Hotel promotion as viewed by customers
Hotel promotion as viewed by customers

Summary/Abstract: Purpose. The purpose of the paper is to discuss the significance of hotel promotion from the customer perspective.The research analyzed hotel promotional efforts from the perspective of hotel guests staying at randomlyselected hotels in Poland.Design/methodology/approach. The data were collected using a questionnaire consisting of 21 questions onthe determinants of hotel choice, hotel guest rating of hotel promotional efforts, role of the Internet in hotelpromotion, and hotel recommendations. A total of 273 Polish hotel guests were surveyed about their hotelpreferences.Findings. Research has shown that key factors determining the choice of hotel include location, quality, andprice. Eight percent of survey participants also noted that promotional efforts did make a difference in theirchoice of hotel in Poland. The research also confirmed the growing role of the Internet in promotional efforts.As much as 64.1% of survey participants indicated that the Internet is their primary source of information onhotels in Poland. The effect of hotel chains was also assessed in relation to the abovementioned parameters.The highest customer ratings of hotel promotional efforts were observed for domestic hotel chains and thelowest for international hotel chains.Practical/social implications. An understanding of customer perspective with respect to hotel promotions isuseful in terms of developing the total offering for each given hotel in order to build competitive advantage.Originality/value. The papers presented some interesting issues about hotel promotion from theoretical andpractical perspectives. This paper discusses the significance of hotel promotion from the customer perspective.

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