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[SHZZ3073] [Research Paper]

Investigating Tourist Satisfaction: Hotel Guest in Pulau Pangkor

Chapter I:

THE PROBLEM AND THE SETTING

1.1 Introduction

Pulau Pangkor is an island off the coast of Perak north-west Peninsular Malaysia. Pulau

Pangkor is a very good and interesting place for travelers and vacations. Travelers or tourists

cant get lost in the island no matter how hard you try. The name Pangkor may have originated

from the Thai word Pang Ko. The meaning of the word of Pang Ko is Beautiful Island.

However others believe it may have been a memorial to Pang Kui, a legendary Chinese

adventurer said to have lent his skills in seamanship to the bands of pirates this island once

sheltered.

Among them two islands predominate in the terms of accessibility, infrastructure and

development, the largest island Pangkor and the smaller known as Pangkor Laut. It has a

population of over 20,000. Pangkor is a mountainous island with an all weather paved ring road

circumventing the Island. Pulau Pangkor local residents live in scattered fishing settlements

along the coast especially on the eastern side, facing the town of Lumut and Teluk Batik, and

their catch comprises mainly cuttlefish and anchovy. The modern facilities make it an ideal

gateway. A wide range of sun and sea activities are available.

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Pulau Pangkor also managed by the minister of Perak that is Datuk Dr. Zambry Abdul

Kadir. The rules of Pulau Pangkor is the outsiders that are not born in Pulau Pangkor cannot buy

any land for them or anybody else but the permanent residents of Pulau Pangkor that born in that

island have the rights to buy a land for themselves or their children.

The history of Pangkor firstly happen when the Dutch came on 1670. The Dutch built a

Fort in Pulau Pangkor and referred it to it as the Dinding Fort. Then, the Straits of Malacca was

crowded corridor where ships from Far East and the western world meet, courtesy of monsoon

winds. The Pangkor Treaty signed between the Sir Andrew Clarke on behalf of the British and

Sultan of Perak that is Raja Abdullah on January 20, 1874 in the island. So, the agreement was

named as Perjanjian Pangkor 1874. Then the British officially involvement in the Malay states

policies. Today, the island is a major site for seafood industry and its dried products are marketed

all over Malaysia and Singapore.

Pulau Pangkor also has provided an accommodation to their entire guest that came to

visit Pangkor for much reason such as for vacations, business, and other purposes. The

accommodations that we can see in Pangkor are chalets, hotels, and resorts. There are lots of

accommodation in Pulau Pangkor that is Coral Bay Resort, Palma Beach Resort, Pangkor Bay

View, Pangkor Inn Chalet, Suria Beach Resort, Pangkor Village Resort, Hornbill Resort and

many more. The accommodation that been provided by the Pulau Pangkor have it own price

range and different types of services and facilities.

Getting around the Pangkor is very easy because there is a lot of transportation that we

need to use to go to Pulau Pangkor. The main transportation is boat or ferry from Lumut to Pulau

Pangkor. At Pangkor, the main transportation is the taxi service. We can use the taxi service to

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travel all around the Pulau Pangkor. Other transportation that we can rent at there is car,

motorbike and others. The price of rent is depending on type of transportation that we want to

use at that place.

There are many attractions that we can found and see in Pulau Pangkor. The attraction

gives a lot of impact to the local residents and tourists. The attraction that attracts people or

tourist to travel to come to Pulau Pangkor is because of the history of the place, beaches,

heritage, Foo Lin Kong Temple, Kali Amman Temple, Dutch Fort, Pangkor festival, culture and

many more. Each attraction of the Pulau Pangkor has its own story that causes valuable things to

the place to be visited. The attraction gives the Pulau Pangkor to become one of the tourism

attraction places to be visit by the tourist all around the world.

1.2 The Problem Statement

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Satisfaction is a need and wants of a person that he or she wants to achieve. It is different

for each person whether they are domestic tourist or international tourist. Hotel provides a lot of

things and products to their guests that are services, facilities and others. Sometimes, the product

that been provided by the hotel have or doesnt have the potential to influence and satisfy the

tourist and others. There are a lot of places that we can see now with the development of the

hotel industry for specific purposes. Pulau Pangkor is not only providing attraction place for their

guest but also a place to stay for rest like hotel, resort, chalet and many more. Therefore, the

tourist always looks for a place that can satisfy their need and wants.

The aim of this study is to get information from the tourist that travel and stay at the hotel

to know their satisfaction through the product that the hotel provided to them in term of service,

facilities and others. The respondent that I would like to survey is the tourist or known as guests

that stay at hotel. The thing that I would like to measure in Pulau Pangkor is the satisfaction of

tourist toward the hotel that they stay during their vacation, business or leisure purposes.

1.3 Objectives

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Satisfaction of guest and tourist toward the product and facilities that a hotel provides

help them to develop their interest and need. The satisfaction of a hotel provide to their guest will

create an increase in the tourism and hospitality industry in each country. So, the service and

product of a hotel provide to their guest is to make them satisfied with the hotel or not. This

industry is growth by an increasing number of domestic and international tourists in the market.

Satisfaction creates demand of the guest need and wants towards the hotels that they stay. Each

of their demand will create a good or bad impression depends to their service and product that

they provide to their guests. So we can see the guests need and wants from the hotels through

their satisfaction. Therefore, this study has specific objectives in order to discover about guest

satisfaction toward the hotel that they stay for their vacation, trip, business and other purposes.

The first objective of the study is to know the price impact to the tourist or guest. The

second objective of the study is to investigate tourist or guest expectation of the hotel. The third

objective of the study is to identify the image satisfaction of the hotel toward the guest. Next,

objective of the study is to investigate whether their services and facilities can satisfied the

tourist or guest need and wants. Finally is to identify the surrounding of the hotel.

1.4 Research Questions/Hypothesis

Based on the objective, the research raised several questions:-

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1) What is the price impact to the guest or tourist toward the hotel?

2) What is tourist or guest expectation and how they can gain their expectation?

3) Can hotel image lead to satisfaction or dissatisfaction?

4) Types of services and facilities in a hotel provide to the guest that led satisfaction or

dissatisfaction?

5) Is the surrounding of the hotel can make the guest satisfied?

Based on the research, it raised several hypothesis:-

1) The more expensive the price of the room rate, the more it will affect the guest

satisfaction.

2) The higher they paid, the more higher their expectation toward the hotel.

3) A better image, create a better satisfaction and so on or otherwise.

4) More good service in a hotel, the more the tourist or guest will be satisfied and so on or

otherwise.

5) The more facilities a hotel provide, the more the guest of hotel will be satisfied or

otherwise.

6) A best attraction, create a good satisfaction toward the tourist.

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7) The increase the number of the tourist so does the tourist and guest satisfaction are being

increase too.

8) A good expectation, create a good satisfaction toward the tourist or hotel guest.

1.5 Definition of Terms

1.5.1 Satisfaction:-

1.5.1.1. The fulfillment or organization of a desire, need, or appetite.

1.5.1.2. Pleasure or contentment derived from such gratification.

1.5.2 Guest:-

1.5.2.1 One who is a recipient of hospitality at the home or table of another.

1.5.2.2 One to whom entertainment or hospitality has been extended by another in the

role of host or hostess, as at a party.

1.5.2.3 One who pays for meals or accommodations at a restaurant and hotel.

1.5.2.4 A distinguished visitor to whom the hospitality of an institution, city

government is extended.

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1.5.2.5 .A person who patronizes a hotel, restaurant and etc for lodging, food or

entertainment it provides.

1.5.3 Hospitality:-

1.5.3.1 Is the relationship between a guest and a host, or the act or practice of

being hospitable that is the reception and entertainment of guests, visitors, or

strangers, with liberality and goodwill.

1.5.3.2 Hospitality frequently refers to the hospitality industry which includes hotels,

restaurants, catering, resorts, attractions, special event and other services for

travelers and tourists.

1.5.3.3 Hospitality is also known as the act of generously providing care and

kindness to whoever is in need.

1.5.3.4 An establishment that provides lodging and usually meals and other services

for travelers and other paying guests.

1.5.3.5 A building in which lodging and other services, often board, and provided

primarily to transients and, less often, to permanent residents.

1.5.4 Tourism:-

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1.5.4.1 Is travel for recreational leisure or business purposes.

1.5.4.2 Is a study of a man away from his usual habitat.

1.5.4.3 Tourism comprises the activities of persons travelling to and staying in

places outside their usual environment for not more than 1 consecutive year

for leisure, business and other purposes.

1.5.5 Tourist:-

1.5.5.1 The World Tourism Organization (WTO) defines tourists as people who

travel to and stay in places outside their usual environment for more than 24

hours and not more than one consecutive year for leisure, business and other

purposes not related to the exercise of an activity remunerated from within

the place visited.

1.5.5.2 A tourist is one who travels away from home for a distance of at least 50

miles (one way) for business, pleasure, personal affairs, or any other purpose

except to commute work, whether he stays overnight or returns the same day.

1.5.6 International tourism:-

1.5.6.1 It can be divided to two types that is:

1.5.6.1.1 Inbound Tourism

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1.5.6.1.1.1 Tourist that visit to a country by nonresidents

1.5.6.1.2 Outbound tourism

1.5.6.1.2.1 Visited by residents of a country of another country.

1.5.7 Domestic tourism:-

1.5.7.1 Visits by residents of a country to their own country.

1.5.8 Service:-

1.5.8.1 It is a work that been done by people to fulfill the guest need and wants

like

customer service, food service, maintenance, security, F&B and many more.

1.5.8.2 The service provided by the hotel is done by human in many departments in

the hotels to help the organization to fulfill their guest need and wants during

their stay at the place.

1.5.9 Facilities:-

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1.5.9.1 It is a type of physical things that have in the hotels to help them to attract the

tourist.

1.5.9.2 The facilities that a hotel always provide to their guest

swimming pools, sauna, shops and many more.

1.6 The Delimitations

This research also has subject to several limitations. First, the population sample

obtained by the survey instrument presented some challenges due to insufficient information.

Second, the study did not achieve objectives because data collections focus in one area. Third,

the Pulau Pangkor is one of the tourist attraction places but there is limitation of tourist because

it depends on the seasons. Tourist travel to other places depends on their need and wants and also

seasons. Therefore there are limitation of direct information to get from the tourist that travel at

Pulau Pangkor and guest that stay at the accommodations that have in that place like hotel, resort

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and many more. But, I hoped that such limitations could suggest and encourage additional

directions and guidelines for future study.

1.7 Significance of the study

The findings of this research will benefit at least some group of the people. With this

research the tourist or guest can get to know more about the satisfaction of tourist towards the

place that they stay at the hotel. So, it makes the guidelines for each tourist to plan to take and

rent a nice and better accommodation to stay before they came to the place for business,

vacation, education and many more. It help the tourist or guest to effectively safe their time and

money.This research hopefully can guide the tourist or guest to prepare well and know about the

place that they want stay so that it can satisfy their need and want when they are stay at the place.

Chapter II:

THE REVIEW OF THE RELATED LITERATURE AND THEORETICAL

FRAMEWORK

2.1 Introduction

In this chapter, reviews about the answer of the questions on the chapter one before based

on objectives of the research from various books and journals. This chapter divided into

two sections. The first section is the literature review, which based on the overall

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conclusion and also based on the question discover about tourist or guest satisfaction

toward the hotel that they stay. The second section provides the conceptual framework

based on conclusions on first section.

2.2 Literature Review

2.2.1 Journal 1- Price impact on Guest Satisfaction

According to Mattila (2003), the price plays a significant role in the perception guests

have towards the value and quality of the hospitality product they are buying. Then, guest simply

expects to receive a higher level of service when they pay more for the service (Matzler et al.,

2006). The hotel industries inform that the higher performing yields result in higher guest

expectations. Assuming that the product delivery and service quality is static regardless of price

fluctuations, higher expectations also often consequentially result in lower guest satisfaction.

This article explain the impact price has on guests price perception, and it will also explain how

guests value perception, loyalty and expectations are related to the price they pay.

According to the Matzler (2006), guest purchasing behavior was directly influence by

price perception. If their value perception is negative, it make the hotel guest could not choose

not to purchase from the hotels. It shows us that the price perception directly influences guest

satisfaction, repurchase intentions and probability of recommending to others (Cited in Matzler

et al., 2006). Other than that, price can serve as a signal or cue for guest to determine the quality

of an offer. Guest that paying high price expected to get high expectation toward the service

quality from the hotel that they stay.

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Price play an importance role to the guest and it was supported by a market profile study

done by the CLIA in U.S.A. It show us that participant rated price as important factor in decision

making. The important of price-value or what can be referred to as the value perception guests

have towards the hospitality product and service offered.

According to Jones and Suh (2000) meaning of the overall satisfaction is

moment of truth by suggesting that there are 2 types of guest satisfaction (Cited in Gilbert et

al., 2006, p. 300). The first type is the transaction specific satisfaction. The meaning of that is

specific encounter with an organization. The second type is the overall satisfaction. The

meaning of that is a cumulative construct summing satisfaction which more represents the

guests general attitude towards the products or services received. Research also shows that

loyalty, satisfaction and service quality is closely linked.

According to Petrick (2004) research, expectation has linear relationship to value.

Therefore, lower expectations and vice verse can be get from low price paid for a hospitality

experience. Monroe (1990) supports this theory by stating that Buyers perception of value

represents a balance between the quality of benefits they perceive in the product relative to the

sacrifice they perceive by paying the price (Cited in Matzler et al., 2006, p. 181). Then, the

expectation guest can be gain by them is based on day to day experience as customers. There is

also other factor that influence guests expectations that is through word of mouth, personal need,

eternal communication and past experience (Williams et al., 2003, p. 63). This creates difficulties

for a hospitality company to understand their customers individual expectations by the previous

factors like word of mouth and so on.

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In conclusion, studies show us that perception influences guest purchasing decisions,

and it cause some of the guest are switch to other companies if they experience a poor price

perception. Poor price perception had an adverse effect on overall satisfaction and loyalty. In US

nation study, show us that price is a second important factor in making a booking decision. The

need by hospitality companies to offer a strong-value proposition that includes superior service

to their guest. The guests pay tend to influence value more than quality, which suggests that price

satisfaction has a greater influence on loyalty than quality. However, it is important to

understand that loyalty, which is a product of overall satisfaction (service, quality and price), is

associated with more favorable price tolerance. This means that hospitality companies with more

satisfied and loyal guests are able to charge a higher premium for the experience they offer.

2.2.2 Journal 2 - Customer loyalty in the hotel industry: The role of customer satisfaction and

image.

The hotel industry known as a global industry with producers and customers spread

around the world. The use of hotel facilities such as room, restaurant, bar, nightclub or health

club is no longer considering a luxury because these services have become a part of their

lifestyle. The demand and supply of the hospitality services beyond that of the traditional service

intended for travelers have increase the growth of the hospitality industry globally. Hospitality

manager believe that firms can improve their profits by satisfying customers. However,

satisfying customers alone is not enough, since there is no guarantee that satisfied customers will

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return to purchase. It is now becoming apparent that customer loyalty is significantly more

important than customer satisfaction in a business organizations success.

According to the Julanderet al., 1997, there are 2 dimensions to customers loyalty that is

behavioral and attitudinal. The behavioral dimension refers to a customers behavior on repeat

purchases, indicating a preference for a brand or a service over time (Bowen and Shoemaker,

1998). The attitudinal dimension refers to a customers intention to repurchase and recommend,

which are good indicators of a loyal customer (Getty and Thompson, 1994).

Customer satisfaction is an important in an industry. According to Getty and Thompson

(1994) studied relationships between quality of lodging, satisfaction, and the resulting effect on

customers intentions to recommend the lodging to prospective customers. Customer intention

recommend are a function of their perception of both their satisfaction and service quality with

the lodging experience. It can be conclude that there are positive relationship among customer

satisfaction and customer loyalty.

According Mazanec (1995) found that the image to be positively associated with

customer satisfaction and customer preference (a dimension of customer loyalty) in luxury

hotels. This brings to a desirable image leads to customer satisfaction and customer preference,

while an undesirable image may lead to dissatisfaction.

According to the journal, a hotel image and customer satisfaction with food and

beverage, reception, housekeeping, and price are important factors in determining a customers

intention to repurchase, to recommend, and exhibit loyalty. Among these determinant factors,

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hotel image and customer satisfaction with housekeeping are the major considerations when

customers repurchase, recommend, and exhibit loyalty.

In conclusion, developing customer loyalty depends, not only on the hotels ability to

increase customer satisfaction in terms of service performance, but also on its ability to establish

a favorable image. Various aspects of the hotel operation, including the seven services marketing

variables are managed and marketed in accordance with the hotels image. The hotel room and

the ability and willingness of housekeeping to offer superior service were the most important

factors determining customer loyalty. Therefore, suggests that any efforts towards quality

improvement in a hotel should focus primarily on ensuring customer satisfact

housekeeping. The hotel manager should focus more in the hotel housekeeping to make the

customers satisfaction to be satisfied and also from other department. According to the journal, it

explains about the study to contribute to the growing in services management and hospitality

management. The strength of this research lies in the fact that it provides an actionable focus for

the management of chain hotels in their pursuit of a competitive advantage. The authors

conclude that an organizations long-term success in a market is essentially determined by its

ability to expand and maintain a large and loyal customer base. Hotel organizations must develop

and maintain their customers loyalty or, as is true in the majority of relationships, risk losing it

to someone else.

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2.2.3 The significance of the literature to the problem under study.

An analysis of the questions is:-

2.2.3.1 What is the price impact to the guest or tourist toward the hotel?

According to Mattila (2003), the price plays a significant role in the

perception guests have towards the value and quality of the hospitality product

they are buying. Then, guest simply expects to receive a higher level of service

when they pay more for the service (Matzler et al., 2006). The hotel industries

inform that the higher performing yields result in higher guest expectations.

Assuming that the product delivery and service quality is static regardless of price

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fluctuations, higher expectations also often consequentially result in lower guest

satisfaction.

According to the Matzler (2006), guest purchasing behavior was directly

influence by price perception. If their value perception is negative, it make the

hotel guest could not choose not to purchase from the hotels. It shows us that the

price perception directly influences guest satisfaction; repurchase intentions and

probability of recommending to others (Cited in Matzler et al., 2006). Other than

that, price can serve as a signal or cue for guest to determine the quality of an

offer. Guest that paying high price expected to get high expectation toward the

service quality from the hotel that they stay.

Price play an importance role to the guest and it was supported by a

market profile study done by the CLIA in U.S.A. It show us that participant rated

price as important factor in decision making. The important of price-value or what

can be referred to as the value perception guests have towards the hospitality

product and service offered.

2.2.3.2 What is tourist or guest expectation and how they can gain their expectation?

According to Petrick (2004) research, expectation has linear relationship

to value. Therefore, lower expectations and vice verse can be get from low price

paid for a hospitality experience. Monroe (1990) supports this theory by stating

that Buyers perception of value represents a balance between the quality of

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benefits they perceive in the product relative to the sacrifice they perceive by

paying the price (Cited in Matzler et al., 2006, p. 181). Then, the expectation

guest can be gain by them is based on day to day experience as customers. There

is also other factor that influence guests expectations that is through word of

mouth, personal need, eternal communication and past experience (Williams et

al., 2003, p. 63). This creates difficulties for a hospitality company to understand

their customers individual expectations by the previous factors like word of

mouth and so on.

2.2.3.3 Can hotel image lead to satisfaction or dissatisfaction?

According Mazanec (1995) found that the image to be po

associated with customer satisfaction and customer preference (a dimension of

customer loyalty) in luxury hotels. This brings to a desirable image leads to

customer satisfaction and customer preference, while an undesirable image may

lead to dissatisfaction.

2.2.3.4 Types of services and facilities in a hotel provide to the guest that led satisfaction

or dissatisfaction?

According to the journal of Customer loyalty in the hotel industry, a hotel

image and customer satisfaction with food and beverage, reception, housekeeping,

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and price are important factors in determining a customers inten

repurchase, to recommend, and exhibit loyalty. Among these determinant factors,

hotel image and customer satisfaction with housekeeping are the

considerations when customers repurchase, recommend, and exhibit loyalty.

According to the A Different Perspective to Hotel Attribute Importance

Investigation, again the highly significant Chi-square test for the cross tabulation

with the star ratings should be taken as indicative only. The most distinct

differences include the feeling that the offer war bad quality. This statement is

made by business guest staying in five star graded accommodations only.

Similarly this group of business travelers states to have been disappointed by the

service and the personnel in general far more than the others. On the other hand,

cleanliness and noise problems are mentioned by guests staying in the lower three

categories more often. Finally the basics bed and food are stated most often

by members of the one- and two-star accommodation group among the business

guests.

2.2.3.5 Is the surrounding of the hotel can make the guest satisfied?

The location of any lodging property includes more than one component. At

the very least, two factors are involved:

-distance from, or access to, one or more specific places, such as a beach,

city centre, airport or highway;

-neighborhood amenity or quality, such as quietness, views from rooms,

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nature of the propertys surroundings.

These factors have been identified in research on housing location (e.g. Bartik

and Smith, Dubin; other writers suggest that location may be broken into three or

more components. For example, Werczberger and Berechman are propose that

location consists of:

- Accessibility

- The characteristics of the properties site itself.

2.3 Conceptual Framework

Based on the results from literature review, conceptual framework model has been

developed as illustrated in figure 1.

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Tourist or Guest satisfaction:

-Are they satisfied @dissatisfied?

Hotel/Resort/Chalet/etc

Price

-High

expectation,

when they pay

more for the

service.

-It influences

guest

satisfaction.

NewExpectation

How guest gain expectation:

-Day to day experience

- Word of mouth

-Personal Need & etc

Surrounding of

the Hotel:-

-Location of

the hotel

- Cleanliness

- View

-Nature

ImageFacilitiesAnd services


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Figure 1: Conceptual Framework

Chapter III:

THE DATA AND THE ANALYSIS OF THE DATA

3.1 The Data Needed and The Means To Obtain Data

In doing the research about satisfaction of hotel guest toward the hotel that they stay

during their vacation, business or leisure purposes will use two types of data sources

which are primary data and secondary data. We are also using instruments to conduct the

data.

3.1.1 Research design

3.1.1.1 Primary data

The primary data are generated using the appropriate methodological framework

and associated methods for data collection and analysis. In this research are uses

within quantitative methodology, primary data are collected using the methods of

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questionnaires. When uses the primary data give advantages in terms of

relevance, appropriate population studied lack of other researcher bias, and lack

of methodological errors. The questionnaires are developed to get the appropriate

data for this research. The questionnaire will be distributed to the tourist or guest

of a hotel. We are also using observation survey to help in our research to make

the data to be better and accurate. The observation makes us close to action, but

slightly apart. The observation was conducted to find out and get some direct

information from the tourist or guest that travel and stay at the hotel. The

interview was done at the actual location of the research. The interview was

carried out by us. Interview with the tourist or known as hotel guest was been

done by us and also we had interview the Manager of the place. It help us to get

some straight data information from our interview that are related with our

research.

3.1.1.2 Secondary data

The secondary data has quick and easy accessibility, low cost, secondary analysis

and richness. So, in this research data have already been collected by a previous

researchers and a second researcher then access that data for this research such as

journals, books and thesis. Based on that, I use desk research for secondary

data. The secondary data that I have used for this research is internet survey,

journal, and other survey that are related to this research.

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3.1.2 Instrument

The questionnaire was designed to obtain information about the

satisfaction that they get from the hotel that they stay for vacation, business trip,

holiday, education and for other purposes. The data contributed 27 attributes and

the data collection instrument consisted of a 7 part/section. The first part of the

questionnaire was designed to view the demographic of respondents in section

A. In section B, the respondents will be asked about their price perception of the

room rate or price rate at hotel that they are stayed. Section C and D are

describe about the guests expectation and hotel image. Then, in section E the

respondents will be asked about the hotel facilities and services that been

provided by the hotel to them. Section F and G are about hotel surrounding and

their opinion regarding the hotel and others. All the part in this questionnaire are

been developed to identify, to know and understand about hotel

satisfaction toward the hotel.

3.2 Sampling

3.2.1 Technique

The sampling technique used in the survey is non-probability sampling for

questionnaire. The sample used is convenience sampling among

respondents. The sample used only to the tourist or guest of a hotel when the

survey was conducted.

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3.2.2 Population

The target population of the questionnaire consisted of tourists or hotel guests

(n=50) whether they are domestic or international. It is because both of the

respondents are equal because they are the same people. If they are tourists, so

they will be a guest of a hotel if they stay at a place and so on. Therefore, this will

help and get us an exact data and correct information to this research.

3.3 The Specific Analysis of the Data for Each Sub-Problem

The data analysis based on the research objective. Four of objective use questionnaires

method. After sorting out the invalid questionnaires, data were coded, computed, and analyzed

using the Statistical Package for Social Sciences (SPSS). All the attributes in the questionnaire

for respondents are given except some part of Section A: Demography for easier to analyze using

the Statistical Package for Social Sciences (SPSS).

3.3.1 The objectives from questionnaire are:

a) To know the price impact to the tourist or guest.

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The analysis techniques used is descriptive statistical The independent variable uses

are Multivariate Analysis of Variance (MANOVA) was used to analyze the difference

of room rate or price rate of a room and what do you think about the room rate or price

in section B.

b) To investigate tourist or guest expectation of the hotel.

Firstly, the analysis techniques used is descriptive statistical because to define the

frequency of respondents strongly satisfied when looked at independent variable.

The data about is about the guest expectation in the section C, the variables uses in

the data are cleanliness, safety, adequacy, comfort, viewing and overall and also the

gain of expectation. Secondly, T Test was used to statistical analysis to different

ship the level of satisfaction between female and male of the hotel.

c) To identify the image satisfaction of the hotel toward the guest.

In the section D are about opinions from the respondents. Question about this

objective is whether the image of a hotel plays an important part or role in their life

and was uses to compare with the satisfaction or dissatisfaction of tourist toward the

hotel with Independent Sample T Test. One independent variables are used in this

analysis are do to determine it.

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d) To investigate the services and facilities can satisfied the tourist or guest need and

wants.

Firstly, the analysis techniques used is descriptive statistical because to define the

frequency of respondents type of the service and facilities when l

independent variable. The data about is the services and facilities in the section E,

the variables uses in the data for service is dinner reservation, F&B services,

recreational services, and so on, meanwhile for facilities are swimming pool, Wi-Fi,

gymnasium, wakeup call and many more. Secondly, T Test was used to statistical

analysis to different ship the level of satisfaction between the facilities and services

of the hotel.

e) To identify surrounding of the hotel.

The analysis techniques used is descriptive statistical The independent variable uses

are Multivariate Analysis of Variance (MANOVA) was used to analyze the

difference of derived factors in relation to respondent with the surrounding of the

hotel that attract or satisfied the tourist and to know their need and wants to the types

of surrounding.

28


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SECTION D:HOTEL IMAGE image. The image is whether the image

play an important role or not and does it

give them satisfaction.

SECTION E: HOTEL FACILITIES &

SERVICES

This section question is regarding to the

facilities and services that provide to the

guest. It is about the satisfaction that the

guest gets and also about the types of

facilities and services provided by th

hotel.

SECTION F: HOTEL SURROUNDING

This section containing question related to

the surrounding of the hotel. This part areexplaining whether they are satisfied or not

and also the types.

SECTION G: OPINION

In this section, it tell us about the guest or

tourist opinion, idea and suggestion toward

the experience that they have and gain

from present, past and future.

Table 1: Questionnaire Design

30


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3.5 The Outline of the Proposed Study

Table 2: Grants Chart

31

Week

Activities

1 2 3 4 5 6 7 8 9 10 11 12 13 14

1. Background reading

2. Find related Journal and

understand

3. Find problem statement

4. Doing research hypothesis

/ objectives5. Literatures review

6. Develop methodology

7. Prepare the questionnaire

8. Data analysis

9. Prepare research

proposal

10. Final outcome


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Chapter IV:

REFERENCES

1) Adrian O. Bill (1994). Pricing a motel location. International Journal of Contemporary

Hospitality Management, 6, (6), 10-15.

2) S. Dolnicar, (2002). Business Travelers Hotel Expectations and Disappointments: A

Different Perspective to Hotel Attribute Importance Investigation. Asia Paci_c Journal of

Tourism Research, 7,(1), 29-35.

3) Andreas Viklund (2010). Take The Path Less Ordinary. WordPress. Retrieved on January

13, 2010, from http://outskirtoutreach.org/pangkor-is-perfect/

4) Pulau Pangkor.com (2004-2010). Getting around in Pangkor is easy. If you know how!

Retrieved on January 13, 2010, from http://www.pulau-pangkor.com/getting-around-in-

Pangkor.html

32
http://outskirtoutreach.org/pangkor-is-perfect/http://www.pulau-pangkor.com/getting-around-in-Pangkor.htmlhttp://www.pulau-pangkor.com/getting-around-in-Pangkor.htmlhttp://outskirtoutreach.org/pangkor-is-perfect/http://www.pulau-pangkor.com/getting-around-in-Pangkor.htmlhttp://www.pulau-pangkor.com/getting-around-in-Pangkor.html


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5) Pulau Pangkor.com (2004-2010). Introduction to Pangkor. Retrieved on January 13,

2010, from http://www.pulau-pangkor.com/introduction-to- Pangkor.html

6) Pulau Pangkor.com (2004-2010). Pangkor beaches: Pangkor beaches are the cleanest

beaches in West Malaysia, great swimming and other water pleasure. Retrieved on

January 13, 2010, from http://www.pulau-pangkor.com/Pangkor-beaches.html

7) (2004-2010). Pangkor island attraction. Retrieved on January 13, 2010,

http://www.pulau-pangkor.com/Pangkor-Island.html

8) Peter. (2004-2010). Pulau Pangkor Paradise Island in Malaysia. Retrieved on January 13,

2010, from http://www.pulau-pangkor.com/

9) Pulau Pangkor.com (2004-2010). Pangkor Hotel: "Pangkor hotels come in all price

ranges, here's the review of my favorite hotels on the island". Retrieved on January 13,

2010, from http://www.pulau-pangkor.com/Pangkor-hotels.html

10) Patrik Hellstrand (2010). Price Impact on Guest Satisfaction. Hysndicate network. USA

Hospitality net. Retrieved on January 24, 2010,

http://www.hospitalitynet.org/news/4044870.search?query=journal.

33
http://www.pulau-pangkor.com/introduction-to-%20Pangkor.htmlhttp://www.pulau-pangkor.com/Pangkor-beaches.htmlhttp://www.pulau-pangkor.com/Pangkor-Island.htmlhttp://www.pulau-pangkor.com/http://www.pulau-pangkor.com/Pangkor-hotels.htmlhttp://www.hospitalitynet.org/news/4044870.search?query=journalhttp://www.pulau-pangkor.com/introduction-to-%20Pangkor.htmlhttp://www.pulau-pangkor.com/Pangkor-beaches.htmlhttp://www.pulau-pangkor.com/Pangkor-Island.htmlhttp://www.pulau-pangkor.com/http://www.pulau-pangkor.com/Pangkor-hotels.htmlhttp://www.hospitalitynet.org/news/4044870.search?query=journal


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11) Jay Kandampully & Dwi Suhartanto (2000). Customer Loyalty In The Hotel Industry:

The Role Of Customer Satisfaction and Image. New Zealand. International Journal of

Contemporary Hospitality Management. Retrieved on January 22, 2010

http://www.emeraldinsight.com/Insight/ViewContentServlet?

Filename=Published/EmeraldFullTextArticle/Articles/0410120601.html

12) William Collins Sons & Co. Ltd (6th edition 2003). Definition of guest. Harper Collins

publisher 1991, 1994, 1998, 2000, and 2003. Retrieved on February 24, 2010 from

http://www.thefreedictionary.com/guest

13) Charles MacKinnon (2008). Hospitality. Wikipedia, free encyclopedia. Retrieved on

February 24, 2010 from http://en.wikipedia.org/wiki/Hospitality.

14) Houghton Mifflin (2009). Satisfaction. Yahoo education, e-reference. Retrieve on

February 25, 2010 from http://education.yahoo.com/reference/dictionary/entry/satisfaction.

15) Raslinda Mohd Ghazali (2008/2009). Introduction to communication - Tourism. College

of Arts and Science UUM.

34
http://www.emeraldinsight.com/Insight/ViewContentServlet?Filename=Published/EmeraldFullTextArticle/Articles/0410120601.htmlhttp://www.emeraldinsight.com/Insight/ViewContentServlet?Filename=Published/EmeraldFullTextArticle/Articles/0410120601.htmlhttp://www.thefreedictionary.com/guesthttp://en.wikipedia.org/wiki/Hospitalityhttp://education.yahoo.com/reference/dictionary/entry/satisfactionhttp://www.emeraldinsight.com/Insight/ViewContentServlet?Filename=Published/EmeraldFullTextArticle/Articles/0410120601.htmlhttp://www.emeraldinsight.com/Insight/ViewContentServlet?Filename=Published/EmeraldFullTextArticle/Articles/0410120601.htmlhttp://www.thefreedictionary.com/guesthttp://en.wikipedia.org/wiki/Hospitalityhttp://education.yahoo.com/reference/dictionary/entry/satisfaction


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