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potential guests expect and how actual guests react
to and benefit from their experiences can provide
important information for the product develop-
ment and marketing of boutique hotels. The find-
ings of this preliminary study suggest that any
effort to improve the guest experience would help
boutique hotels enhance their market reputation
and influence their marketing strategies.
The findings suggest that favourable employee
interaction, such as appropriate, respectful, and
helpful conduct, influences a guest's experience.
Additionally, it can be concluded that online
reviews play an important role as a modern tool
of marketing and promotion. According to Reu-
ters (2012), 93 percent of consumers read online
product reviews and other user-generated content
before purchasing. This figure is consistent with
this study whereby many guests used online review
sites to give their opinions, share experiences and
provide suggestions and recommendations.
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ACKNOWLEDGMENT
This study was made possible by the continuous
support from Universiti Teknologi MARA, UiTM-
Grant No: 600-RMI/DANA 5/3/RIF (517/2012).
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