Guest Perceptions and Uncertainty

Abstract

This research investigates guests' perceptions of the process of booking hotel rooms. To test the hypothesis that guests experience stress during the booking process, 224 guests in two hotels in New Zealand were asked about their experiences when making hotel reservations. The results of a qualitative analysis show that many travellers do find the process of booking accommodation uncomfortable and stressful. Fifty-five percent of guests expressed dissatisfaction with some aspect of the booking process. Lack of information about the hotel and its services were quoted most often as the critical factor, closely followed by dislike of the price negotiation process.

Key Words:

• Hotel booking systems
• guest perceptions
• hotel loyalty
• on-line booking
• training needs