Consumer Perception of Boutique Hotel: A Pilot Study

Abstract

In most situations, consumers purchase or use built-in products and services; however, it is sometimes necessary to customize products to satisfy consumers’ needs and desires. In the hotel industry, for instance, customers have begun to prefer unique experiences. The newest concept in the hotel market today is the boutique (Hartesvelt, 2006). Boutique hotels are upscale, luxury properties that tend to be smaller than conventional hotels, are frequently located in urban areas or city centers, have historical or other interesting aspects, and individually designed for the delivery of personal service (Lim & Endean, 2008). The primary purpose of this study is to identify a profile of hotel consumers with higher awareness of and more positive attitudes toward boutique hotels. Further, this study is to elaborate on marketing strategies that arise from an improved understanding of the profile of this segment of hotel consumers