• Login
    View Item 
    •   DBS eSource Home
    • Masters Dissertations
    • Business & Management
    • View Item
    •   DBS eSource Home
    • Masters Dissertations
    • Business & Management
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    An investigation about Generation Y and its hotel choices in Ireland, Spain and Sweden

    View/Open
    msc_karlsson_s_2014.pdf (14.28Mb)
    Author
    Karlsson, Sandra
    Date
    2014
    Degree
    MSc in Management Practice
    URI
    http://hdl.handle.net/10788/2285
    Publisher
    Dublin Business School
    Rights holder
    http://esource.dbs.ie/copyright
    Rights
    Items in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.
    Metadata
    Show full item record
    Abstract
    The branded hotel industry is increasing every year in the world therefore many hotel groups are developing their brand portfolio to match the demand of the world market. (Harvey, 2007) So the main question for this dissertation is: why does generation Y chooses to stay at branded hotels? What is it that makes them choose branded and not independent hotels? The answer to this question could be very beneficial for professionals in the hotel sector worldwide as well as for the researcher who has a genuine interest about brand loyalty and the hotel industry. The research is focusing on three European countries: Ireland, Spain and Sweden. The primary data collection consists of a mixed method approach. The quantitative data were collected from 155 questionnaire answers from the selected countries and the electable generation group. The qualitative data were extracted from three different interviews, which were gathered from hotel professionals with high managerial positions in marketing and sales from each one of the selected countries. The data program that was used to analyze the quantitative data was SPSS. The result showed many interesting findings regarding the question why generation Y chooses branded hotels, the main reason being the security that comes with a branded hotel. Generation Y knows what to expect before entering the hotel because of the reputation that the brand is creating. Also because of the services and the unique atmosphere that a brand can radiate. Some conclusions that can be done are: generation Y chooses branded hotels for special occasions and 92 percent of the generation Y respondents prefer to stay at branded hotel than an individual hotel if the hotels are having the same price and standard. Author keywords: Hotels, Generation Y
    Collections
    • Business & Management

    Browse

    All of DBS eSourceCommunities & CollectionsBy Issue DateAuthorsSupervisorTitlesSubjectsThis CollectionBy Issue DateAuthorsSupervisorTitlesSubjects

    My Account

    LoginRegister

    Statistics

    View Usage Statistics

    DSpace software copyright © 2002-2022  DuraSpace
    Contact Us | Send Feedback
    DSpace Express is a service operated by 
    Atmire NV