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Attitudes of Kazakhstani consumers towards experiential hospitality and tourism services
Автор(ы)
Armiyash Nurmagambetova
Дата публикации
30 сентября 2020 г.
Тип
journal article
Том
99
Выпуск
3
Первая страница
40
Последняя страница
48
ISSN
2518-1998
Аннотация
Object: This paper aims to addresses new transformations in customer experience concept form a hospitality perspective. In particular, it studies the attitudes and perceptions of consumers towards the implementation of new experiential offerings in hotel and restaurant sectors on an example of Kazakhstan.Methods: This research adopts the quantitative research methods with a survey data collection technique. The initial data have been collected by a self administered questionnaire with five point Likert scales and fixed-choice questions to measure attitudes of consumers. This quantitative empirical study applied a probability sampling method and involved random distribution technique. The total sample size was 300 respondents.Findings: Findings indicate that local consumers have a positive attitude toward new service concepts and experiential hospitality offerings such as “soap/fragrance butler”, “futuristic hotels” and “interactive menu”. However, Kazakhstani consumers prefer direct live communications with service personnel more than interactions with robots and demonstrate relatively negative attitude towards service automation.Conclusions: The research shows that local hospitality and tourism market is ready for service innovations. Designing customer-oriented experiences can be an integral part of competitive strategies of hospitality companies and helps to find unique ways to attract modern customer segments.
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