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Procedia - Social and Behavioral Sciences 62 (2012) 1127 – 1132
WC-BEM 2012
Factors of influence in choosing alternative accommodation:A study with reference to Pondicherry, a coastal heritage town
Gunasekaran.Na*, Victor Anandkumarb
aDoctoral Research Scholar, Dept. of Management Studies, Pondicherry University, Puducherry, India
bAssociate Professor, Dept. of Management Studies, Pondicherry University, Puducherry, India
Abstract
Accommodation establishments such as Commercial homes, Bed amp; Breakfast and Guest Houses provide alternatives to tourists who prefer accommodation other than traditional hotels. The purpose of this research study is to identify the factors that lead tourists to choose such alternative accommodation. Given the differences in the product both in terms of acuity and actuality, the tive in choosing alternative accommodation may be different from traditional accommodation. The study location
- Pondicherry, a heritage coastal town in India - experienced a recent spurt in the growth of alternative accommodation. Alternative hoteliers provide a different tourism product with several points of differences when compared with traditional hoteliers. From the primary data collected from guests at alternative accommodations, the factors that influenced their decision to stay are identified using Factor analysis. Knowledge and understanding of these factors will help alternative hoteliers to develop meaningful and appealing points of differences.
copy; 2012 Published by Elsevier Ltd. Selection and/or peer review under responsibility of Prof. Dr. Huseyin Arasli
Open access under CC BY-NC-ND license.
copy; 2012 Published by Elsevier Ltd. Selection and/or peer review under responsibility of Prof. Dr. Huuml;seyin Arasli
Keywords: alternative accommodation, tourist motivations, stay influencing factors
- Introduction
Accommodation is a fundamental factor of the tourism product to the tourists. The type, extent and nature of accommodation determine the volume and value of tourism that is possible at any destination (Henning amp; Willemse, 1999; Nuntsu, Tassiopoulos amp; Haydam, 2003). While tourist accommodation typically refers to traditional hotels of several categories, alternative accommodation refers to establishments such as Guest houses, Service apartments and Commercial homes that provide paid lodging to the tourists on short-term basis. They differ
touch.
The concept of commercial homes is not new. The practice originated in Europe, and tourist homes operated by private homeowners have always been a fixture in popular American vacation areas (Nuntsu et al, 2003). However, in India, the practice is a decade old. The Ministry of Tourism (Government of India) introduced the concept of Commercial homes (specifically, the Bed amp; Breakfast and Homestay Establishments) as part of its globally acclaimed Incredible India campaign in 2001-12.
* Corresponding Author Gunasekaran.N. Tel.: 91-413-221-3439
E-mail address: aaapuducherry@gmail.com (Gunasekaran.N)
1877-0428 copy; 2012 Published by Elsevier Ltd. Selection and/or peer review under responsibility of Prof. Dr. Huuml;seyin Arasli
Open access under CC BY-NC-ND license. doi:10.1016/j.sbspro.2012.09.193
1128 Gunasekaran.N and Victor Anandkumar / Procedia - Social and Behavioral Sciences 62 (2012) 1127 – 1132
Pondicherry is a heritage town on the south-east coast of India with a vibrant tourism industry and an ancient history dating back to 200 B.C. The recent years have seen a mushrooming of alternative accommodation facilities such as guesthouses, commercial homes and service apartments in Pondicherry. This paper attempts to identify the factors that influence choose alternative accommodation. By definition, the alternative accommodation product differs from the traditional hotel room in terms of features, facilities and the benefits sought by the guests. By understanding the influencing factors, the alternative accommodation enterprises will be in a position to develop marketing strategies that appeal to this segment of tourists and create meaningful points of differences.
Review of literature
Reynolds amp; Emenheiser (1996) in their pioneering study had suggested a future trend wherein alternative accommodation providers such as Bed amp; Breakfast operators would be achieving a more significant role in the hospitality industry. According to Novelli (2005) and Scarinci and Richins (2008), the reasons for the growing popularity of niche segments such as the alternative accommodation include increased competition and market fragmentation, more discerning and difference-seeking customers and communication technology. Through this communication technology, the visibility of alternative accommodation which are usually remote and not in the mainstream, and direct accessibility for tourists with a penchant for difference, are greatly enhanced.
The literature (Foxley, 2001; Canwell and Sutherland, 2003; Professional Association of Innkeepers International (PAII), 2009) on the topic provides a taxonomy of alternative accommodation. Accordingly, there are three types of alternative accommodation, namely Service apartments, Guest houses and Commercial homes such as Homestay and Bed and Breakfast. Further, the Commercial homes are classified by PAII into six categories such as Homestay, Bed amp; Breakfast, Bed amp; Breakfast inn, Bed amp; Breakfast cottages, Bed amp; Breakfast hotel and Country Inn.
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