Monthly Income
Monthly Income Lo1 Lo2 Lo3 Lo4 Lo5 Lo6
Under Mean 19.41 13.55 11.78 15.15 30.14 9.97

24,000NTD
N 73 73 73 73 73 73
24,001- Mean 25.89 13.67 9.11 11.11 22.11 18.11

34,000NTD
N 9 9 9 9 9 9
34,001- Mean 18.44 16.56 7.67 11.56 27.89 17.89

44,000NTD
N 9 9 9 9 9 9
44,001- Mean 16.00 12.25 9.75 7.25 30.00 24.75

54,000NTD
N 4 4 4 4 4 4
54,001- Mean 9.00 5.50 2.00 20.50 39.00 24.00

64,000NTD
N 2 2 2 2 2 2
Standard Deviation 1.414 7.778 2.828 .707 24.042 11.314
64,001- Mean 22.00 6.50 18.00 6.50 22.00 25.00

74,000NTD
N 2 2 2 2 2 2
Over Mean 19.00 5.20 5.40 27.00 27.40 16.00

84,001NTD
N 5 5 5 5 5 5
Total Mean 19.59 13.08 10.74 14.69 29.13 12.78
N 104 104 104 104 104 104
61
4-3-8. The Importance Level of Value Factor
Table 4-3-8-1 represents the importance level of value factor by gender.

Both male and female consider more about whether hotel has reasonable
room price range (Va1) than whether hotel has a good reputation (Va2).
Table 4-3-8-1: The Importance Level of Value Factor by Gender
Gender Va1 Va2
Male Mean 53.63 46.37
N 30 30
Standard Deviation 15.540 15.540
Female Mean 55.07 44.93
N 74 74
Total Mean 54.65 45.35
N 104 104
Table 4-3-8-2 represents the importance level of value factor by age. The
respondents who are under 50 years old consider more about whether hotel
has reasonable room price range (Va1) than whether hotel has a good
reputation (Va2). The respondents who are between 51- and 60-years old
consider equally about whether hotel has reasonable room price range (Va1)
and hotel has a good reputation (Va2).
62
Table 4-3-8-2: The Importance Level of Value Factor by Age
Age Va1 Va2
Below 20 years Mean 56.30 43.70
N 23 23
21-30 years Mean 52.26 47.74
N 58 58
31-40 years Mean 60.43 39.57
N 14 14
41-50 years Mean 58.86 41.14
N 7 7
51-60 years Mean 50.00 50.00
N 2 2
N 104 104
Table 4-3-8-3 represents the importance level of value factor by marital

status. The respondents who are single, married, and other consider more
about whether hotel has reasonable room price range (Va1) than whether
hotel has a good reputation (Va2).
63
Table 4-3-8-3: The Importance Level of Value Factor by Marital Status
Marital Status Va1 Va2
Single Mean 54.23 45.77
N 87 87
Married Mean 58.15 41.85
N 13 13
Other Mean 52.50 47.50
N 4 4
N 104 104
Table 4-3-8-4 represents the importance level of value factor by

education level. The respondents who are in elementary level consider equally
about whether hotel has reasonable room price range (Va1) and hotel has a
good reputation (Va2). The respondents who are in secondary-, high-school-,
undergraduate-, and postgraduate-level consider more about whether hotel
has reasonable room price range (Va1) than whether hotel has a good
reputation (Va2).
64
Table 4-3-8-4: The Importance Level of Value Factor by Education Level
Education Level Va1 Va2
Elementary Mean 50.00 50.00
N 1 1
Standard Deviation . .
Secondary Mean 69.50 30.50
N 2 2
High Mean 53.91 46.09
N 11 11
Undergraduate Mean 53.98 46.02
N 41 41
Postgraduate Mean 54.88 45.12
N 49 49
N 104 104
Table 4-3-8-5 represents the importance level of value factor by monthly

income. The respondents who earn under 54,000NTD and over 84,001NTD
consider more about whether hotel has reasonable room price range (Va1)
than whether hotel has a good reputation (Va2). The respondents who earn
between 54,001NTD and 74,000NTD consider more about whether hotel has a
good reputation (Va2) than whether hotel has reasonable room price range
(Va1).
65
Table 4-3-8-5: The Importance Level of Value Factor by Monthly Income
Monthly Income Va1 Va2
Under Mean 54.66 45.34

24,000NTD
N 73 73
24,001- Mean 53.67 46.33

34,000NTD
N 9 9
34,001- Mean 55.56 44.44

44,000NTD
N 9 9
44,001- Mean 52.25 47.75

54,000NTD
N 4 4
54,001- Mean 49.50 50.50

64,000NTD
N 2 2
Standard Deviation .707 .707
64,001- Mean 49.50 50.50

74,000NTD
N 2 2
Standard Deviation .707 .707
Over Mean 60.80 39.20

84,001NTD
N 5 5
N 104 104
66
5. Conclusion
5-1. Research Findings
This research uses front office, food and beverage, room, service,
security, recreational service, convenient location, and value to explore the
important level of these factors by demographic characteristics. There are 127
respondents who like travelling among 145 respondents, but there are 104
respondents who stayed at the hotel among these 127 respondents. So, the
findings in this study represents for 104 respondents.
For front office, both male and female who are between 21- and 40-
years old; single, married, and other; in high-school-, undergraduate-, and
postgraduate-level; earn under 44,000NTD and between 54,001NTD and
64,000NTD consider more about whether the online room reservation is
available. The respondents who are below 20 years old and between 51- and
60-years old; in elementary level; earn between 44,001NTD and 54,000NTD
consider more about whether hotel reservation system is reliable. The
respondents who are between 41- and 50-years old; in secondary level; earn
over 64,001NTD consider more about whether check-in/check-out services are
efficient.
For food and beverage, both male and female who are under 40 years
old; single; in undergraduate-, and postgraduate-level; earn under 34,000NTD
and between 44,001NTD and 64,000NTD consider more about whether hotel
provides free breakfast. The respondents who are in elementary level consider
more about whether hotel provides free breakfast, a variety of beverage is
available at the hotel, and hotel food is delicious. The respondents who earn
between 64,001NTD and 74,000NTD consider more about whether buffet
breakfast is available at the hotel. The respondents who are between 41- and
67
50-years old; married and other; in secondary- and high-school-level; earn
between 34,001NTD and 44,000NTD and over 84,001NTD consider more about
whether hotel food is delicious. The respondents who are between 51- and 60-
years old consider more about whether hotel food is fresh.
For room factor, both male and female who are under 50 years old;
single, married, and other; in all education level; earn under 64,000NTD and
over 84,001NTD consider more about whether room is clean. The respondents
who earn between 64,001NTD and 74,000NTD consider more about whether
room is clean, and a comfortable bed is available. This result is similar to the
previous studies that room cleanliness and comfort is regarded as the most
significant factor in overall customer satisfaction (Chu, 2002; Dolnicar and
Otter, 2003; Lee, Han, and Willson, 2011). The respondents who are between
51- and 60-years old consider more about whether hotel provides the basic
room facilities.
For recreational facilities, both male and female who are under 50 years
old; single, married, and other; in all education and monthly income level
consider more about whether mini-bar is available. The respondents who are
between 51- and 60-years old consider more about whether hotel has the
fitness center.
For service, both male and female who are under 30 years old and
between 41- and 50-years old; single and married; in secondary- and
postgraduate-level; earn under 24,000NTD, between 34,001NTD and
44,000NTD, between 54,001NTD and 64,000NTD, and over 84,001NTD
consider more about whether staff are friendly. The respondents who are in
high-school- and undergraduate-level consider more about whether staff are
patient. The respondents who are between 31- and 40-years old consider more
68
about whether staff understand my requirements. The respondents who are
between 51- and 60-years old and earn between 24,001NTD and 34,000NTD
consider more about whether staff are polite. The respondents who are other
marital status; in elementary level; earn between 44,001NTD and 54,000NTD
and between 64,001NTD and 74,000NTD consider more about whether staff
provide efficient services.
For security, both male and female who are under 40 years old; single
and other; in high-school-, undergraduate- and postgraduate-level; earn under
54,000NTD, between 64,001NTD and 74,000NTD consider more about
whether the surrounding environment of the hotel is safe. The respondents
who are in elementary level consider more about whether hotel has fire
extinguish system and the surrounding environment of the hotel is safe. The
respondents who are between 41- and 50-years old; married; in secondary
level; earn over 84,001NTD consider more about whether hotel has fire
extinguish system. The respondents who are between 51- and 60-years old and
earn between 54,001NTD and 64,000NTD consider more about whether
security personnel are dutiful.
For convenient location, both male and female who are under 50 years
old; single, married, and other; in elementary-, high-school-, undergraduate-
and postgraduate-level; earn under 24,000NTD, between 34,001NTD and
64,000NTD, and over 84,000NTD consider more about whether it takes about
30 minutes to reach the tourist attractions. The respondents who earn
between 24,001NTD and 34,000NTD consider more about whether there is the
local product shop near hotel. The respondents who are in secondary level
consider more about whether there is the currency exchange shop near hotel.
The respondents who are between 51- and 60-years old and earn between
69
64,001NTD and 74,000NTD consider more about whether it takes about an
hour to reach the airport.
For value, both male and female who are under 50 years old; single,
married, and other; in secondary-, high-school-, undergraduate- and
postgraduate-level; earn under 54,000NTD and over 84,000NTD consider more
about whether hotel has reasonable room price range than hotel has a good
reputation. The respondents who earn between 54,001NTD and 74,000NTD
consider more about whether hotel has a good reputation than hotel has
reasonable room price range. The respondents who are between 51- and 60-
years old and in elementary level consider equally about whether hotel has
reasonable room price range and hotel has a good reputation.
5-2. Managerial Implication
This research offers some implications for managers and entrepreneurs.

One of the most challenging questions that hotel companies confront today is
overcoming the unpredictable travel patterns of guests all over the world
(Kandampully and Suhartanto, 2000). Additionally, there are many hotels in
the present day, thus, hoteliers, hotel managers and entrepreneurs must
understand their customer preferences to attract new customers and maintain
old customers.
Wiastuti, Lestari, Ngatemin, Bejo, and Anwari (2020) mentioned that

different demographics characteristics yield different hotel selection results.
Furthermore, the hotel has its own target segment. Thus, the findings in this
study helps hoteliers, managers, and entrepreneurs to understand the hotel
70
selection patterns of customers in Taiwan and apply it appropriately in
accordance with its target market segment.
5-3. Limitation and Future Research
There are four limitations in this research. First, this research studies all
types of hotels. In the future, it should find consumer importance level of hotel
attributes by using different categories of hotels and compare them.
Additionally, it can also explore the consumer importance level of hotel
selection attributes in one- to five-star hotels and its similarities and
differences.
Second, this research only finds overall customer importance level of

hotel selection attributes. Thus, future study should find the consumer
importance level of hotel selection attributes for international and local as well
as its similarity and differences. Furthermore, further study should also explore
the importance level for business and leisure travelers and compare them.
Third, it mostly uses respondents in Taiwan. So, it should find how much
these hotel selection attributes are important for customers in different
countries and compare them in the future. Fourth, the questionnaire for this
research has no occupation factor in demographic characteristics. Future
researcher should extend this research by adding occupation factor when it
studies the importance level of hotel selection attribute in terms of
demographic characteristics.
71
References
1. Ashrafi and Myrland (2017),” Determinants of trip duration for international

tourists in Norway; a parametric survival analysis,” European Journal of
Tourism, Hospitality and Recreation, 8(1), 75-86.
2. Baniya and Thapa (2017),” Hotel Attributes Influencing International

Tourists’ Satisfaction and Loyalty,” Journal of Tourism and Hospitality, 7, 44-
61.
3. Bona, Sam, Brian, and Cindy (2019),” Luxurious or economical? An

identification of tourists’ preferred hotel attributes using best–worst scaling
(BWS),” Journal of Vacation Marketing, 25(2), 162–175.
4. Chen (2013),” Customer Service Attributes and Customer Satisfaction in

Taiwanese Rural Hotels,” ProQuest, 10760403.
5. Chen (2015),” A quantile regression analysis of tourism market growth

effect on the hotel industry,” International Journal of Hospitality
Management, 52, 117–120.
6. Chu and Choi (2000),” An importance-performance analysis of hotel

selection factors in the Hong Kong hotel industry: a comparison of business
and leisure travelers,” Tourism Management, 21, 363-377.
7. Chu (2002),” Stated-importance versus derived-importance customer

satisfaction measurement,” Journal of Services Marketing, 16(4), 285-301.
8. Dolnicar and Otter (2003),” Which hotel attributes matter? A review of

previous and a framework for future research.”
72
9. Djeri, Božić, and Seker (2018),” Exploring the Difference between
Performance and Importance of Particular Hotel Attributes: The Case Study
of Hotel "Galleria" in Subotica,” Tm-technisches Messen, 077-095.
10.Dr. Mohammad (2019),” Factors Affecting the Traveler’s Intention in

Selecting Alternative Accommodation: A Case Study of Mussoorie,” Indian
Journal of Hospitality Management, 01(1), 80-91.
11.Elisa, Juan, Nieves, and Trinidad (2014),” Determinant Factors of Senior

Tourists’ Length of Stay,” Annals of Tourism Research, 49, 19-32.
12. ETurboNews (2018),” One to Five Star Hotels in Taiwan: What it means,”
December 26, 2018, https://eturbonews.com/241503/one-to-five-star-
hotels-in-taiwan-what-it-means/.
13.Fazuin and Flora (2011),” What Really Matters When Choosing A Hotel? The
Case of Middle East Tourists in Kuala Lumpur, Malaysia,” Journal of
Tourism, Hospitality & Culinary Arts, chap 5, 53-62.
14.Investopedia (2021),” Descriptive Statistics,” February 24, 2021,

https://www.investopedia.com/terms/d/descriptive_statistics.asp.
15.Kandampully and Suhartanto (2000),” Customer Loyalty in the Hotel

Industry: The Role of Customer Satisfaction and Image,” International
Journal of Contemporary Hospitality Management, 12, 346.
16.Khozaei, Nazem, Ramayah, and Naidu (2016),” Factors Predicting Travelers’

Satisfaction of Three to Five Star Hotels in Asia, an Online Review,”
International Journal of Research in Tourism and Hospitality, 2(2), 30-41.
17.Kim, Chen, Jang (2006),” Tourism expansion and economic development:

The case of Taiwan,” Tourism Management, 27, 925-933.
73
18.Knoema, World Data Atlas (2019),” Taiwan Province of China - Contribution
of travel and tourism to GDP as a share of GDP,”
https://knoema.com/atlas/Taiwan-Province-of-
China/topics/Tourism/Travel-and-Tourism-Total-Contribution-to-
GDP/Contribution-of-travel-and-tourism-to-GDP-percent-of-GDP.
19.Lee and Chien (2008),” Structural breaks, tourism development, and

economic growth: Evidence from Taiwan,” Mathematics and Computers in
Simulation, 77, 358-368.
20.Lee, Han and Willson (2011),”The role of expected outcomes in the

formation of behavioral intentions in the green-hotel industry,” Journal of
Travel & Tourism Marketing, 28(8), 840-855.
21.National Immigration Agency, Ministry of the Interior (2021),” Tourism

Statistics: 2020 Visitor Arrivals by Year (1956~),” January 29, 2021,
https://admin.taiwan.net.tw/English/FileUploadCategoryListE003130.aspx?
appname=FileUploadCategoryListE003130.
22.Noppamash (2017),” Exploring the Accommodation Types Difference by

Age Groups,” International Institute of Social and Economic Sciences, 153-
162, https://doi.org/10.20472/IAC.2017.030.028.
23.Park and Shin (2012),” The Service Sector in Asia: Is It an Engine of

Growth?” Political Economy - Development: Comparative Regional
Economies eJournal, 322, i-28.
24.Pertiwi, and Sulistyawati (2020),” Factors of Influence in Choosing

Accommodation: A Study with Reference to Mas Village, An Artistic
Heritage Village in Ubud - Bali,” Journal of Business on Hospitality and
Tourism, 6(1), 27-42.
74
25.Petra and Žana (2012),” How do guests choose a hotel?” Academica
Turistica, 5(1), 75-84.
26.Ricardo and Ana (2018),” Analyzing hotel efficiency from a regional

perspective: The role of environmental determinants,” International Journal
of Hospitality Management, (75), Septiembre, 75-85. DOI:
10.1016/j.ijhm.2018.03.015.
27.Pantelic (2017),” Factors influencing hotel selection: Decision making

process”.
28.Taiwan-Travel-Experience.com, “Hotels in Taiwan,” http://www.taiwan-

travel-experience.com/hotels-in-taiwan.html.
29.Wiastuti, Lestari, Ngatemin, Bejo, and Anwari (2020),” The generation Z

characteristics and hotel choices,” African Journal of Hospitality, Tourism
and Leisure, 9 (1), 1-14.
30.World Travel and Tourism Council (2020),” World Travel and Tourism
Council (WTTC) Economic Impact Reports,”
https://wttc.org/Research/Economic-
Impact#:~:text=In%202019%2C%20the%20Travel%20%26%20Tourism,to%2
0334%20million%20in%202019.
31.World Travel and Tourism Council (2021),” WTTC research reveals global
Travel & Tourism sector suffered a loss of almost US$4.5 trillion in 2020 due
to the impact of COVID-19,” https://wttc.org/News-Article/Global-TandT-
sector-suffered-a-loss-of-almost-US4-trillion-in-2020.
75

fb240524100152

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

fb240524100152

Uploaded by

Copyright:

Available Formats

國立臺灣師範大學管理學院管理研究所

National Taiwan Normal University

The Importance Level of Factors in Hotel Selection

吳麗萍 (Khaing Zin Thet)

Wu, Li-Ping (Khaing Zin Thet)

I would like to thank my advisor Professor Shen Yong-Zheng who gives

Keywords: hoteliers, factor, hotel selection attributes

1-1. Background .................................................................................... 1

2-1. Hotel Selection Attributes .............................................................. 7

3-1. Research Framework ................................................................... 10

4-1. Demographic Characteristics ....................................................... 23

5-1. Research Findings ........................................................................ 67

English Questionnaire ................................................................................. 76

Chinese Questionnaire ................................................................................ 90

Figure 1: Number of visitor arrivals to Taiwan, 2000-2020

Source: National Immigration Agency, Ministry of the Interior

According to World Travel and Tourism Council (WTTC) report, the

The attraction, accessibility and accommodation are the main factor in

Pertiwi, and Sulistyawati (2020) described that the guests consider

1-2. Research Motivation

1-3. Research Purpose

Wiastuti, Lestari, Ngatemin, Bejo, and Anwari (2020) mentioned that

1-4. Research Process

This research is conducted as the following:

2. The introduction includes background, research motivation, research

3. Literature reviews constitutes hotel selection attributes, hotel basic

5. Methods involve the research framework, questionnaire design,

6. The data collected are downloaded, checked, arranged, and run.

7. Results illustrate descriptive characteristics, travel behavior

2-1. Hotels Selection Attributes

Dr. Mohammad (2019) revealed that tourists choose accommodation

2-2. Hotel Basic Facilities in Taiwan

Taiwan-Travel-Experience.com reported that Taiwan hotels always

Pantelic (2017) told that customers evaluate the information, then

This chapter is organized into 5 parts: research structure, research

3-1. Research Framework

This research uses survey methods to collect the primary quantitative

3-3. Measurement Scale

The questionnaire is delivered through Line, and Facebook. The data is

3-5. Research Variables

There are ten sections in the questionnaire: travel behavior

(1) Travel Behavior Characteristics

(2) Hotel Selection Factors

Online room reservation is available. The participants in that studies also

Hotel provides free breakfast. Taiwan hotel offers free breakfast

Buffet breakfast is available at the Taiwan four-and five-star hotels offer

Hotel food is fresh. It means the chef buys meat, fish,

Hotel food is healthy. It means the chef use organic food

Room is clean. Chu and Choi (2000) and Djeri, Božić,

The bathtub is available. Taiwan hotel room always has a

Hotel provides the basic room Hotel provides tap water,

Table 4: Recreational Facilities

Hotel has the children playground.

Table 5: Service Quality

Staff are patient. Khozaei, Nazem, Ramayah, and

Staff are polite. Djeri, Božić, and Seker (2018) used

The surrounding environment of the Khozaei, Nazem, Ramayah, and

There is the memorial thing shop It means it takes 20 minutes to reach

There is the currency exchange shop It means it takes 20 minutes to reach

It takes about 30 minutes to reach Khozaei, Nazem, Ramayah, and

(3) Basic Information

The QuestionPro software produces an excel data file, then we transfer

Descriptive statistics, in brief, helps express and appreciate the

Table 4-1 shows the demographic characteristics, and it contains gender,