Travel Reference
In-Depth Information
2 LITERATURE REVIEW
Table 1. Distribution of boutique hotels according to
States in Malaysia for 2013.
2.1
Defining boutique hotels
The universal definition of boutique hotel is still
being debated among scholars (Gao, 2012). The
evolution of the definition can be observed from
2005 to 2009. The definition involves uniqueness
(Aggett, 2007; Mcintosh & Siggs, 2005), personal-
ised service (Aggett, 2007; Erkutlu & Chafra, 2006;
Mcintosh & Siggs, 2005), home-comfort, involved
emotions, and an individual design (Lim & Endean,
2009). Boutique hotels are also furnished in a sty-
listic and sometimes a thematic manner (Erkutlu
& Chafra, 2006). Moreover, scholars agreed that
location (Aggett, 2007; Lim & Endean, 2009) is
important to the hotel`s success.
A boutique hotel may only have a maximum
number of 100 rooms (Aggett, 2007; Henderson,
2011). With smaller rooms than mainstream hotels,
it is easy for a boutique hotel to deliver personal-
ised service; it is also easy for guests and employees
to have the integrity in their exchange (Henderson,
2011). Chan (2012) argued that it is not possible for
properties with larger accommodations to deliver
the same level of personalised service as a bou-
tique hotel. Because larger properties have more
employees, relations between individual guests and
employees are reduced. These employees cannot
deliver the high degree of personalised service that
is used as a selling point by boutique hotels. Fur-
thermore, mainstream hotels lack the flexibility
and degree of employee empowerment required to
deliver the highest level of personalised service that
distinguishes a boutique hotel (Henderson, 2011).
No
State
Operators
1.
Melaka
7
2.
Johor Bharu
6
3.
Kuala Lumpur
13
4.
Sarawak
3
5.
Perak
4
6.
Sabah
3
7.
Putrajaya
1
8.
Penang
9
9.
Selangor
5
10.
Negeri Sembilan
1
11.
Pahang
6
12.
Kelantan
1
13.
Kedah
4
Total
63
Source: Tripadvisor.com
2.3
Boutique hotels in Malaysia
Malaysia has many traditional hotels classified
as economy, mid-scale, upscale, upper-upscale,
and luxury. Hotels that can be classified as luxury
and upper-upscale typically provide fine services
and amenities, large rooms, and the best location
for a hotel or resort. Most of the upscale hotels
emphasise on quality and comfort and are used
by business travellers. By contrast, mid-scale and
economy hotels cater to the basic needs of short-
term business and budget-minded travellers; these
properties provide a low price and minimum serv-
ices and amenities (Albazzaz, et al., 2003).
The boutique hotels in Malaysia are individual
in their design features (Lim & Endean, 2009).
Table 1 shows the distribution of boutique hotels
according to states in Malaysia in 2013.
A boutique hotel has an individual quality in
culture, art and history and has likely incorporated
contemporary individual luxuries on its premises.
Moreover, boutique hotels in Malaysia are con-
structed from private mansions such as Chymes
in Penang, former shop houses such as Courtyard
@ Heeren in Melaka and historical buildings such
as Anggun Boutique Hotel in Kuala Lumpur.
An individual style exists for each property. In
addition, personalised service between guests
and employees can create a good experience that
affects guest satisfaction (Liljander & Strandvik,
1997), conveys guest loyalty (Mascarenhas, Kesa-
van & Bernacchi, 2006) and instils confidence
(Flanagan, Johnston & Talbot, 2005). According
to Tripadvisor.com, Malaysia have 63 boutique
hotels.
2.2
An overview of boutique hotel
The development of boutique hotels in the 1980s
is widely attributed to Blakes in London (Brights,
2007; McDonnell, 2005). The concept spread
across the Atlantic and stateside. In 1984, Ian
Schrager and Steve Rubell opened Morgans Hotel
in New York; they used the term “boutique” to
describe their first hotel. By using a remarkable
design, they portrayed their hotel as “theatrical
magic and glamorous mystique”. Since the 1980s
in the boutique hotel industry, travellers seek
information to experience their destination (Fre-
und de Klumbis & Munsters, 2005). Hotels may
understand their guests from the experiences for
which their guests search; hotels may gain from the
hotel's experiential view. For example, hotels could
provide intangible qualities for guests, facilitating
feelings, emotions, imagination, knowledge and
beneficial experiences. Thus, a boutique hotel can
attract and satisfy customers (Tidtichumrernporn,
2012), achieve more sustainable returns and charge
premium prices (Pine & Gilmore, 1999).
Search WWH ::
Custom Search