RESEARCH OF CONSUMER PREFERENCES OF THE NEW HOTEL IN ALMATY
Abstract
The article presents the results of marketing research of consumer preferences in the process of bringing a new hotel to the market. As a result of the conducted researches it was revealed that the main source of information when choosing a hotel for Kazakhstan tourists are the recommendations of friends, and for foreign ones – sites and advertising on the Internet. Marketing researches of consumer preferences has allowed to realize that the most popular type of rooms is a standard room; this figure is about 70% of the respondents. Moreover, a large part of the visitors chooses the European, Kazak and Oriental cuisine. However, the key factor for the visitors choosing a hotel is undoubtedly the cost of stay, and the important indicators of service are security, politeness, tactfulness and staff competence. In general, the conducted studies have made it possible to determine what kind of hotels the domestic Kazakhstan market needs.
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