Attributes Important for Guests During Stay at Bed and Breakfasts in Sintra, Portugal

Martta Alexandra Mäkelä de Oliveira

Student thesis: Master thesis

Abstract

This is an attribute importance study for B&Bs in Sintra, Portugal, with the purpose of understanding what guests of B&Bs in Sintra find important during their stay. Nowadays, guests increasingly rely on on-line reviews of hotels before even considering making a booking. This places a great pressure on lodging units to provide guests with a positive experience at their accommodation. In the small touristic town of Sintra, Portugal, of less than 10.000 inhabitants, new Bed and Breakfasts (B&Bs) are opening their doors every year, yet out of the 2million tourists Sintra receives, only 112 thousand stay overnight. Consequently managers of B&Bs in Sintra want to know how they can give their guests a good experience in their lodging, even with their limited resources. Indeed, guest satisfaction is an extremely important issue for businesses, because guest satisfaction is proven to increase loyalty and market share, market share, isolate market position, improve company bottom-lines and cause favorable word-of-mouth (Wilson A. , Zeithaml, Bitner, & Gremler, 2008). It is very important for any service to know what their customers find important, so that correct resource allocations are made (Bacon, 2003), which is why attribute importance analysis can add value to companies. However, due to the low resources that B&Bs have access to, diversification and innovation can be a challenge for B&Bs (Stickdorn & Zehrer, 2009). In this thesis, through a paper-based survey distributed in 25 B&Bs in Sintra for 7 weeks during the summer of 2012, attribute importance was measured through direct and indirect methods. The results show that the property of the B&B, the staff’s interactions with guests, bedroom amenities, and the price have strong influences on overall satisfaction during stay. Differences in perceived importance of attributes between guest characteristics are also identified, which will aid managers in knowing which attributes to focus on depending on who their target market is. Depending on guest profiles, a local traditional experience is something that guests place importance in, which follows the current trend of authentic experiences.

EducationsMSc in International Marketing and Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2012
Number of pages179