GENDER-CHOICE BEHAVIOR LINKAGES: AN INVESTIGATION IN THE HOSPITALITY INDUSTRY

Abstract

Purpose - The purpose of this study is to investigate whether males and females differ on the emphases they place on core service and relational service in choosing a hotel. Design/Methodology - Data were gathered from the residents of a metro area in the United States. Three hundred and forty-one residents participated in the study. The Del statistic, an undertapped technique, was used. Findings - The results reveal that male and female guests are essentially the same in the importance they place on core and relational services in choosing a hotel. Originality of the research - Empirical research about the hotel choice behavior of female guests is scarce. Therefore, this study addresses this underresearched issue.