An exploratory study into the purchase decision process used by leisure travelers in hotel selection.

The purchase decision process used by leisure travelers in the selection of hotel accommodations is quite complex. This research, although exploratory in nature, empirically investigates the relationships among various cues hypothesized to impact purchase decisions. Cues used by leisure travelers in the evaluation of the more "intangible" purchase criteria of security, dependability, service quality, convenience, and reputation were identified. Based on the findings, the authors identified marketing and promotional strategies appropriate for retaining current customers and attracted new customers.