Analysing the role of urban hotel location in guests’ satisfaction

Location of hotels in the urban space is an important factor for hoteliers and urban planners alike. Various methods can be used to assess the importance of hotel location in tourist demand. This work applies an operational method in the urban area of Thessaloniki, Greece, which combines spatial analysis and guests’ satisfaction with hotel location. To explore the spatial patterns, i.e. areas where hotels are expected to have higher or lower assessments of their location, spatial auto-correlation analysis has been used. Then, a regression analysis was carried out to assess the contribution of various spatial factors to the evaluation of hotels’ locations. Finally, a map was created to predict tourists’ satisfaction from any potential location of new hotels’ establishment.