5 of 11 International Journal of Hospitality Management Volume 23, Issue 1 , March 2004, Pages 39-53

doi:10.1016/ .i hm.2003.0!.003 "o#$righ% & 2003 'lse(ier )%d. *ll righ%s reser(ed.

Customer-focused adaptation in New York City hotels: exploring the perceptions of Japanese and Korean travelers
Jin Kyeong Heo !iri Jogaratnam and "olly #uchanan

Hotel and Restaurant Management, Eastern Michigan University, Roosevelt Hall, Ypsilanti, MI 4819 , U!" "vaila#le online 4 $cto#er %&&'(

$%stract
)ourism providers must accommodate culturally #ased guest needs in order to tap into the increasingly lucrative mar*et o+ international travelers( "lthough there have #een several normative e++orts to delineate the e,pectations o+ -apanese and .orean travelers to the United !tates, there is little or no research relating these guests/ satis+action 0ith hotel e++orts at customer1+ocused adaptations( 2reliminary +indings #ased on the small sample studied suggest that 0hen compared to "merican1operated hotels, -apanese1 and .orean1operated hotels, in general, ma*e a greater e++ort to accommodate the needs o+ -apanese and .orean guests, respectively( 2roduct speci+ic adaptations such as providing menus, maga3ines and hotel directories in the guest4s native language can ma*e the di++erence in creating a satis+ied traveler( $uthor Keywords: "uthor .ey0ords5 Hotel6 2erceptions6 -apanese6 .orean6 )raveler

$rticle &utline
1( Introduction %( 7ulture and the service concept '( 7ultural concerns 4( Method 8( Results 9( :iscussion and conclusion

( ;imitations Re+erences

'( )ntroduction
In today4s glo#al society, 0orld economies have #een connected to each other as in no other period in history6 concurrently, the num#er o+ people 0ho travel to other countries has #een increasing( -apan and .orea have consistently ran*ed close to the top as sources +or overseas visitors to the U! over the past several years( In 1998 this represented over 4(8 million -apanese arrivals to the United !tates and over '94,&&& .orean arrivals <U! :epartment o+ 7ommerce, %&&&=( )hus, -apanese and .orean tourists provide signi+icant sources o+ income to the international travel #usiness and particularly to U! tourism( "t the same time, -apanese and .orean travelers have #een the +ocus o+ many recent tourism related studies <e(g( Mc7leary et al(, 19986 "hmed and 7hon, 19946 -a+ari and >ay, 19946 Iverson, 199 =( U! hotel companies operate actively in the glo#al economy and thus, +ace the challenge o+ responding to direct competition +rom +oreign hotel counterparts in an e++ort to attract culturally di++erent customers( )hey are also +orced to compete 0ith +oreign hotel companies <e(g( 2eninsula, Mandarin $riental= that have a strong presence in ma?or U! gate0ay cities such as @e0 Yor*( 2ressed to gain an edge, many hoteliers have loo*ed to0ards culture management <!hames and Alover, 1989= to learn a#out cultural di++erences and provide services pre+erred #y +oreign travelers( Hotel companies that #est understand the needs, 0ants, and e,pectations o+ +oreign travelers and design service o++erings accordingly, 0ill #e in the #est position to attract travelers +rom targeted cultures < Mc7leary et al(, 19986 "hmed and 7hon, 1994=( "hmed and 7hon <1994= noted that most United !tates tourism agencies hosting .orean clientele have made +e0 .orean1+ocused adaptations +or these travelers( "lthough a .orean traveler occasionally +inds someone 0ho spea*s his or her language at one hotel or another, outside o+ #ig cities, .oreans may have di++iculty communicating < "hmed and 7hon, 1994=( )his may lead to poor service, inaccurate reBuests, and errors in services delivered( )hese travelers may end up 0ith negative reminiscences o+ the United !tates and their trips here, all creating +rustrated guests 0ho may not return( Crom a similar point o+ vie0, -apanese and other travelers 0ish to +eel appreciated #y someone 0ho understands their culture and is sensitive to their needs and e,pectations < )eare, 199%=( )ourism providers must #e a#le to accommodate culturally #ased needs in order to tap into the increasingly lucrative mar*et o+ international travelers < -a+ari and >ay, 1994=( -a+ari and >ay <1994= suggest that there is a gap in the tourism industry4s approach to serving the international traveler( Ho0ever, no research has directly assessed customer satis+action 0ith hotel e++orts at accommodating the international traveler( "s such, this research is a preliminary e++ort to e,plore and compare the perceptions that -apanese and

.orean guests have o+ hotel e++orts at customer1+ocused adaptation and their satis+action 0ith such e++orts( )he primary purpose o+ this study 0as to e,amine 0hether hotels under "merican or 0estern management di++er +rom hotels under -apanese andDor .orean management in the degree to 0hich they address the needs o+ -apanese and .orean travelers(

*( Culture and the service concept

)he "sian style o+ service tends to +ocus on customi3ation and personal attention rather than the e++iciency, time saving, and standardi3ation that seem to #e most appreciated in the >est <!chmitt and 2an, 19946 Eec*er and Murrmann, 1999=( )he service concept is ingrained in the traditions and culture o+ "sia and is the essential ingredient that enhances the perception o+ overall Buality to the "sian consumer < Mattila, %&&&=( Cor instance, many pro+ita#le "sian airlines <e(g( !ingapore "irlines, Malaysian "irlines, )hai "ir0ays= +ocus on the +light attendants and position themselves primarily as providing superior in1+light service, 0hile do0nplaying the emphasis on schedules, on1time arrivals, and +reBuent1+lyer programs < !chmitt and 2an, 1994=( In addition to the personal aspects o+ the service encounter "sian consumers also value rituals such as those surrounding hostFguest relations( )he movement, the pose and the loo* o+ the service personnel all complement the service e,perience <e(g( !chmitt and 2an, 1994=( 7ultures also di++er in their pre+erences +or modes o+ communication( Hall <1984= o#served that some cultures have a pre+erence +or high1conte,t communications <nonver#al, indirect and implicit= 0hile other cultures pre+er lo01conte,t communications <e,plicit, direct and unam#iguous=( )his model has #een previously adopted to gain a #etter understanding o+ service encounter evaluations <e(g( Mattila, 1999=( Cor instance, most "sian cultures that pre+er high1conte,t communications tend to +ocus on the Buality o+ the interactions involved in the service encounter 0hile most >estern cultures have a pre+erence +or lo01conte,t communications and there+ore tend to +ocus on aspects such as tas* completion and e++icient delivery < Riddle, 199%6 Eec*er and Murrmann, 1999=( In other 0ords, the "sian consumer is li*ely to place greater emphasis on the Buality o+ the interactions #et0een the employee and the customer in ?udging overall service Buality 0hile the >estern consumer is more li*ely to +ocus on the outcome < Mattila, %&&&=( 7ustomer e,pectations +or service are in+luenced #y their cultural orientations <Eec*er and Murrmann, 1999=( Ey understanding the cultural values and needs o+ "sian travelers, especially -apanese and .orean consumers, the amenities and services made availa#le, as 0ell as the mar*eting strategies used #y hotels can #e modi+ied and made more e++ective in meeting the needs o+ this increasingly important group o+ tourists( In addition, hoteliers may #etter understand the cultural ad?ustments that should #e considered to support a more glo#al hotel #usiness( Even though this study is e,ploratory in nature and is limited in its scope <i(e( -apanese and .orean travelers visiting hotels in Mid1)o0n Manhattan=, potential ad?ustments and accommodations may #e identi+ied that could provide a #asis +or +uture conceptual development as 0ell providing suggestions +or current practice 0ithin the targeted hotels(

+( Cultural concerns
7ommunication #et0een guests and +ront1line employees involves more than spo*en 0ords6 it involves an understanding o+ deeper cultural di++erences as 0ell( -a+ari and >ay <1994= suggest that language is o+ten vie0ed in a very narro0 sense( Cor e,ample, although +oreign visitors and "merican guests may choose the same 0ords 0hen e,pressing their needs and e,pectations, the meaning could #e Buite di++erent < Holt3man et al(, 19916 ;aa#s, 1994=( )hough language di++erences may indicate the e,istence o+ larger cultural di++erences, in the case o+ -apanese and .orean travelers, the vital needs include language support and cultural a0areness o+ +ront1line hotel employees < 2ea*, 199%=( >ithout these +undamental components, guest satis+action 0ill never e,ceed e,pectations( In tourism1related #usinesses interaction #et0een guests and employees is not al0ays con+ined to language( More o+ten than not, gestures or #ody language also play an important role in customerFemployee interactions <Eusiness .orea, 19916 Holt3man et al(, 1991=( In "sian cultures in particular, G+acial e,pressions, nodding o+ the head, the use o+ hands or +ingers, and #ody posture can #e important components o+ the message or, indeed constitute the message itsel+G < -a+ari and >ay, 1994, p( =( "mericans generally #elieve that they should use Gnonver#al means o+ communicationG in order to communicate 0ith "sian travelers( It is commonly #elieved that nonver#al #ehavior is similar across cultures( Eut this premise is not completely +actual( Moreover, common nonver#al #ehaviors such as +acial e,pressions, eye contact, gestures, #ody movement, posture, physical appearance, and touching are interpreted di++erently #et0een cultures < 7ho, 19916 Holt3man et al(, 1991=( !uch mis1understanding may arise in contacts 0ith "sian tourists( )here+ore, hoteliers and others 0ho come in direct contact 0ith -apanese and .orean customers should recogni3e 0hat each nonver#al action means in various situations < -a+ari and >ay, 1994=( "hmed and 7hon <1994= stated that studying the distinctive consumer #ehaviors o+ .orean tourists and meeting their e,pectations and needs can improve travel pac*ages o+ United !tates tourism mar*eters +or this comparatively ne0 group o+ travelers( Cirst, travel providers should #e conscious o+ the particular characteristics that are uniBue to .orean and -apanese travelers < ;aa#s, 1994=( >ithout researching their special customs, hoteliers are not a#le to meet their needs and satis+y them completely( )he increasing num#ers o+ international travelers and the concomitant diversity o+ the mar*et reBuires that standards +or service Buality #e re1evaluated +rom the cultural perspective o+ the mar*ets served < Eec*er and Murrmann, 1999=( Ma,imum customer1satis+action may #e achieved #y modi+ying #oth the tangi#le and intangi#le aspects o+ the product o++ering < Ears*y and ;a#agh, 199%6 Eec*er and Murrmann, 1999=( In order +or U! hotels to #etter comprehend -apanese and .orean guests/ satis+action, hotel e++orts at customer1+ocused adaptation need to #e e,plored more thoroughly( "lthough there have #een several normative e++orts to delineate the e,pectations o+ -apanese and .orean travelers to the United !tates <e(g( "hmed and 7hon, 19946 Holt3man et al(, 19916 7ho, 19916 ;aa#s, 19946 Eusiness .orea, 1991= there is little or no

research relating these guests/ satis+action 0ith hotel e++orts at customer1+ocused adaptation(

,( -ethod
)he primary purpose o+ this study 0as to e,amine 0hether hotels under "merican or 0estern management di++er +rom hotels under -apanese andDor .orean management in the degree to 0hich they address the needs o+ -apanese and .orean travelers( )his is operationali3ed in terms o+ the customer1+ocused adaptations underta*en #y hotels under "merican management as opposed to those under -apanese andDor .orean1management( Cor the purposes o+ this study, "merican managed hotels 0ere de+ined as properties operated #y "mericans or 0esterners, 0hile .orean and -apanese managed hotels 0ere de+ined as those operated #y .oreans and -apanese, respectively( )o enhance content validity, several items representing customer1+ocused adaptation 0ere generated #ased on a comprehensive revie0 o+ the literature adopting this line o+ inBuiry <e(g( "hmed and 7hon, 19946 -a+ari and >ay, 19946 2ea*, 199%6 )eare, 199%=( " panel o+ educators and graduate students underta*ing research and study in this area +urther re+ined and validated these items( "s a result o+ this process, % continuous scale items that re+lect customer1 +ocused adaptations underta*en #y hotels 0ere identi+ied( " +ive1point scale ranging +rom 1 <highly dissatisfied= to 8 <highly satisfied= 0as used to gather data( )he English language version o+ the instrument 0as translated into .orean #y one o+ the researchers and then translated #ac* into English #y another .orean to ma*e certain that meanings 0ere the same in #oth languages( )he -apanese language version 0as developed +ollo0ing a similar process( )o enhance relia#ility, the survey instrument 0as pilot tested using -apanese andDor .orean students as 0ell as guests residing at an e,tended stay hotel( )heir suggestions regarding clarity, reada#ility, +ormat, and appropriateness o+ items 0ere considered +or incorporation into the +inal survey instrument( Having access to the survey instrument in the dominant language o+ the guest #eing surveyed reduced the e++ect o+ English +luency as an in+luencing varia#le( In order to manage the logistics o+ o#taining responses +rom diverse groups, si, hotels located in the Mid1)o0n Manhattan area 0ere identi+ied as the sites 0here the surveys 0ould #e conducted( Cour o+ these hotels 0ere "merican operated 0hile one 0as -apanese operated and the other .orean $perated( Hotels 0ere selected #ased on the importance o+ the -apanese and .orean clientele to the properties( "lthough not the primary mar*et targeted or the largest provider o+ rooms, this segment contri#uted signi+icant room sales to each o+ the hotels included in the study( !election 0as also #ased on the need to ensure that the hotels 0ere compara#le in terms o+ the services and amenities availa#le( Each o+ the hotels 0as classi+ied as a ' or 4 star property 0ith room rates ranging +rom H1 9 to H'9&, depending primarily on the type o+ room or suite selected( "mong the many +acilities availa#le, the +ollo0ing 0ere common to all the hotels5 restaurant, co++ee shop, +itness center, laundry +acilities, valet par*ing, concierge services, #usinessDcon+erence center, and meetingD#anBuet +acilities( Curther, given that all the hotels 0ere located in Mid1)o0n Manhattan, they shared the common advantage

o+ pro,imity to several #usiness and tourist attractions such as the Empire !tate Euilding, 2enn !tation, -aco# -avits 7onvention 7enter, as 0ell as the +ashion and theatre districts( " strati+ied cluster sample comprised o+ -apanese and .orean guests staying in "merican managed hotels as 0ell as -apanese1 and .orean1managed hotels 0ere selected +or the study( !trati+ied sampling 0as used to o#tain eBual representation #y nationality <-apanese and .orean travelers= and hotel management type <"merican versus -apanese andDor .orean=( " total o+ 1' -apanese and .orean travelers 0ere randomly approached in and around hotel lo##ies and as*ed i+ they 0ould #e 0illing to respond to a survey( $verall, 4I o+ the -apanese and .orean guests consented to a short intervie0 during 0hich one o+ the researchers read out the Buestions and o#tained a response( )his resulted in 1&& responses, or %8 0ithin each o+ the +our nationalityDmanagement type groupings( In order to avoid misunderstanding due to language, a #ilingual -apanese assistant accompanied one o+ the authors +luent in .orean( Responses 0ere coded and analy3ed using !2!! so+t0are <version 8(& +or >indo0s=( Mean scores 0ere o#tained +or each o+ the +our possi#le nationalityDmanagement type groups6 -apanese traveler in a -apanese1managed hotel <la#eled - in -=, -apanese traveler in an "merican1managed hotel <la#eled - in "=, .orean traveler in a .orean1managed hotel <la#eled . in .=, and .orean traveler in an "merican1managed hotel <la#eled . in "=( )his 0as +ollo0ed #y a comparison o+ mean scores 0ithin the -apanese and .orean cohorts to determine i+ there 0as a di++erence in satis+action #et0een -apanese guests in -apanese operated versus "merican operated hotels( !imilar tests 0ere carried out +or the .orean sample 0ith respect to each o+ the % customer1+ocused adaptation items and signi+icance 0as tested at the &(&8 level(

.( /esults
)he demographic characteristics o+ the study participants are presented in )a#le 1( $+ the respondents, ' had traveled over +our times to the U!( ;ength o+ stay 0as a 0ee* or less +or more than 8&I o+ those surveyed( Males comprised 89I o+ the sample( "ges o+ respondents ranged +rom %1 through 9& years( $+ those participating, %I 0ere college1 educated( )en percent o+ the respondents indicated they 0ere +luent in English and that they understood and spo*e the language 0ithout any di++iculty 0hile 19I indicated they did not spea* or understand English at all(

)a#le 1( :emographic characteristics o+ sample <NJ1&&=

Cactor analysis and coe++icient alpha 0ere used to ?udge the scale4s dimensionality and relia#ility( 2rincipal components analysis 0ith Karima, rotation 0as used to assess the num#er o+ underlying dimensions in the data and identi+y the items associated 0ith each +actor( " +our1+actor solution 0as adopted #ased on the com#ined criteria o+ a minimum

eigenvalue o+ one, the screen test, and interpreta#ility( )his +our1+actor solution e,plained 99(4I o+ the total variance and all the item1+actor loadings, e,cept +or three, 0ere a#ove &(88( Hair et al( <1998= suggested that +actor loadings o+ &(88 and a#ove are considered signi+icant in a sample o+ 1&& respondents( "lthough the sample si3e o+ 1&& provides an adeBuate #asis +or conducting a +actor analysis, the ratio o+ o#servations to varia#les +alls slightly under the recommended proportion o+ 851( Yet, the .aiserFMeyerF$l*in measure <.M$ ME"!UREJ&(9&= o+ sampling adeBuacy indicated that the appropriateness o+ the +actor analysis 0as meritorious < Hair et al(, 1998=( )0elve items loaded on the +actor la#eled L!o+t1s*ills/, nine on the +actor la#eled L2roduct1speci+ic attri#utes/, +our on the +actor la#eled L;anguage issues/, and t0o on the +actor la#eled LCood and Eeverage 7hoices/( Relia#ility tests revealed reasona#ly strong 7ron#ach alphas ranging +rom &(8& through &(9', 0ell a#ove the generally accepta#le criterion o+ &(9 +or e,ploratory studies( )he dimensions ran*ed as the most1 and least1satis+ying are presented in )a#le %( Eased on the average mean scores +or each o+ the dimensions, the -apanese in the -apanese operated property rated language issues as most satis+ying, +ollo0ed #y the dimensions relating to product1speci+ic attri#utes, so+t1s*ills, and +ood and #everage choices( )he -apanese in "merican operated properties also rated language issues as most satis+ying +ollo0ed #y so+t1s*ills, and +ood and #everage choices( Ho0ever, they 0ere least satis+ied 0ith the product1speci+ic adaptations underta*en #y the "merican operated hotels( )he .oreans in the .orean operated hotel also rated language issues as most satis+ying +ollo0ed #y so+t1s*ills, product attri#utes, and +ood and #everage choices( )he .oreans in "merican operated hotels rated so+t1s*ills as most satis+ying +ollo0ed #y language issues, and CME choices( "s 0ith the -apanese in "merican hotels, they 0ere least satis+ied 0ith the product speci+ic adaptations underta*en #y the "merican operated hotels(

)a#le %( Most1 and least1satis+ying items pertaining to customer1+ocused adaptation

8 point scale5 8Jhighly satis+ied, 1Jhighly dissatis+ied(

It is also interesting to compare the mean ratings assigned to each o+ the individual items( )he -apanese in the -apanese1managed property 0ere Lmost satis+ied/ 0ith the -apanese spo*en #y the sta++, the availa#ility o+ -apanese ne0spapers, the respect, sincerity and considerate attitude sho0n #y sta++, as 0ell as the availa#ility o+ guest service in+ormation in -apanese( In comparison, the -apanese guests staying in 0estern1managed properties 0ere Lmost satis+ied/ 0ith the availa#ility o+ international signs in pu#lic areas, sta++ attempts at trying to understand the English spo*en #y the -apanese guests, sta++ e++orts to spea* English slo0ly and clearly, as 0ell as the approacha#ility o+ sta++( )he .orean travelers staying in the .orean1managed hotel 0ere Lmost1satis+ied/ 0ith the .orean spo*en #y sta++ as 0ell as employee e++orts to understand the English spo*en #y

guests( )hey 0ere also Buite satis+ied 0ith the availa#ility o+ .orean language ne0spapers, the sincere attitude sho0n #y sta++, as 0ell as sta++ e++orts to spea* English slo0ly and clearly( In contrast, the .oreans in 0estern1managed hotels 0ere Lmost satis+ied/ 0ith the ease in contacting a sta++ mem#er, the sincerity and considerate attitude o+ sta++, as 0ell as the appropriate use o+ eye contact( Regardless o+ the type o+ hotel <i(e( "merican or "sian operated=, all travelers sampled 0ere least satis+ied 0ith the lac* o+ availa#ility o+ -apanese andDor .orean maga3ines( )he .oreans in general 0ere dissatis+ied 0ith the area pertaining to product1speci+ic attri#utes( !peci+ically, these included the lac* o+ language speci+ic hotel directories, menus, guest service in+ormation, maga3ines, and )K programs( Ho0ever, the -apanese operated hotel seems to do a #etter ?o# o+ meeting the product1speci+ic needs o+ -apanese guests 0hen compared to their "merican counterparts( Eoth the -apanese and .orean guests in -apanese and .orean operated hotels, respectively, 0ere most satis+ied 0ith the language speci+ic ne0spapers provided and the -apanese or .orean spo*en #y the hotel sta++( Ho0ever, these 0ere speci+ic areas 0here #oth cohorts o+ travelers 0ere generally dissatis+ied 0ith the e++orts o+ the "merican operated hotels( In order to +urther e,plore these di++erences, the degree o+ -apanese travelers satis+action 0ith "merican versus -apanese operated hotels 0as assessed( )he -apanese travelers 0ere signi+icantly <pN&(&&1= more satis+ied 0ith the e++orts o+ the -apanese hotel 0ith respect to each o+ the areas represented #y the +our dimensions emerging +rom the +actor analysis <i(e( so+t s*ills, product speci+ic attri#utes, language issues, and +ood and #everage choices=( !tatistically signi+icant di++erences 0ere +ound #et0een the satis+action scores o+ -apanese guests staying in the -apanese1managed versus "merican1 managed hotels on %9 o+ the % items relating to customer1+ocused adaptation <see )a#le '=( )hese results suggest that the -apanese travelers in this sample are more satis+ied 0ith the customer1+ocused adaptations underta*en #y the -apanese1operated property compared to the "merican operated properties( Eoth the -apanese and "merican managed properties 0ere perceived to #e similar 0ith regard to the availa#ility o+ internationally recogni3a#le signs in pu#lic areas(

)a#le '( 7omparison o+ -apanese guests/ satis+action 0ith adaptations

8 point scale5 8Jhighly satis+ied, 1Jhighly dissatis+ied(

In a similar analysis, .orean travelers satis+action 0ith "merican and .orean operated hotels 0as assessed( )he .orean travelers 0ere more satis+ied 0ith the e++orts o+ the .orean operated hotel 0ith respect to t0o o+ the +our dimensions emerging +rom the +actor analysis, namely product1speci+ic attri#utes <pN&(&&1= and language issues <pN&(&8=( )he di++erence relating to the dimension representing so+t1s*ills 0as only marginally signi+icant <pN&(1&=( In e,ploring these di++erences +urther, statistically

signi+icant di++erences <pN&(&8= 0ere +ound #et0een the satis+action levels o+ .orean guests staying at the .orean managed as opposed to the "merican operated hotels on 8 o+ the % items, 0hile marginal di++erences <pN&(1&= 0ere o#served 0ith respect 4 items <see )a#le 4=( $verall, the sample o+ .oreans in the .orean managed property 0as more satis+ied 0ith certain aspects o+ customer1+ocused adaptation 0hen compared to .oreans in "merican1managed properties( )hese di++erences 0ere in the areas o+ language ad?ustments made #y sta++, access to sta++ and services, and availa#ility o+ culture speci+ic entertainment( In general, the areas o+ attentiveness o+ sta++, nonver#al #ehavior o+ sta++, and availa#ility o+ culture1speci+ic menu items 0ere vie0ed as #eing the same at #oth the "merican and .orean managed properties(

)a#le 4( 7omparison o+ .orean guests/ satis+action 0ith adaptations

8 point scale5 8Jhighly satis+ied, 1Jhighly dissatis+ied(

0( 1iscussion and conclusion

"lthough this study 0as e,ploratory and the +indings are preliminary in nature, there are some interesting +indings #ased upon 0hich use+ul recommendations can #e made, speci+ically +or those hotels sampled in this study( Initial +indings suggest that the "merican operated hotels may +ind advantages in providing +eatures such as multi1 lingual or language speci+ic menus, hotel directories, ne0spapers, maga3ines, hotel in+ormation, and )K programs( $ther product1speci+ic adaptations that 0ould #e relatively easy to introduce may include the acceptance o+ +oreign credit cards, in1house availa#ility o+ translation services and language interpreters, multilingual concierges, and international signage in pu#lic areas( )hese amenities could then #e #roadly mar*eted 0ith the hope that such provisions 0ould also #e relayed #y 0ord1o+1mouth +rom those satis+ied -apanese and .orean customers( )he -apanese and .oreans staying in -apanese and .orean operated hotels, respectively, 0ere least satis+ied 0ith the area pertaining to +ood and #everage choices( 2erhaps this should serve notice to the -apanese and .orean hotels to consider providing more culture speci+ic menu options, themed restaurants, and authentic -apanese and .orean +ood selections( In revie0ing the least satis+ying items +or #oth -apanese and .orean guests in "merican1operated hotels, the items noted are primarily product1speci+ic <i(e(, providing menus, hotel directories, maga3ines, )K programs and hotel in+ormation in the guests/ native language=( )his does not seem to #e an arduous tas*, or an e,pensive one( It should #e noted that the items that Gmost satis+iedG these same guests are o+ten re+erred to as Gso+t s*illsG <i(e(, people s*ills such as approacha#ility and accessi#ility o+ the sta++, consideration and attitude o+ the sta++= and Glanguage related issuesG <i(e( language ad?ustments=( )hese are attitudes and s*ills o+ten stressed as very important #y today4s hotel operators and persons e,hi#iting the appropriate traits are highly sought a+ter and

o+ten the +irst to #e hired( 7ontinued emphasis on so+t s*ills in the mode o+ hiring for attitude and training for skills in the recruitment and training processes, respectively, o+ these hotels 0ould positively in+luence guest satis+action( "lthough the +indings o+ this study are not entirely surprising, it does suggest that "merican hoteliers can ma*e modi+ications and adaptations to #etter meet the e,pectations o+ the diverse mar*ets they serve( In a cultural conte,t, customer assessments o+ Buality may o+ten #e determined #y the less tangi#le components o+ service <e(g( attitude, respect, assurance, and responsiveness= rather than the tangi#le components o+ service( Aiven cultural di++erences, short o+ employing an e,tensive complement o+ "sian employees, it 0ould #e challenging indeed to reproduce the less tangi#le components o+ service, especially those that enhance the Buality o+ customer interactions( Cor instance, it may not al0ays #e possi#le +or 0estern employees to e++ectively display all the nuances associated 0ith a traditional -apanese greeting or replicate the su#tle #ehavioral modi+ications <e(g( ver#al signals, #ody posture, etc(= associated 0ith customer interactions in some "sian cultures( Ho0ever, it may #e easier to adopt some o+ the more tangi#le components o+ service such as those pertaining to product modi+ications and product o++erings( $ur research, especially in @e0 Yor* 7ity, suggests that hotels targeting international travelers are increasingly o++ering service +eatures and special amenities appealing to #oth #usiness and leisure travelers( )hese special accommodations include %41h +ront1des* multi1lingual sta++, multi1lingual concierges and secretarial services, ca+es and restaurants +eaturing "sian cuisine, as 0ell as the provision o+ ma?or "sian ne0spapers( )he #ottom line is that a large num#er o+ international travelers +rom culturally di++erent locations visit the United !tates and may +ace di++iculties in ad?usting to the culture1#ased hostFguest norms practiced here( 2roviding customer service 0ithout #eing a0are o+ such di++iculties contri#utes to a negative impression o+ the host country( )here+ore, hoteliers should recogni3e the attri#utes o+ Buality customer service across cultures and see* methods +or accommodating guests +rom targeted mar*ets( It is not su++icient to merely assume 0hat the customer 0ants6 rather, it is necessary to +ind out speci+ically and then provide it( Curthermore, i+ guests are e,posed to a strange culture, particularly +irst1time visitors, research is necessary to measure customer satis+action 0ith the services hotels o++er( Hotels must #e capa#le o+ understanding and responding to speci+ic customer or segment needs and recogni3e the need to tailor products, services, amenities, and mar*eting strategies to each mar*et( !uch an approach 0ill help the hotel #usiness #ecome more customer1+ocused and conseBuently more service1oriented, e++ective and pro+ita#le( Cor hoteliers, society4s gro0ing diverse clientele presents many demanding challenges that include ho0 to please these guests, and *no0ing ho0 to ma*e guests +rom dissimilar cultures e,perience +e0er ad?ustment di++iculties during their stay in "merican hotels( Hoteliers must *no0 0hat impacts the international travelers/ acculturative processes, 0hat special +eatures and accommodations can #e provided during their stay, and 0hat product o++erings can #e incorporated into standard services provided #y the hotel( High1 Buality guest service is a very a#stract concept( >ithout *no0ing and understanding

"sian guests/ cultural values, language, and mindset, hoteliers in "merica cannot e,pect these guests to ?oin the ran*s o+ a satis+ied customer #ase( !uccess+ul tourism mar*eters e++ectively develop tourism products that are o+ value to consumers <"hmed and 7hon, 1994=( Ey e,amining uniBue cultural characteristics, United !tates tourism mar*eters and hoteliers can improve their travel products, enhance the satis+action o+ international travelers, and thus increase overall revenues(

2( 3imitations
!everal limitations o+ this study should #e noted( 2erhaps the greatest o+ these limitations is small sample si3e( Moreover, the study 0as restricted to -apanese and .orean travelers staying at "merican or 0estern operated hotels and -apanese or .orean operated hotels, respectively( Aiven the e,ploratory nature o+ the study and the sample si3e considerations, the results are preliminary in nature and thus should #e interpreted 0ith caution( In order to #e a#le to generali3e these results #eyond the range represented #y this sample, +urther research needs to #e underta*en that 0ould include travelers +rom other nationality groups, especially those representing primarily eastern cultures( )he study should also #e replicated on a more geographically diverse scale( Having said this and 0hile ac*no0ledging the limitations o+ this study, the results do suggest some general conclusions that may #e o+ interest to hotels that target international travelers and provide a #asis +or +uture conceptual development and empirical research in this area(

/eferences
"hmed, O( and 7hon, .(!(, 1994( Mar*eting the United !tates to .orean travelers( Cornell Hotel and Restaurant Administration Quarterly +., pp( 9&F94( "#stract P $%stract 4 /eferences P 2:C <9%8 .= Ears*y, -(:(, ;a#agh, R(, 199%( " strategy +or customer satis+action( 7ornell Hotel and Restaurant "dministration Quarterly, '', '%F' M 4&( Eec*er, 7( and Murrmann, !(.(, 1999( )he e++ect o+ cultural orientation on the service timing pre+erences o+ customers in casual dining operations5 an e,ploratory study( International Journal of Hospitality Management '5 1, pp( 89F98( "#stract P 2:C <9 .= Eusiness .orea, 1991( )he 0ay o+ .orean traveling5 .oreans are so strange( Eusiness .orea, 9<%=, %9( 7ho, !un1Young, 1991( )he ugly .oreans are coming( Business Korea 6 %, pp( %8F'1( Hair, -(C(, "nderson, R(E(, )atham, R(;( and Elac*, >(7(, 1998( Multivariate ata Analysis <8th edition(=, 2rentice1Hall, Engle0ood 7li++s, @-(

Hall, E(, 1984( !he an"e of #ife, :ou#leday, Aarden 7ity, @Y( Holt3man, >(;(, Murthy, E( and Aordon, -(7(, 1991( 7ultural #ridging 0ith the -apanese( !he Cornell Hotel and Restaurant Administration Quarterly +* ', pp( 8%F89( "#stract P $%stract 4 /eferences P 2:C <1884 .= Iverson, )(-(, 199 ( :ecision timing5 a comparison o+ .orean and -apanese travelers( International Journal of Hospitality Management '0 %, pp( %&9F%19( "#stract P 7ull 8ext 4 3inks P 2:C <9 1 .= -a+ari, -( and >ay, >(, 1994( Multicultural strategies in tourism( Cornell Hotel and Restaurant Administration Quarterly +., pp( %F 9( ;aa#s, -(-(, 1994( Hotels train to help -apanese guests( $ersonnel Journal 2+, pp( %8F'8( Mattila, "(, 1999( )he role o+ culture in the service evaluation process( Journal of %ervi"e Resear"h ' ', pp( %8&F%91( Mattila, "(, %&&&( )he impact o+ culture and gender on customer evaluations o+ service encounters( Journal of Hospitality and !ourism Resear"h *, %, pp( %9'F% '( Mc7leary, .(>(, 7hoi, E(M( and >eaver, 2(, 1998( " comparison o+ hotel selection criteria #et0een U! and .orean #usiness travelers( Journal of Hospitality and !ourism Resear"h **, pp( %8F'8( 2ea*, M(H(, 199%( "n e,panding empire *eeps Hilton International4s 7E$ on the Ao( Management Revie& 5' 11, pp( '&F'%( Riddle, :(, 199%( ;everaging cultural +actors in international service delivery( Advan"es in %ervi"es Marketing and Management ', pp( %9 F'%%( !chmitt, E( and 2an, Y(, 1994( Managing corporate and #rand identities in the "siaF 2aci+ic region( California Management Revie& +0, pp( '%F48( !hames, A(>( and Alover, >(A(, 1989( 'orld("lass %ervi"e, Intercultural 2ress, Maine( )eare, R(, 199%( 2romoting service e,cellence through service #randing( International Journal of Contemporary Hospitality Management , 1, pp( 'F9( U! :epartment o+ 7ommerce, %&&&( )ourism Industries, International )rade "dministration R"nnouncementS( >ashington, :75 "uthor( Retrieved !eptem#er 14, %&&& +rom the >orld >ide >e#5 http5DDtinet(ita(doc(govD(

7orresponding author( )el(5 T11 '4148 1%49&6 +a,5 T11 '4148 1 &8

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