Identification of hotel attributes for senior tourists by using Vavra’s importance grid

Senior tourists are an important market segment for hospitality businesses. For being successful, understanding the influence of hotel attributes on senior tourist satisfaction is important for managers. The aim of the present study is to examine the asymmetric impacts of hotel attributes on senior tourists’ satisfaction by using Importance Grid method. Data obtained from German and the British senior tourists, accommodating at five-star resort hotels in Antalya-Turkey. Results show that hotel attributes’ importance differ considerably for German and the British senior tourists. While ‘perceived value’ was a basic factor for the British seniors, ‘price’ was a basic factor for German seniors. Moreover, for both markets, majority of hotel attributes are either performance factors with high importance or basic factors. Therefore, generation of excitement factors, targeting senior tourists is a necessity for the hotels in the area.