| Abstract: | SUMMARY Consumer satisfaction, an important concept in consumer behavior theory, is directly influenced by the availability of quality service which has become an increasingly important objective of hotel/motel managers. The purpose of this study was to investigate hotel/motel products and services valued most by older consumers-a substantial and growing market segment with special concerns. The sample for this study consisted of consumers age 55 and older in the state of Texas. Results indicate value and security were considered highly important, and suggest lodging operators should concentrate their efforts on providing and marketing value and security features in order to attract and satisfy older consumers. |
