Post on 26-Feb-2023
CASIRJ Volume 2 Issue 1 ISSN 2319 – 9202
International Research Journal of Commerce Arts and Science http:www.casirj.com Page 261
CUSTOMERS PERCIPIENCE AT THE TIME OF SELECTING HOTEL
Research Scholar : DURGA RAJULU. V
Supervisor : Dr. R.K. SAXENA
Hotel as service sector has played an important role in most economies. This sector
comprises a number of industries, of which accommodation is one of the largest (Yang,
2005). Hotels are an important part of the accommodation industry and have become one of
the most competitive businesses in the world in recent years (Harrison & Enz, 2005). For
example, lodging in the India was a $108 billion industry, with over 536,500 hotels and 4.1
million guestrooms in 2006 (The Hotel & Lodging Association, 2006).
Recently, there has been an increased focus on the management and marketing of hotels
(Reisinger, 2001). Hotels provide services that are different from tangible goods because
hotel services are immediately consumed and require a people-intensive creation process
(Harrison & Enz, 2005).
Over past few , services were defined in many ways by
different authors and researchers , the latest definition given by
bygtod and lanestedt and the Karwan and Markland are the
most interesting ones . They defined services as a non material
equivalent of goods and a package made up of a sets of
tangible and intangible elements . Now a days services in most
of the newly developed products are amalgamation of both
tangible and intangible acts . The historical development of
hotels has been described through a sociological perspective,
emphasizing that no social scientific research can be
divorced from the time in which it occurs.
CASIRJ Volume 2 Issue 1 ISSN 2319 – 9202
International Research Journal of Commerce Arts and Science http:www.casirj.com Page 262
Currently hospitality is one of the India’s largest service industries in terms of the revenue
and employment. Over the past two decades in hospitality industries emerged out to be the
most developing and economic industries among Indian service industries and showed an
over abundance of research studies on several issued and development in these areas. It is
one of the essential components of nations development and is vital to the economy growth
and internal stability of the country .Since independence India has built up a vast
infrastructure in this field. The 1990’s Indian hospitality grew up at a compound annual rate
of 16 percent. In year 2009 , the total value of the sector was went up to higher level was
more than $ 35 billion . By 2012, India‘s hospitality sector is projected to grow to nearly $
70 billion (planning commission report), 2010 .Further the current share of public
expenditure on hospitality as proportion of gross domestic products is 1 percent and will rise
to target of 2-3 percent by 2012. Private spending amounts for almost 8 percent of the total
expenditure and is quite dominant in the hospitality sector . Inadequate public investments
has given an opportunity to the hotels and tourism industry to spread their feathers day by
day to the opening of numbers of new hotels and tourism centres are also in the process to set
up their establishment in the country.
Indian leaders in India are also voicing their concerns about getting ISO certification and
Accreditation of such organization. In general ISO 9000 certification helps to achieve
consistency in production of a products or service and providing assurance to customers that
the specific practices are in the providers stated quality systems . While accreditation
provides international recognition , guarantying quality to all the products , care of
customers and protection of their rights , improvement in quality and abstract new markets.
TABLE :- THE STRUCTURE OF THE HOSPITALITY INDUSTRY
In viewing various industries , " barriers to entry " by
newcomers and competitive advantages between current players
CASIRJ Volume 2 Issue 1 ISSN 2319 – 9202
International Research Journal of Commerce Arts and Science http:www.casirj.com Page 263
are very important . Among other things , hospitality industry
players find advantage in old classics (location) , initial
and ongoing investment support ( reflected in the material
upkeep of facilities and the luxuries located therein ) , and
particular themes adopted by the marketing arm of the
organization in question ( such as a restaurant called the
51st fighter group that has a WW2 theme in music and
other environmental aspects ). Very important is also the characteristics
of the personnel working in direct contact with the customers.
The authenticity , professionalism , and actual concern for the
Happiness and wellbeing of the customers that is communicated
by successful organizations is a clear competitive advantage .
HOTEL INDUSTRY AS A PART OF TOURISM
Hotel industry is an essential part of tourism. The industry is closely linked with the tourism
i.e. responsible for about 50% of the foreign earnings from tourism; hotel industry holds a
good future both to Indian and overseas entrepreneurs from the point of view of investment
and collaboration. This industry is one of the joint ventures, which has over the years, grown
with the highly expanded and diversified Indian industrial structure and is currently operating
a viable industrial concern.
In general terms then the hotel sector is also likely to exhibit a wider and more diverse range
of organizational and staffing characteristics than other sectors of the hospitality industry.
Although there are some common factors among the different divisions, and some movement
of staff from one division to another, the hospitality industry comprises separate and distinct
sectors. The broad and variable nature of hotel operations means that they can be seen to
embrace, to a greater or lesser extent, elements of associated sectors of the hospitality
industry such as the licensed trade, catering and leisure activities.
CASIRJ Volume 2 Issue 1 ISSN 2319 – 9202
International Research Journal of Commerce Arts and Science http:www.casirj.com Page 264
The Indian tourism and hospitality industry has emerged as one of the key drivers of growth
among the services sectors in India. Tourism in India is an employment generator and a
significant source of foreign exchange for the country, apart from being an economic activity
that helps local and host communities. In 2013, the travel and tourism industry contributed
Rs 2.17 trillion (US$ 36 billion) or 2 per cent to the country's gross domestic product (GDP).
This is expected to rise to Rs 4.35 trillion (US$ 72.17 billion) in 2024.
The tourism industry in India is thriving due to an increase in foreign tourist arrivals (FTA)
and a greater number of Indians travelling to domestic destinations than before. The revenue
from domestic tourism is likely to grow by 8.2 per cent in 2014 as compared to 5.1 per cent a
year ago, according to the World Travel and Tourism Council (WTTC). Hotels are also an
extremely important component of tourism industry. The Indian hospitality sector has been
growing at a cumulative annual growth rate of 14 per cent every year adding significant
amount of foreign exchange to the economy.
The Government of India has contributed significantly to the growth and development of the
industry by providing policy and infrastructural support such as simplification of visa
procedures and tax holidays for hotels. Further, the tourism policy of the government aims at
speedy implementation of tourism projects, development of integrated tourism circuits,
special capacity building in the hospitality sector and new marketing strategies.
SCOPE OF HOSPITALITY SECTOR
Today hospitality sector is one of the fastest growing sectors in India. It is expected to grow
at the rate of 8% between 2007 and 2016. Many international hotels including Sheraton,
Hyatt, Radisson, Meridien, Four Seasons Regent, and Marriott International are already
established in the Indian markets and are still expanding. Nowadays the travel and tourism
industry is also included in hospitality sector. The boom in travel and tourism has led to the
further development of hospitality industry.
Hospitality is all about offering warmth to someone who looks for help at a strange or
unfriendly place. It refers to the process of receiving and entertaining a guest with goodwill.
Hospitality in the commercial context refers to the activity of hotels, restaurants, catering,
resorts or clubs who make a vocation of treatin tourists.
Helped With unique efforts by government and all other stakeholders, including hotel
owners, resort managers, tour and travel operators and employees who work in the sector,
Indian hospitality industry has gained a level of acceptance world over. It has yet to go miles
CASIRJ Volume 2 Issue 1 ISSN 2319 – 9202
International Research Journal of Commerce Arts and Science http:www.casirj.com Page 265
for recognition as a world leader of hospitality. Many take Indian hospitality service not for
its quality of service but India being a cheap destination for leisure tourism .
With unlimited tourism and untapped business prospects, in the coming years Indian
hospitality is seeing green pastures of growth. Availability of qualified human resources and
untapped geographical resources give great prospects to the hospitality industry. The number
of tourists coming to India is growing year after year. Likewise, internal tourism is another
area with great potentials.
The hospitality industry is a 3.5 trillion dollar service sector within the global economy. It is
an umbrella term for a broad variety of service industries including, but not limited to, hotels,
food service, casinos, and tourism. The hospitality industry is very diverse and global. The
industry is cyclical; dictated by the fluctuations that occur with an economy every year.
In 2003-04 the hospitality industry contributed only 2% of the GDP. However, it is projected
to grow at a rate of 8.8% between 2007-16, which would place India as the second-fastest
growing tourism market in the world. The arrival of foreign tourists has shown a
compounded annual growth of 6 per cent over the past 10 years. Besides, travel and tourism
is the second highest foreign exchange earner for India. Moreover, it is also estimated that
the tourism sector will account for nearly 5.3 per cent of GDP and 5.4 per cent of total
employment.
TYPES OF HOTELS
India is a very famous holiday destination in the world, and provides ample facilities as far as
lodging is concerned. It has state of the art hotels to cater to its ever booming travel and
tourism industry. Many hotels and resorts have popped up in India over the last few years to
cater the accommodation needs of everybody. India is dotted with hotels that fit in every
budget. There are hotels ranging from Luxury Hotels to Economy Hotels. A travel agent can
help in finding a suitable accommodation.
Hotels in India provide detailed overview of the various categories of hotels, and the
important groups of hotels that play a major role in the field of tourism. Located in all major
tourist and commercial destinations of India, the hotels are known for their warm hospitality
and comfortable accommodation. A number of hotels in India are counted among some of
the best hotels in the world.
CASIRJ Volume 2 Issue 1 ISSN 2319 – 9202
International Research Journal of Commerce Arts and Science http:www.casirj.com Page 266
CATEGORIZATION OF HOTELS IN INDIA
The hotels in India can be divided into various classes on the basis of room types, amenities
and location. Some of the prominent categories of hotels in India include:
HERITAGE HOTELS
Reflecting the old glory and grandeur of India, most of the Havelis and mansions of
ancient times have been turned into Heritage Hotels, that provide the tourists with an
opportunity to experience royal pleasure in traditional ambiance. Most of the Heritage
Hotels in India are concentrated in the princely states of Rajasthan, Delhi, and
Madhya Pradesh
LUXURYHOTELS
Equipped with world class infrastructural amenities, the Luxury Hotels in India offer
the tourists with a fine lodging and dinning experience. Catering primarily to the
upper class executives, the luxury hotels extend a warm welcome to all the customers
BUDGET HOTELS
A home away from home, the budget hotels accommodate customers from upper
middle and middle class. Also referred to as Economy Class Hotel, Business Hotels
and Discount Hotels, the Budget Hotels support all the modern infrastructural
facilities for a comfortable and pleasant stay
Resorts
Resorts are mostly found in hill stations and sea side tourist destinations of India.
Located amidst natural scenic beauty, the Resorts are the ideal place to enjoy some
valuable time with family and friends or in solitude
DIFFERENT TYPES OF STAR HOTELS
Once you’ve settled on a holiday destination, the next thing you have to decide is where to
stay during your trip. Most people would prefer accommodation at a convenient location, and
one that is comfortable as well as economical. For some, price is not a problem, and they
prefer to go in for luxury and deluxe amenities. For some, ambience is important, and for still
others a place that comes with a fully equipped kitchen is a more attractive option.
The good thing is that the hospitality industry offers a variety of hotels ranging from one star
to five star and super deluxe hotels to cater to the different preferences of travelers .
CASIRJ Volume 2 Issue 1 ISSN 2319 – 9202
International Research Journal of Commerce Arts and Science http:www.casirj.com Page 267
Here’s an overview of what’s on offer in the different star-rated hotels so you can
choose the right hotel for your next holiday.
ONE STAR HOTELS
These hotels belong to the no-frills variety that offers basic
bedding and bathroom facilities. The furniture , décor , etc. may
not be of high quality , but is mostly comfortable . Arrangements
for meals may or may not be included , but if they are,
this could be restricted to breakfast only . And remember in
one star hotels you won’t have bell-boys or hotel staff
available for carrying your luggage .
TWO STAR HOTELS
The extra star here is for a proper reception desk and some amount of staff presence.
Breakfast could be complimentary, but you will need to pay for other meals. Because of the
limited staff, there won’t be room service. Two star hotels are suitable for people with
limited budgets but who are travelling with their families and need a reasonably safe place to
stay.
THREE STAR HOTELS
These are better furnished and have restaurants where you could choose to have your meals.
Other amenities could include a TV set in the room, direct dial telephone, some room service
and other provisions thrown in. Three star hotels are mostly good for business travellers who
are travelling for a short period on business. They are also a good option for female travellers
who are travelling alone and don’t want the tension of staying at a place where their security
could be at risk or their belongings unsafe. Three-star hotels are generally part of a larger
chain and have footprints in more than one location.
FOUR STAR HOTELS
The premium variety of hotels starts from here. You can expect larger rooms, better décor,
more amenities, better services like availability of porters, 24-hour room service, laundry,
CASIRJ Volume 2 Issue 1 ISSN 2319 – 9202
International Research Journal of Commerce Arts and Science http:www.casirj.com Page 268
and multi-cuisine restaurants. Four star hotels are mostly used by corporate travellers where
the company pays for the stay.
FIVE STAR HOTELS
Breakfast served in bed, shoes polished, clothes washed and facilities for getting almost
everything done without even lifting a finger are some of the luxuries you can look forward
to here. Other facilities include huge lobbies, round-the-clock room service, swimming
pools, gyms, sauna, spas, badminton/tennis courts, beauty salons – the list is endless. The
staff in these hotels mostly comprises hotel management graduates from the best schools,
well-trained in customer service, crisis management, etc. The clientele that five star hotels
cater to include big names from fields of entertainment, business, and sports, and of course,
the well-heeled crowd.
FIVE STAR DELUXE HOTELS
Called deluxe/ luxury hotels, these cater to the movers and shakers of the world. A private
balcony, fully stocked mini-bar, personal masseur, king-sized beds – these are just some of
the rare luxuries you can treat yourself to at a five star deluxe hotel. The most well-known
brands belonging to this category include the Taj, Hilton, Leela Palace, Grand Hyatt, etc to
name a few. Needless to add the tariffs are exorbitant.
Nowadays there are some that claim to be seven-star hotels. The Burj Al Arab Hotel in Dubai
is one such super deluxe hotel. The 54-storeyed beach-side hotel boasts of ferrying its
customers in Rolls Royce cars, having royal suites with revolving canopy beds, private
mosques, transporting guests to the airport by helicopter and lots more.
CONCLUSION
The provision of contemporary hotels still reflects a
Hierarchy of supply , which is perpetuated by the hotel
classification schemes ( Carmouche and Roper, 1989 ). Hotel companies
marketing strategies now reflect the occupational hierarchy ,
with customers occupational status being the key determinant
of market segregation. Economic exclusion in the form of
tariffs is still apparent , however , much less is known about
the cultural uses of hotels by particular individuals and
CASIRJ Volume 2 Issue 1 ISSN 2319 – 9202
International Research Journal of Commerce Arts and Science http:www.casirj.com Page 269
groups . Riley (1984) argues that haute cuisine has been stripped
of its behavioral trapping in contemporary hotels. Wood (1987)
supports this view , arguing that food provision in hotels is
now closer to domestic consumption. While the changing
structure of hotel supply has impacted upon food and
beverage provision , so that French menu and haute cuisine
are not necessary to the hallmark of luxury hotels. It has
not been empirically established that hotel usage is no longer
surrounded by cultural codes . Continuities with the past are
clear , with economic exclusion in the form of tariffs, the
relationship between hotel types and customer status , the
practice of tipping and barriers to female consumption.
These are areas , which require research to determine the
Relationship between hotels and society in the contemporary
period.
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