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Analysis of Causality of Hotel Selection Attributes, Perceived Values, and Satisfaction within the Usual Environment: Findings from Seven Metropolitan Cities in Korea

Choi, Seung-Mook 1

1청운대학교 관광경영학과

Excellent Accredited

ABSTRACT

Although many studies have been conducted on tourists' hotel selection attributes, perceived values, and satisfaction, studies that analyze the comprehensive causal relationship between these variables have been insufficient. Recently, the use of hotels in usual environment for tourism or relaxation purposes has attracted attention as a new trend, and this phenomenon is expected to continue in the future. The purpose of this study is to analyze the comprehensive relationship between selection attributes, perceived values, and satisfaction for hotel guests in usual environment. Online surveys were conducted on people who lived in seven metropolitan cities, and had experience using hotels in usual environment for tourism purposes. A total of 300 valid sample data were analyzed. As a result of analyzing the structural equation model, the perceived values have a statistically significant effect on satisfaction. However, the causal relationship between the variables 'selection attributes → perceived values' and 'selection attributes → satisfaction', which were confirmed in several previous studies, were not confirmed. We suggest that the divergent findings between the results of this study and the results of previous studies in the hotel sector are attributed to the characteristics of guests who use hotels in usual environment as well as the purpose of hotel use. In addition, the results of this study also provide practical implications for what factors should be prioritized in hotel packages for guests in usual environment.

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