Attributional Analysis of Customers' Hotel Selection Criteria by U.K. Grading Scheme Categories

This article presents a literature review of service quality attributes and the size and characteristics of the U.K. hotel classification and grading schemes. The research methodol ogy incorporated the use of focus group and in-depth interviews together with a quantitative survey of hotel customers. The basis for determining the equivalence of hotel grades is indicated. Comparative findings of customers using the dif ferent grading categories are presented, including a demo graphic profile, use of grading schemes, and reservations methods employed. A comparative analysis between grades and important and unimportant attributes employed to select a hotel are described. The findings are contrasted with Automobile Association criteria to reflect the identified differ ences. The research concludes that, generally, the needs of customers were satisfied by the grades of the hotels they se lected. There is, however, value in the analysis of unimportant as well as important attributes when designing products for focused market segments.