The Determinants of Factors in FIT Guests' Perception of Hotel Location

The purpose of this study was to (1) evaluate factors in FIT guest's perception of five-star hotel location, and (2) assess the differences among customer-satisfaction levels and how those differences impacted guests' satisfaction with their choice of hotel. FIT guests (Frequent Individual travellers/foreign independent traveller) staying at 17 five-star hotels were selected based on information of foreign immigration statistics recorded by the Korea National Tourism Organization. Factor analysis of the six dimensions was labelled as Tourism Attraction, Convenience, Safety, Surrounding Environment, Traffic, and Accessibility. Results showed that FIT guests value and expect in a hotel's location: (1) safety, (2) ease of access to transportation portals (air, train, bus, and public transportation), and (3) close connection to area attractions (historic, business, and pleasure).