Activity-based value-chain analysis for U.S. college student vacation travelers' hotel room experience
This study developed an activity-based value-chain model for hotel room experience and identified activity-based value-adding room attributes for college student vacation travelers using an online survey (N = 2545). Data analysis included descriptive statistics, Chi-square test of independence, ordinal measures of association, and multinomial logistic regression. Results revealed that the common hotel room activities were overnight sleeping, dressing and taking care of personal hygiene, having a meal and/or snack, taking a nap, relaxing and entertaining, exercising, and, finally, working, studying, and browsing the Internet. Based on student responses, all hotel room attributes were assigned to one of four categories along a value continuum: high-value, medium-value, low-value, and no-value. This study contributes to hospitality research by providing an analysis framework for assessing customer value. This research will help hoteliers focus on room attributes that most likely satisfy their customers' needs and provide high-value experiences, which could result in increased customer satisfaction, loyalty, and profits.