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This question is to understand which problems respondents often meet when they stayed 
in the hotels. From its result, hoteliers/hotel managers can identify what the popular 
problems are so that they have suitable method to improve it. 
16.
 
When a problem happened, you perceived (please check all that apply) 
The way that service provider solve problem is important to the customer evaluation 
about the service quality. This question is to find out those ways. 
17.
 
How long did you have to wait for the responses from the hotel about your problem? 
This question is to reveal the time that customer have to wait to receive the response for 
their problem. 
18.
 
In your experience, which should be improved? (please check all that apply) 
Answering this question, respondents directly suggest what hotels should improve in all 
areas from facilities, design to service providers’ profession 
 
Customer loyalty 
19.
 
If you are satisfied with the hotel service,  you will (please check all that apply) 
This question explore the action and the level of loyalty of customers that hotels can gain 
if they satisfy customers 
 
Survey group demographic 
20.
 
What is your continent of origin? 
21.
 
What is your gender? 
22.
 
What is your employment status? 
23.
 
Your age is 
The above four questions are to report the demographic profile. This would be very 
useful for analyze the differences in selecting hotels, offerings, services and the 
expectation of different gender according to their demographic pattern. 

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CHAPTER 6: FINDINGS AND ANALYSIS 
Analysis of the findings is generated from the results of survey which conducted in person or 
through the online survey. They would deliver the following objectives: 
•
 
Understanding the important factors based on which guests choose and evaluate the hotel 
services 
•
 
Understand the customer loyalty 
•
 
Reveal the difference between male and female customers in service evaluation and desire. 
•
 
The impact of culture on customer satisfaction in Europe and Asia 
6.1 Demographic profile 
 
In the research, the female hotel guests are account for 58%; while 42% is the portion of the 
female guests. Because 100% of the respondents have experiences of staying in the hotel, this 
ratio cannot lead to the conclusion that there are more men staying in the hotels than women. 
 
 
Figure 9: Hotel guests by genders 
Guests of the hotel come from all over the world. However, due to the restriction of collecting 
the respondents, the Asian hotel guests are account for around 40%; 55% of guests are from 
Europe; only 3% and 1% of them come from America and Africa correlatively. This ratio also 
suggests that the European and Asian travel more than the people come from other continents. 
Therefore, they more often stay in the hotels. 

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Figure 10: Hotel guests by continent of origin 
In the research, more than 60% of guests are students, 32% of them employ full- time, 5% of 
guests work part-time and only 1% is unemployed. It seems to be that the students have more 
free time compared to other people so they take advantage to travel more. For this reason, most 
of guests who stay in hotels are students. The guests who have full-time jobs also spend their 
time in hotels but for both vacation and business reasons. Consequently, they are account for 1/3 
of all guests in hotels. 
 
Figure 11: Hotel guests by occupation 
Most of the guests are 35 years old or younger, accounts for 95%. Among them, 63% are from 
20 to 25 years old and 32% of guests are from 26 to 35 years old. Only 3% of guests’ age are in 

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the range of 36 to 45 and 2% of guests are more than 45 years old. This is correlative with their 
occupation. 
 
Figure 12: Hotel guests by age 
6.2 Hotel staying purpose 
Around 90% of reasons that people stay in the hotel is for vacation, among them 94% are female 
and 83% are male guests.  The second one is business purpose. In this sector, the male guests are 
20% more than the female. In other words, hoteliers should pay attention on this high ratio to 
have more proper orients when building the business plan so that they can gain more customer 
satisfaction. Only few per cent of guests stay in the hotels for daily life, temporary living place or 
other which includes sport competition and spa treatments. Except for vacation and spa 
treatments; in other sections, majority of guests are men.  

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Figure 13: Hotel staying purpose 
 
Hotel staying purpose in Europe and Asia 
Both male and female European seems to be stay in the hotel on vacation more than the 
Asian. Vice versa, the female and male Asian use hotels for the business purpose almost 
30% more than guests coming from Europe. For other reasons, Asian also keeps the 
bigger percentage comparing to European. 
 
Figure 14: Hotel staying purpose in Europe and Asia 
 

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