Risk Reduction Strategies Used by Leisure Travelers in the New-Buy Hotel Selection Purchase Situation

Services are perceived by consumers as possessing greater purchase risk than goods. This is especially true for new-buy situations. This research addresses risk reduction strategies used by leisure travelers when purchasing hotel services in the new-buy situation. To reduce purchase risk, travelers look for cues that will indicate the type of senlice they can anticipate. Specific cues that lowered purchase risk in the new-buy situation included the hotel's physical appearance, its reputation, and the anticipated behavior of the staff. Based on the results of this study. The authors recommend marketing and promotional strategies to attract the leisure traveler in the new-buy situation.