International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 (IJM) INTERNATIONAL JOURNAL OF MANAGEMENT 6510(Online), Volume

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ALTERNATIVE ACCOMMODATION MARKET IN PONDICHERRY: A STUDY OF TOURISTS EXPECTATIONS AND EXPERIENCES USING SERVQUAL
N. Gunasekaran1, Sangeeta Peter, Jijo George and S.Victor Anandkumar
Department of Management Studies Pondicherry University, Puducherry 605014
1 Corresponding Author

Doctoral research scholar Department of Management Studies Pondicherry University Puducherry 605 014 Email: aaapuducherry@gmail.com

ABSTRACT Background: Alternative Accommodation market refers to private homes that are available for commercial use for tourists. Such non-traditional accommodation businesses are becoming popular with tourists to Pondicherry. Purpose: The purpose of this research study is to assess the gap between tourists expectations and experiences in the Alternative Accommodation market in Pondicherry. Methodology: This is an empirical study using primary data collected from guests at Alternative Accommodation enterprises using a structured questionnaire consisting of a 5-point Likert Scale. The data collection instrument is designed using the ServQual model. Findings: The findings reveal the performance of Alternative Accommodation on the ServQual dimensions. This study identifies the gap between expectation and actual experience of the tourists in Alternative Accommodation and highlights the aspects to improve upon. Practical Implications: The findings will be useful to the managers to fine tune their product, prioritize their service offerings in order to adapt to the expectations of the tourists. The results of this study can also help other groups such as individual entrepreneurs and self-help groups (SHGs) who seek to enter this market.
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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online), Volume 3, Issue 3, September- December (2012)

Originality/Value: Alternative Accommodation market in India is unconventional and underresearched. This study illustrates the use of ServQual in studying this segment and provides insights on the relationship between tourists expectations and experiences. Keywords: Alternative Accommodation, tourists satisfaction, tourists expectation, tourists perception, ServQual, Gap analysis, Pondicherry.

INTRODUCTION Hotels are considered as a traditional type of tourist accommodation (Radder and Wang, 2006). However tourists are increasingly opting for alternative accommodation which refers to guest houses, commercial homes and service apartments. These are aimed to provide short term lodging options to tourists on a paid basis (Gunasekaran and Anandkumar, 2012). This paper aims to identify the gap between tourists expectation and experience in the Alternative accommodation market in Pondicherry. Pondicherry is a small town located in the South-East coast of India with a history dating back to the second century. Known for its French connection, Aurobindo Ashram, heritage buildings and beaches, it attracts tourists from world over. Apart from the traditional hotels, Pondicherry has been witnessing a growth in alternative accommodation (Gunasekaran and Anandkumar, 2012). LITERATURE REVIEW Accommodation is an important aspect of a destinations offering (Henning and Willemse, 1999) and plays an important role in the destination experience. Lodging options for a tourist range from traditional hotels to alternative accommodations. The increasing role of alternative accommodation providers was predicted by Reynolds and Emenheiser (1996). Changing preferences of customers (Dawson and Brown, 1998), increase in competition, fragmented market, and growth in communication technology (Novelli, 2005; Scarinci and Richins, 2008) were the reasons cited for the growth of alternative accommodations. An understanding of the alternative accommodation and classification of the same has been provided by researchers (Foxley, 2001; Canwell and Sutherland, 2003; Professional Association of Inn keepers International (PAII), 2009). There are three types of Alternative Accommodation: Service Apartments, Guest houses and Commercial homes. Commercial homes have been further classified into Home Stay, Bed and Breakfast Inn, Bed and Breakfast Cottages, Bed and Breakfast Hotels and Country Inn. Service Apartments are self contained units with additional services and aim at providing short term stay (Foxley, 2001). Guest houses have limited number of rooms and facilities (Canwell and Sutherland, 2003). Commercial homes on the other hand refer to a type of alternative accommodation where-in a guest stays with the host, in latters home on a paid basis (Lynch, 2005; Lynch, McIntosh and Tucker, 2009; McIntosh, Lynch, Sweeney, 2010).
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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online), Volume 3, Issue 3, September- December (2012)

Research indicates an increase in the popularity and growth of Alternative Accommodations (Dawson and Brown, 1998; Ingram, 2002; PAII, 2005). In India, particularly Pondicherry, despite the growth of Alternative Accommodation there is no empirical study conducted on the Tourists expectation and experience of Alternative Accommodation. This study aims to fill that void. Customer satisfaction is the result of subjective comparison of expectation and perception (Oliver, 1981; Oh, 1999). Expectations predicts what should happen (Teare, 1998), are beliefs against which customers judge the performance and is influenced by customers needs, staff promises, word of mouth communication, and past experience (Zeithaml and Bitner, 2000). A customers perception is affected by image, price, service encounter and evidence of service (Ugboma et al., 2004; Radder and Wang, 2006). A Visitors experience with accommodation is essential for understanding their satisfaction (McIntosh and Siggs, 2005). In specialist accommodation a study by McIntosh and Siggs, 2005 listed five factors namely uniqueness of the environment, personalized attention, homely ambience, quality, and value added information based on which gusts will evaluate their experience in specialist accommodation. RESEARCH METHODOLOGY This is a descriptive study based on primary data collected using a structured questionnaire, through the survey method at the alternative accommodations. The ServQual model (Parasuraman, et. al. 1985) was used to develop the questionnaire. The ServQual dimensions of tangibility, reliability, responsiveness, assurance and empathy were adapted for this study as appearance, ability to perform, willingness to help, knowledge and courtesy and caring individual attention respectively. The tourists were asked to indicate their response on a Five point Likert scale with 5 representing a strong agreement, 1 indicating a strong disagreement and 3 indicating a neutral opinion. The sample comprised 51 tourists. The sampling method used was convenience sampling. The data was collected during Q1, 2012. DATA ANALYSIS AND FINDINGS Profile characteristics Table 1 lists the profile of the respondents namely their demographic and travel characteristics. The guests opting for alternative accommodation are young, well educated, and have moderate income. They are generally first time visitors on a holiday accompanied by friends looking for budget accommodation. 56.9% indicated that alternative accommodation was their first experience in the present trip.

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online), Volume 3, Issue 3, September- December (2012)

Table-1. Sample profile Demographic characteristics Travel characteristics Age Visit Status % 74.5 20-29 First visit 7.8 30-39 Second visit 13.7 40-49 More than two visits 3.9 50-59 Purpose Holiday Country % Wellness Tourism 90.2 (Yoga) India International 9.8 Leisure / Fun Employment_Status % Travel with 16.0 Govt. Alone Private companies 8.0 Friends 23.0 Business Business Partner 4.0 Others Family / Relatives Education_Level % Stay 7.8 2-3 days Schooling 23.6 College 3-4 days 43.1 University more than 4 days Professionals 25.5 Budget < USD 40 Income % 7.8 < USD6000 p.a. USD 40-60 USD6000-10000 p.a. 41.2 USD 60-80 USD10000-14000 p.a. 41.2 > USD 80 9.8 > 14000 p.a. AA Facility First time More than once

% 74.5 5.9 19.6 % 94.1 3.9 2.0 % 9.8 78.4 9.8 2.0 % 41.2 56.9 2.0 % 49.0 9.8 31.4 9.8 % 56.9 43.1

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online), Volume 3, Issue 3, September- December (2012)

Table 2: Expectation Experience Gap Table Variables Modern amenities Visually appealing Smart staffs Host promise Guests solving Average Expectations Average Experiences Gap 4 4 0 Type of Deviation Nil

3.98

3.57

0.41

Negative

4.49 4.06

4.1 4.94 3.59

0.39

Negative

-0.88 Positive 0.65 Negative

probe 4.24

First time itself Service on time Error service

3.94 3.92

4.45 4.02 3.37

-0.51 Positive -0.1 0.65 Positive Negative

free 4.02

Service perform Prompt service Willing to help Response guests Staff behavior Safety Courteous Knowledge reply Individual

4.41 4.63 3.82

4.8 3.31 3.55 4.78

-0.39 Positive 1.32 0.27 Negative Negative

to 3.63

-1.15 Positive

3.86 4.24 4.22 to 3.8

4.12 3.59 3.88 3.39

-0.26 Positive 0.65 0.34 0.41 Negative Negative Negative

3.86

0.14

Negative

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online), Volume 3, Issue 3, September- December (2012)

attention Time convenient Host attention Best interest Understand specific needs 4.76 4.25 3.8 3.96 3.45 4.02 4.04 3.47 1.31 0.23 Negative Negative

-0.24 Positive 0.49 Negative

In order to identify the gap between the tourist expectations and experiences, the difference between the respective mean was calculated. Table 2 details the gap between the tourists expectation and experience. Of the 21 variables studied, the variable modern amenities showed no deviation. The mean value of the experiences of seven variables namely Host promise, Staff skillfulness, Service on time, Service performance, Response to guests, Staff behavior, Best interest was higher than the mean expectations. The score of the mean expectations on the thirteen variables namely visually appealing, smart staff, guests problem solving, error free service, prompt service, willingness to help, safety, courteous, knowledge to reply, individual attention, time convenient, host attention, understand specific needs was higher than the mean experience. To evaluate the gaps in tourists satisfaction with the alternative accommodation enterprises, the 21 variables were grouped under the five ServQual dimensions namely Appearance, Ability to perform, Willingness to Help, Knowledge and Courtesy, and Caring individual attention. Table 3 displays the mean scores on the ServQual dimensions. Table 3: Mean Scores on ServQual Dimensions DIMENSIONS APPEARANCE ABILITY TO PERFORM WILLINGNESS TO HELP KNOWLEDGE AND COURTESY CARING INDIVIDUAL ATTENTION EXPECTATIONS EXPERIENCES 4.16 3.89 4.11 3.89 4.14 4.17 4.02 4.01 4.03 3.74

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online), Volume 3, Issue 3, September- December (2012)

A radar chart (Figure 1) was generated based on the mean scores on ServQual dimensions

CARING INDIVIDUAL ATTENTION

APPEARANCE 4.2 4.1 4 3.9 3.8 3.7 3.6 3.5

ABILITY TO PERFORM EXPECTATIONS EXPERIENCES

KNOWLEDGE AND COURTESY

WILLINGNESS TO HELP

Figure 1: Expectation Experience Gap Analysis Figure 1 reveals that gap exists on two ServQual dimensions of Appearance and Caring, individual attention. DISCUSSION OF RESULTS This study shows that the guests expected the alternative accommodation enterprises to have convenient operating hours, be visually appealing, replete with modern amenities. The staffs were expected to be smart, being able to understand their needs and provide personalized, individualized services. However gaps were found in the above mentioned areas. The alternative accommodation market is still at its infancy and is an entrepreneurial/ small business venture in Pondicherry. The employees are not professionally trained and have basic educational qualification. This probably explains why the host/ employees failed to understand the Guests needs and provide individualized services. SUGGESTIONS AND CONCLUSION To improve the performance it is suggested that the employees be professionally trained. This will help the employees understand the customers needs, their point of view and offer personalized services. Quality of service can be used to differentiate one alternative accommodation from another. Hence aspects of service quality like efficiency, understandability, appearance, language skills and politeness should be stressed upon. Guests who are satisfied with
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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online), Volume 3, Issue 3, September- December (2012)

their stay are likely to become repeat customers and are likely to give positive word of mouth publicity. The findings concerning the alternative accommodation market in Pondicherry will be useful to the managers to fine tune their product, prioritize their service offerings in order to adapt to the expectations of the tourists. The results of this study can also help other groups such as individual entrepreneurs and self-help groups (SHGs) who seek to enter this market. REFERENCES 1. Canwell, D., & Sutherland, J. (2003). Leisure and Tourism, Cheltanham: Nelson Thornes 2. Dawson, C. P., & Brown, T. L. (1988). B & B's: A matter of choice. The Cornell H.R.S. Quarterly, 29(5), 17-21. 3. Foxley, S. (2001). Serviced apartments in the UK a growth sector?, Journal of Property Investment & Finance, 19(1), 79 89. 4. Gunasekaran, N., & Anandkumar, V. (2012). Factors of influence in choosing alternative accommodation: A study with reference to Pondicherry, a coastal heritage town, In: 1st World Conference on Business, Economics and Management, Antalya, Turkey and accepted for publication in Procedia-Social and Behavioral Sciences. 5. Henning, R., & Willemse, C. (1999). Effective guest house management. Kenwyn: Juta & Co. 6. Ingram, G. (2002). Motivations of farm tourism hosts and guests in the South West Tapestry Region, Western Australia: A phenomenological study. Indo-Pacific Journal of Phenomenology, 2(1), 1-12. 7. Lynch, P. (2005). The commercial home enterprise and host: A United Kingdom perspective. International Journal of Hospitality Management, 24(4), 533553. 8. Lynch, P., McIntosh, A., & Tucker, H. (2009). Commercial homes: An international perspective. Oxon: Routledge. 9. McIntosh, A., Lynch, P.A. and Sweeney, M. (2010). My Home is my Castle: Defiance of the Commercial Home Stay Host in Tourism, Journal of Travel Research, 20(1), 111. 10. McIntosh A.J, Siggs A. (2005). An Exploration of the Experiential Nature of Boutique Accommodation. Journal of Travel Research, 44, 74-81. 11. Novelli, M. (2005). Niche Tourism: Contemporary issues, trends and cases. ButterworthHeinemann. 12. Oh H. (1999). Service quality, customer satisfaction, and customer value: A holistic perspective Hospitality Management 18 67-82. 13. Oliver, R.L., (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing 57(3), 25-48. 14. Parasuraman, A., Zeithamal, V.A and Berry, L.L. (1985). SERVQUAL: A multiple-item scale for measuring customer perceptions of service. Journal of Retailing, 64(Spring), 1240. 15. Professional Association of Innkeepers International (PAII) (2005). BandB Industry Facts and Figures: Industry Overview. PAII.
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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online), Volume 3, Issue 3, September- December (2012)

16. Professional Association of Innkeepers International (PAII) (2009). Frequently asked questions: Are there different types of B&Bs?, Retrieved February 10, 2009, from http://www.paii.org/paii_faqs.asp. 17. Radder, L., & Wang, Y. (2006). Dimensions of guest house service: Managers' perceptions and business travellers' expectations, International Journal of Contemporary Hospitality Management, 18(7), 554-562. 18. Reynolds, J., & Emenheiser, D. (1996, March). Marketing issues related to the senior market segment of the bed and breakfast industry. In: 4th International Conference for Keepers of the Inn, San Antonio, Texas. 19. Scarinci, J., & Richins, H. (2008 ). Specialist lodging in the USA: Motivations of bed and breakfast accommodation guests, Tourism, 56(3), 271-282. 20. Teare, R.E (1998). Interpreting and Responding to Customer Needs. Journal of Workplace Learning, 10(2), 76-94. 21. Ugboma, C, Ibe, C. and Ogwude, I,C, (2004). Service Quality Measurements in ports of a developing economy: Nigerian ports survey. Managing Service Quality, 14(6), 487-95 22. Zeithamal, V.A and Bitner, N.J. (2000). Services Marketing: Integrating Customer Focus Across the Firm, McGraw-Hill, New York, N.Y.

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