Gender Differences in Satisfaction from Hotel Room Attributes and Characteristics: Insights from Generation Z

The tourism sector functions under intense competition and accommodation consist of an essential factor of satisfaction from a tourist destination as previous research have shown. While tourist destination and hotel satisfaction have been extensively studied, focus on satisfaction exclusively from the room attributes is an understudied subject. This paper presents the outcome of research regarding satisfaction from hotel room attributes. Specifically, it explores gender differences related to hotel room attributes and characteristics as regards satisfaction. The targeted population consists of the Greek generation Z cohort (N = 324). Data analysis involved descriptive statistics, reliability, factor analysis with Principle Component Analysis (Varimax Rotation), as well as non-parametric analysis. Factor analysis reduced the items to four dimensions and the Independent Samples Mann-Whitney U test revealed gender differences for two out of four dimensions, i.e., the Core room attributes, and Value for money dimension. Discussion based on results and hotel communication techniques is pointed out for hotels’ marketing strategy.