Hotel and resort gardens: do they matter to English guests?

Abstract

This research extends understanding of consumer-decision making in the hotel selection process through an exploratory study which reports the findings of a survey of English residents (n = 350) to ascertain the importance of hotel or resort gardens. Some previous studies have included the landscaping as a variable, but most have not. This study demonstrates that many respondents always choose or try to choose a hotel with a garden when selecting a domestic hotel or one abroad. Furthermore it is unique in identifying that walking in the garden is the most preferred activity and that very colourful flowers have greatest appeal, irrespective of the location of the hotel. Whilst a garden is not a key requirement of guests, the costs of development and ongoing maintenance suggests that the garden requires greater consideration in the design, operation and marketing of hotels and resorts than has previously been considered and this study therefore enhances the ongoing development of understanding of the hotel purchase decision.