PERCEIVED QUALITY AND VALUE IN RESORT HOTEL CUSTOMERS: EXAMINING LENGTH OF STAY AS A MODERATOR

PERCEIVED QUALITY AND VALUE IN RESORT HOTEL CUSTOMERS: EXAMINING LENGTH OF STAY AS A MODERATOR

The purpose of this study is to theoretically develop and empirically test an integrated, dynamic resort hotel customer behavior model. The dataset was generated from customer experiences at international resort hotel in Taiwan. Captured therein were assessments during three phases of customer involvement with the resort: Pre-visit (motivation), On-site (service quality), and post-visit (value). The findings support the extant theory - motivation and service quality perception positively affect resort hotel customers’ perception of value. An important extension of this study supports that customers’ length of stay moderated the relationship between perception of service quality and perception of value in the resort hotel. The implications for resort hotel managers and marketers are discussed.