MARKETING IN HOSPITALITY SECTOR –

A STUDY OF SELECT HOTELS

This questionnaire seeks to find out the presence of multisensory stimuli as a tool to market
hospitality. The information collected will be kept confidential and used for academic purposes
only.

PART - 1

1. Name
2. Gender Male Female
3. Age Below 20 20 – 29 years 30 – 39 years
40 – 49 year 50 – 59 years 60 or Above
4. Marital Status Single Married
5. Education Intermediate Graduate Postgraduate
6. Occupation Student Homemaker Business Employed in
Public Sector Employed in Private Sector Retired
7. Household monthly Less than 25,000 25,001 - 50,000
income
50,001 - 75,000 75,001 - 1,00,000
Over 1,00,000
8. How often do you visit a Very Often Often Some times Rarely
Luxury Hotel?
9. Approximate amount Less than 2,000 2,000- 4,000
spent per visit at a
4,000 - 6,000 6,000 - 8,000
Luxury Hotel.
8,000 - 10,000 More than 10,000

PLEASE RANK THE FOLLOWING FACTORS: 1 = LEAST IMPORTANT and 5 = MOST IMPORTANT

Please rank the factors that influence your selection of a Hotel.

1. Past Experience 1 2 3 4 5
2. Budget 1 2 3 4 5
3. Discounts 1 2 3 4 5
4. Amenities 1 2 3 4 5
5. Hotel Reputation 1 2 3 4 5
6. Recommendations 1 2 3 4 5
7. Online reviews/Website 1 2 3 4 5
8. Advertisement 1 2 3 4 5
9. Location 1 2 3 4 5
10. Regular visitor here 1 2 3 4 5
11. Service 1 2 3 4 5
12. Food 1 2 3 4 5
13. Atmosphere 1 2 3 4 5
Please rank what according to you are the important elements of the Ambience in a Luxury
Hotel.
14. Colour Scheme 1 2 3 4 5
15. Ambience Fragrance 1 2 3 4 5
16. Music Played 1 2 3 4 5
17. Décor 1 2 3 4 5
18. Layout 1 2 3 4 5
19. Cleanliness 1 2 3 4 5
20. Lighting Effect 1 2 3 4 5
21. In-House Advertisement 1 2 3 4 5
22. Upholstery 1 2 3 4 5
23. Temperature 1 2 3 4 5
24. Ventilation 1 2 3 4 5
25. Open Kitchen 1 2 3 4 5
26. Uniform and Grooming of the Staff 1 2 3 4 5
Please rank which sense influences you the most in a Luxury Hotel.
27. Sight 1 2 3 4 5
28. Sound 1 2 3 4 5
29. Smell 1 2 3 4 5
30. Touch 1 2 3 4 5
31. Taste 1 2 3 4 5

Please tick how the Luxury Hotel music controls and improves your mood.
32. Entertainment - It lifts the mood and passes the time
33. Revival – It revitalizes and calms the mood
34. Strong sensation - It provides deep, thrilling emotional experiences
35. Diversion – It distracts the mind from unpleasant thoughts
36. Discharge – It releases emotions : purging and cleansing
37. Mental work – It encourages daydreaming, Nostalgia
38. Solace – It helps share emotions, experiences and connects to someone

PART – 2

PLEASE TICK THE FOLLOWING ACCORDING TO YOUR PERCEPTION:

1= Not at all 2= Slightly 3= Moderately 4= Very Much 5= Extremely
1. Loud music influences my food and beverage selection. 1 2 3 4 5
2. Music tempo of the Luxury Hotel influences my dining speed. 1 2 3 4 5
3. Music of the Luxury Hotel decreases my perception of waiting time. 1 2 3 4 5
4. Music of the Luxury Hotel builds a positive "take-away" dining 1 2 3 4 5
experience.
5. Music played in the Luxury Hotel suits time of the day. 1 2 3 4 5
6. The ambience scent of the Luxury Hotel is pleasant and welcoming, 1 2 3 4 5
which improves my mood.
7. The ambience smell enhances my Hotel experience. 1 2 3 4 5
8. The efficiency of food service is a determining factor for me to visit 1 2 3 4 5
the Hotel again.
9. A healthy menu with nutritive value helps me in making the choice to 1 2 3 4 5
order a dish.
 PLEASE TICK THE FOLLOWING APPROPRIATELY:
1= Strongly Disagree, 2= Disagree, 3= Neither disagree nor agree, 4= Agree, 5= Strongly Agree
S. No.
1. The Hotel efficiently uses Natural Lights. 1 2 3 4 5
2. Softened lights increase my well being sensation and the time spent at 1 2 3 4 5
a point of sale.
3. Artificial and intense lights increase my dynamism (pace of activity). 1 2 3 4 5
4. The Luxury Hotel effectively uses the right type of lights at the right 1 2 3 4 5
places to generate sales.
5. The Uniform and Grooming of the Hotel Staff is attractive. 1 2 3 4 5
6. The Hotel’s staff has a welcoming body language and smile. 1 2 3 4 5
7. The Ambience Colour Scheme favourably stimulates me. 1 2 3 4 5
8. The Seating Arrangement of the Hotel gives a feeling of space. 1 2 3 4 5
9. The Advertisements of the Hotel are attractive. 1 2 3 4 5
10. The Interior Colour of the Hotel encourages my decision to stay 1 2 3 4 5
longer, leading to increase in consumption.
11. The Visual Texture of the Walls, Upholstery and Furnishing creates a 1 2 3 4 5
spatial effect.
12. The Lobby, Rooms, Tableware and Washrooms are clean and 1 2 3 4 5
attractive.
13. The Colour and Appearance of the food attracts and attribute to the 1 2 3 4 5
edibility of the food.
14. The Types of Music played in the Hotel are in accordance with the 1 2 3 4 5
themes of the area.
15. The Noise in the Hotel overpowers the music played. 1 2 3 4 5
16. The Loud Noise in the Hotel influences my taste perceptions. 1 2 3 4 5
17. The Loud Music in the Hotel makes me dynamic and excited. 1 2 3 4 5
18. The Type of Music played influences my duration of time spent in the 1 2 3 4 5
Hotel.
19. The Extra Duration Spent in the Hotel makes me order more. 1 2 3 4 5
20. Sound of Food influences my perception of texture, quality and 1 2 3 4 5
freshness of food. ( hard soft crispy, sticky, liquid)
21. The sound of Sizzles, Seasoning And Flare-Ups of the kitchen 1 2 3 4 5
interests me towards the dishes cooked.
22. The Hotel uses the latest TV and Sound Systems. 1 2 3 4 5
23. The Ambience Smell is the Hotel’s Signature Scent which leads to 1 2 3 4 5
Brand Recognition and Identification.
24. The smell gives me a Perception of Clean and Fresh Ambience. 1 2 3 4 5
25. The smell used in the Lobby area of the hotel impresses me for the 1 2 3 4 5
quality of that area.
26. Scent enables me to consider the product to be of a higher quality. 1 2 3 4 5
27. Aroma of the food adds to my taste. 1 2 3 4 5
28. The aroma of the food increases my appetite. 1 2 3 4 5
29. The aroma of the food makes me order more. 1 2 3 4 5
30. The texture of the food served gives me a good quality feel. 1 2 3 4 5
31. The weight of the tableware (cutlery, crockery and glassware) 1 2 3 4 5
influences my perception of quality.
32. The Luxury Hotel toiletries smell of being high-quality products. 1 2 3 4 5
33. The texture of the upholstery and linen used in the Luxury Hotel gives 1 2 3 4 5
a rich, smooth and comfortable feeling.
34. The furniture of Luxury Hotel is comfortable to be used for longer 1 2 3 4 5
hours.
35. The general touch of the Luxury Hotel makes me feel good. 1 2 3 4 5
36. The temperature of the food served affects my mood. 1 2 3 4 5
37. The texture of the food influences my satiation (to satisfy to the full) 1 2 3 4 5
levels.
38. The Luxury Hotel provides a variety of Bath Salts. 1 2 3 4 5
39. The Hotel’s staff welcomes with a warm and friendly handshake. 1 2 3 4 5
40. The Luxury Hotel’s food’s mouthfeel is satisfying to me. 1 2 3 4 5
41. The Hotel serves the food and beverages with proper temperature 1 2 3 4 5
which adds to their flavour.
42. The quantity of the food served by the Hotel is sufficient. 1 2 3 4 5
43. Spicy food discourages me to eat. 1 2 3 4 5
44. The Hotel’s menu offers a variety of cuisines to cater to different 1 2 3 4 5
tastes.
45. The Hotel’s menu is reasonably priced. 1 2 3 4 5
46. Basic dish description available on the Hotel’s menu does not help me 1 2 3 4 5
in decision making.
47. The Hotel menu gives information about the dish’s nutritive value. 1 2 3 4 5
48. An open kitchen adds to the transparency and trust regarding the 1 2 3 4 5
ingredients used and the manner in which the food is cooked.
49. The total experience in the Luxury Hotel is a satisfying journey. 1 2 3 4 5
50. The Hotel uses the latest user friendly technology. 1 2 3 4 5
51. The Hotel website gives me complete and update information, 1 2 3 4 5
creating a pleasurable experience online?
52. This online experience tempts me to visit and experience the Hotel? 1 2 3 4 5
53. Futuristic online multisensory marketing is an effective strategy to suit 1 2 3 4 5
the needs of the users and produce positive behavioral intentions,
leading to better revenue for the Hotels.