Why tourists are attracted to boutique hotels: Case of Penang Island, Malaysia

The primary objective of this paper is to identify tourists’ perception toward
boutique hotel attractive attributes through the detection of those factors that drive guests to this special type of accommodation. Furthermore, this study attempts to find the underlying dimensions of attractive attributes of boutique hotel from tourist after actual experience of this type of accommodation. The empirical study is supported through data from a sample of 133 individuals who stayed in Penang Island boutique hotels. The findings show that hotel guests’ perceptions of boutique hotels characteristics have four dimensions, namely: special services, room features, convenient and hotel design. However, results revealed that boutique hotels attractive elements after the actual experience of tourists have four slightly different dimensions special services, hotel facilities, price and location, and hotel design and image. From findings of this research practical suggestions are made to help hotel operators and those wishing and willing to enter the market. Furthermore, this study can help marketers gain substantial insight in order to market and promote this particular segment of the accommodation industry.