Chapter 01 Introduction

1.1Background of the Study

Being the Pearl of the Indian ocean Sri Lanka has always been a tourist destination. Offering travelers a spectrum of attractions, Sri Lanka has recognized tourism as its forth largest foreign exchange earner. The industry currently contributes close to Rs. 40 billion per annum in foreign exchange to the economy, while creating around 125,000 direct and indirect job opportunities. Due to internal security situation and global economic crisis, arrivals faced a decline in 2004-2008 periods. In the present situation, due to favorable security situation, the industry is in a brightening trend. This phase has directly affected the Hotel industry which is a vital part of it. Ceylon Continental Hotel Colombo which is a 5 star business hotel, and popularly known as the warmest heart in Sri Lanka is situated in the heart of Colombo. It caters both to the Business and leisure sector. It also offers the best in accommodation, excellent cuisine both local & International, superb and wide range of outdoor & indoor activities. Through personal and Co-operative endeavors of every member of the staff and the management to provide unsurpassed and International Standards through perfection in cuisine and service with special attention to detail in all aspects and a welcoming, courteous and professional approach to the personal requirement of every patron. By this to exceed from customer expectation and move from customer satisfaction to customer delight being the vision of Ceylon Continental Hotel, it offers a wide range of facilities to satisfy and provide a better service for its customers. This includes four types of rooms overlooking the sea which are namely Classic, Deluxe, Club, and Presidential Suite. It also offers a wide range of restaurants offering excellent Indian Cuisine, European Food, as well as a Cafe and a pool side bar that serves food. Some of them are as follows; Tandoor- Authentic north Indian restaurant, Caf Emerald, Heist bar, Club Continental lounge and Caf Conti. Ceylon Continental is also facilitated with a Gymnasium, Tennis Courts, Squash Courts, Sauna & Spa/Massage, Swimming Pool, flower shop and salons.

1.2 The Research Problem

Which promotional packages should be used to increase the sales of Ceylon Continental Hotel during off-season?

1.3 Significance
Ceylon Continental gains a reasonable amount of its sales revenue through foreign accommodations during the seasonal periods. Since the large proportion of their sales are from the foreign accommodations, this high dependency on foreign customers would lead to a dramatic loss of sales during the off-season. Thus, this brings out the importance of attracting the local customers in order to retain a stable sales volume through out the year.

Different sales promotions are taken place by the management to increase the awareness and the interest of its local customers. The management is mainly targeting the local business community in the Colombo district. Some of the current promotions are food festivals, Steak & beer promotions, Sunday brunch at Caf Emerald, Seafood buffet and theme nights.

1.4 Objectives of the Report

To determine the promotions that attracts the current customers of the business community. To identify the customer satisfaction of the current facilities and promotions. To obtain the composition of the customers. To determine why customers prefer other hotels than Ceylon Continental

1.5 The Approach to Data Collection and Analysis 1.5.1 Data Collection
Due to the nature of the study researcher select both primary and secondary sources to collect data.

Primary Data

Data collection was done through focus groups and personal interviews.

Two focus group discussions were conducted consisting equal number of male and female respondents. This focus group consisted of mainly young business executives as they are a key part of Ceylon Continentals target market. Prerequisite for this focus group will be that they have should have experienced the service at Ceylon Continental.

Personal interviews were conducted with three business executives who visit Ceylon Continental often. Time duration for the interview was approximately one hour. They were asked questions about the current facilities of the Hotel, satisfaction towards the current facilities provided, hotels they prefer other than Ceylon Continental etc.

A questionnaire was developed by incorporating the research objectives. 120 questionnaires were distributed among current customers and business executives of the organizations situated in Colombo who have already visited Ceylon Continental Hotel. Questionnaires were distributed in general among a group of companies such as Suncity development (pvt) Ltd, Virtusa, Cinnamon Lakeside premises, HSBC BankBambalapitiya, Dialog G.S.M Colombo 04, and Standard Charted Bank- Colombo 03.

Secondary Data

In addition to primary data, the researcher gathered additional data mainly from related articles, journals, magazines and websites.

1.5.2 Data Presentation and Analysis

In analyzing the collected data, statistical methods like One Tail tests, Chi Square Tests, and Hypothesis Tests were used. Other than statistical methods, MS Excel and SPSS package were used. The data presentation is done by using tables, pie charts, bar charts where it is necessary.

1.6 Delimitations of the Study

Time Constraints

Due to the time constraint, the sample size was reduced into a more manageable quantity which may avoid a well representation of the target population. Therefore the information may not be accurate enough to bring out the actual outcome of the research. In the duration of six months where the research was carried out, the Hotel has incorporated several changes to its food bars eliminating the Pearl Restaurant and Pizzeria. The Pearl Restaurant is currently considered as a banquet hall. These changes have not been considered when the data was gathered, as they were done after collecting the data. When measuring the preference for current facilities of the Hotel, the food bars which are not currently available will be taken as which customers prefer to have again in the hotel.

Availability of Data

The research is basically carried out using the primary and the secondary data. Obtaining the internal data can be difficult since the outsiders may not be allowed to get expose to such data due to the confidentiality and the fear of breaching important information to the rivals. Therefore the researcher had to depend heavily on primary data since the management got reluctant to expose the internal records.

Sampling error

Sampling error occurs due to the inadequate distribution of the sample size within the target population. The sampling error may increase as the sample size reduces. 4

Respondent error

These may include the errors that occur due to the inaccurate information provided by the respondent during the interviews and the questionnaire surveys. For instant the lack of awareness of a respondent regarding the promotions that take place in the Ceylon Continental would force him or her to fake the answers in the questionnaire.

Chapter 02 Literature Review

2.1 Internal data

The news bulletin broachers designed for the customers are an adequate source of information gathering for the exploratory research. The Ceylon Continental Hotel issues a news bulletin for every two months including the current updates and the promotions scheduled for those two months. This was an accurate source of gathering the information about the current promotions of the hotel since it has been prepared and distributed by the management.

2.2 External data

2.2.1Recovering N.Y. Hotels Check Out New Menu Items, Promos to Boost Local Traffic This article was taken from the Nations Restaurant News that was published in New York on 18th November 2002. It was written by Paul Frumkin. This article illustrates on the promotions that could be used to attract the local business and the hotel guests in order to overcome the decline of sales in hotel industry due to the 9/11 tragedy.

The tourism rate declined from 15% nationwide which is a considerable amount when compared with the 18% of the increase in the tourism arrivals expected to New York at the end of the year. As the hotels are battling with the weak economy and the slowly recovering tourism sector, the hotel managements are searching for the ways to their restaurants to compete with the existing local market. New and improved menu items, special promotions and increased attention to the value of restaurant offerings are some of the concepts that can be used to generate sales from the local crowd. 6

The hoteliers are emphasized on making their in-house restaurant more unique with special promotions with the use of the domestic ingredients that would attract the local community. Not only the better served food but also the soft hospitality at the hotels are likely to associate with success.

According to Frumkin the reduction in the room rates would enable to attract the cost conscious travelers. A new Sunday brunch concept has been introduced with a menu with a large variety that provides an opportunity for the diners to order a number of small dishes with several taste rather than ordering one or two larger dishes. Reconfiguring existing menus to accommodate seasonal or local dining trends is another way to boost consumer attention in hotel restaurants.(Frumkin ,2002, pg.2) Therefore the hoteliers can set menus for the special events that take place within the country in order to increase sales.

2.2.2 Room Service, Send Up a Yogi Hotels are Introducing a Wave of New Age Perks Aimed at Business Travelers This article is written by Anna Mulrine that has been published in U.S News and World Report on the 18th October 1999. It mainly focuses on attracting the business travelers with the rooms designed for the relaxation purposes and also by incorporating several other themes as fitness, health.

The hotel management is now more emphasized on providing the rooms that would enable a well relaxation for its customers. There are suites packed with PowerBars, exercise equipment, and celebrity videos for fitness buffs, and, for fitful sleepers, rooms with earplugs and sound boxes that simulate heartbeats. (Mulrine, 1999, pg.1) These facilities would allow the hotels to charge an extra amount which would please the guests who do not like that much of traveling since all the facilities are included there in the rooms. Therefore the customers do not have to worry about going in the gym which is situated in a separate place in the hotel. This would increase the convenience where the 7

customers are enabled to use those facilities any time of the day. Some hotels provide the facilities where they sent a yoga instructor in to the customers rooms according to there request for an added price.

The holiday trips including kids have been increased that provide the hoteliers an opportunity to increase their sales. Most hotels now provide the kids suites with the well furnished bunk beds, lego play table and other kid friendly decorations. The nannies rooms is another trend that emerged through this situation. .

2.2.3 Breaking with Tradition The article was published in Restaurants & Institutions that was written by the Deborah Silver. This mainly focuses on where the hotels have to be more concerned about the in house restaurants and focus on providing a good food service that caters to the variety of needs of different customers.

The hotels should be more emphasized on the functioning their hotels not only to meet the basic food needs of the customers but also provide the standards of a restaurant. It should be concerned about functioning the restaurants separately that provide the experience of a free standing restaurant. The hoteliers are interested in hiring the high profile chefs to provide a better dining pleasure for its customers. They are more focused on developing a separate brand for themselves by involved in the marketing their products separately.

Now a days the newest trend in the hotel industry is to sell the benefits rather than selling their brand. This is more likely to succeed since it is easy to convince the customers to use the hotel more frequently by promoting the various services and the benefits they provide. Partnering with the well established restaurants can be considered as another trend in the hotel industry.

The restaurants are trying to be more customer oriented by proving a well set of food and beverage lists that would cater towards a better selection. However the managers should carefully manage the balance between the free or discounted offerings and pricing strategies of these items in order to gain a profit.

The hotels that provide the banquet functions should be concerned about re-planning their strategies as the customers want to experience the restaurant environment and functions from these banquet services. Conducting the in house coffee bars is another emerging trend that has the ability to attract the customers.

2.2.4 Rest Assured

This article is written by Mark Roberts and was published in The Economist in London. This focuses on the importance of presenting the hotels as service companies.

In early eras of the hotel industry the formula for the success in the hotel business relies on the location where the hotel is situated. Today the customers are more concerned about the service they get after choosing the place they want to spent their holiday.

The hotels are more concerned of providing what the customer wants rather than expecting them to accept the service they provide. As a result they are interested in providing their member cheaper access to products and services that range from the discount warehouses to films. Further frequent visitors are worth cultivating, by offering discounts, or by suggesting holiday breaks away from home. (Robert,1998, pg2) they are trying to create sub brands to cater the different needs of the customers at different times.

2.2.5 Hotels, Airports Move to Ease Mobile Use

This article is written by Deborah De Voe published in the InfoWorld. This focuses on designing the rooms to cater the needs of the business executives.

The importance of designing the rooms to cater the variety of users is clearly emphasized in this article. For a smaller added value the hoteliers are interested in providing the larger desks, improving improved lighting, easily accessible power outlets and phones with data jacks to fulfill the needs of these business communities.

Most hotels now provide fax, copier, and printer units in their business rooms. Some function a separate business centers within the hotel to provide convenience service for the business community who visit the hotel

10

Chapter 03 Research Design 3.1 Focus Groups & Personal Interviews

3.1.1 Focus Groups In order to get an insight in to the problem at hand a focus group session was conducted. The focus group consisted the working students and a mixture of both girls and boys were selected. Two focus group sessions were conducted and each group consisted of 8 boys and 8 girls. They were selected mainly because they formed a major part of the target market of the Ceylon Continental Hotels restaurants. Therefore this sample is an accurate representation of the target population. The pre requisite for selection was that the participants should have tried the product or service. The time duration for the focus group session was two hours.

Focus groups would be a reliable source of information for this research because: Ceylon Continental Hotel is a hotel that mainly targets to young business executives. So in order to get a better understanding of the product it is essential to get the target markets perspective about the hotel. This method facilitates the gathering of such information and it would be considered as the preferred method, since this has to deal with working students. This is also a relatively fast way of getting responses at once. Mainly because the discussion is involved with a group of student who is still studying. Its also possible for the researcher to gain a first hand experience of the working students reactions It is easy to execute and therefore relatively inexpensive. Also the use of more than one focus group will enable the researcher to get a clear and unbiased understanding of the target markets behavior and attitudes.

11

3.1.2 Personal Interview

A Personal interview was conducted with the three Business executives who visit the Ceylon continental Hotel often. According to those business executives there are some restaurants are used comparatively low to the other restaurants at Ceylon continental Hotel. According to the information provided and through analyzing the sales figures (in the Colombo and around Colombo area) we were able to arrive to the conclusion that there is a declining demand for some of the restaurants at Ceylon Continental Hotel in the off peak season. The time duration for the interview was one hour.

3.1.2.1Questions Who use the current facilities of Ceylon Continental Hotel? (With regard to their sex, age and the job position) What attracts the current customers of the target market to visit Ceylon Continental Hotel? What are the facilities already used by the current customers? What are the other facilities they like to have? Why? What restaurants in Ceylon Continental Hotel would they normally choose? Why customers prefer other hotels than Ceylon Continental Hotel? What are the promotions taken places by its competitors? What are the facilities they have the Ceylon Continental Hotel doesnt?

12

3.2 Findings of Personal Interview and Focus Groups

At present the facilities of Ceylon Continental Hotel is mostly used by the foreigners and other than them business crowd use for business lunches, weddings and conferences, special occasions, party goers and honey moons. The factors that attracts the current customers of the target market to visit Ceylon Continental Hotel is the excellent services for conferences and weddings, special promotions for special occasions for example Mothers day, valentines day and the convenient buffet lunches. At present the customers mainly use facilities such as swimming pool, gym, flower shop, Laundry and Mane Studio Salon. More than those facilities the customers of Ceylon Continental Hotel like to have shopping arcade because they are convenient and video game centers for entertainment Most customers of Ceylon Continental Hotel use restaurants like Tandoor and La Patisserie de Paris Above all those facilities, the Ceylon Continental Hotel is lacking from some facilities from its competitors. Those facilities could be Suite rooms, Billiard snooker rooms and specialized Japanese, Chinese restaurants

13

3.3 Descriptive Research

The questionnaire has been developed by incorporating the research objectives. Further the information is gathered through the initial discussions conducted with the hotel managers and the current customers of the Ceylon Continental Hotel. The literature survey has been used to derive the questions from the relevant areas.

The total number of 120 questionnaires was distributed out of which a number of 100 were collected. This was distributed among the current customers and the business executives of the organizations situated in Colombo who have already visited the Ceylon Continental hotel. They were distributed in general among a group of companies such as Suncity development (pvt) Ltd. , Virtusa- Cinnamon Lakeside premises, HSBC bankBambalapitiya, Dialog G.S.M col 4 and Standard Charted Bank-Kolpity. Further it was distributed among the working crowd who study at ACBT and the Businessmen and women work in Kolpity, Wellawatte and Bambalapitiya in General.

The prerequisite for the participants is considered as the previous visits and experiences of the services at Ceylon Continental Hotel in the recent past (during the year 2010). Clear guidance was provided along with the Questionnaires as to how to fill it appropriately.

There are 27 questions that include two open ended questions and rest the close ended questions. It may take about maximum of 15 minutes to answer the questionnaire since it is created for the convenience of the participants.

14

3.3.1 Sampling

The sample Population

The target population for this research was the business executives, who have visited Ceylon Continental hotel, at least once. Hence the questionnaire was distributed among business executives from selected companies and from Universities.

Sampling techniques

The judgmental sampling technique, a non-probability sampling method was used to gather information from the target market. It was decided to use judgmental sampling technique, due to time constraints, and due to the fact the target sample needed was people, had to be business executives, the companies target market, and who have already visited Ceylon Continental Hotel. Thus we selected business executives from a number of companies and the working students of Universities whereby the target market would be effectively represented.

Sample size

The sample size for the research will be about 100 participants, with a view of capturing fair representation of all demographics.

Sample Frame

The sample Frames consists of equal number of participants from males and females, from all designations.

15

3.3.2 Measurement Instrument

Questionnaire Analysis

Objective

Questions

To determine the promotions that attract 4, 5, 6, 7, 8, 9, 10, 15, 17 & 18 the current customers of the business community To identify the customer satisfaction over 10, 12,13, 14, 16 & 19 current promotions and facilities To obtain the composition of customers 22, 23, 24 & 25

To determine why the customers prefer 3, 20 & 21 other hotels than Ceylon Continental Hotel Measurement Scales Scales used in the questionnaire are Nominal Scale Interval scale Ordinal scale

Nominal Scale The following questions have used nominal scales. Questions 1, 3, 6, 7, 8, 9, 11, 12, 14, 15, 17, 18, 20, 21 23 & 24

Interval scale The following questions have used interval scales. Question 5, 10, 13, 16, 19, 22 & 25. Ordinal scale The following questions have used ordinal scales.

16

3.4 Analytical Method

For the analytical purpose the SPSS statistical package will be used.

1. Which of the following hotels have you visited? (Select all that apply) Cinnamon Lakeside Yes 1 No 2 Cinnamon Grands Hotel Yes 1 No 2 Ceylon Continental Hotel Yes 1 No 2 Colombo Hilton Yes 1 No 2 Mount Lavinia Hotel Yes 1 No 2 Galadari Hotel Yes 1 No 2 2. How often do you visit these hotels? Rarely Sometimes Often Very often Not answered

1 2 3 4 9

3. Which hotel have you visited most? (Select one answer) Cinnamon Lakeside Cinnamon Grands Hotel Ceylon Continental Hotel Colombo Hilton Mount Lavinia Hotel Galadari Hotel Not answered 4. What attracts you to visit Ceylon Continental Hotel? Convenience Good food Value for money

1 2 3 4 5 6 9

1 2 3 17

Good facilities Relaxing Attractive promotions Great time with family/friends Others Not answered

4 5 6 7 8 9

5. What do you think of their service? (Select one answer) Very good Fairly good Neither good nor bad Not very good Not good at all Not answered 6. What time of the day do you visit the hotel most? Morning Lunch Evening Night Late night Not answered 7. When during the week do you visit the hotel most? Week days Week ends Friday night Sunday afternoon Not answered 8. With whom do you generally come to hotel? Alone With friends With family Not answered

1 2 3 4 5 9

1 2 3 4 5 9

1 2 3 4 9

1 2 3 9

9. Which of the following promotions attract you? (Select all that apply) Food festivals Yes 1 No 2 Steak and beer promotions 18

Yes No Sunday brunch at Caf Emerald Yes No Seafood buffet at Pearl Restaurant Yes No Theme nights Yes No North Indian set menu lunch Yes No

1 2 1 2 1 2 1 2 1 2

10. Please indicate your interest regarding the above selected promotions? Very interested 1 Somewhat interested 2 Not very interested 3 Not answered 9 11. What are the restaurants you have dined at Ceylon Continental Hotel? (Select all that apply) La Patisserie de Paris Yes 1 No 2 Tandoor - Authentic North Indian Restaurant Yes 1 No 2 Caf Emerald Yes 1 No 2 The Heist Bar Yes 1 No 2 Pearl Seafood Restaurant Yes 1 No 2 BBQ & Beer Garden Yes 1 No 2 Pizzeria Yes 1 No 2

19

12. Which restaurant food do you like most? (Select one answer) La Patisserie de Paris 1 Tandoor 2 Caf Emerald 3 The Heist Bar 4 Pearl Seafood Restaurant 5 BBQ & Beer Garden 6 Pizzeria 7 Not answered 9 13. How satisfied are you with the food served at the above selected restaurant? Very satisfied 1 Quite satisfied 2 Somewhat satisfied 3 Not at all satisfied 4 Not answered 9 14. Why do you prefer to dine at the above mentioned restaurants? Convenience Good food Value for money Great time with family/friends Others Not answered 1 2 3 4 5 9

15. Which of the following facilities have you used during your previous visits? (Select all that apply) Swimming pool Yes 1 No 2 Continental laundry Yes 1 No 2 Continental Gymnasium Yes 1 No 2 The flower shop Yes 1 No 2 Sauna & ultimate wellness spa Yes 1 No 2 Business centre Yes

1 20

No

16. Please indicate the importance of each of these facilities with regard to your level of Usage.
Very important Fairly important Neutral Not so important Not at all important

Swimming pool Continental laundry Continental Gymnasium The flower shop Sauna & ultimate wellness spa Business centre

1 1 1 1 1 1

2 2 2 2 2 2

3 3 3 3 3 3

4 4 4 4 4 4

5 5 5 5 5 5

17. What are the other facilities you would like to have? Chinese restaurant 1 Coffee shop 2 Gift shop 3 Discount on rooms for locals 4 Others 5 Not answered 9

18. Have you stayed overnight at the rooms or suits at the Ceylon Continental hotel? Yes 1 No 2 Not answered 9 19. How satisfied were you with the room facilities? Highly satisfied 1 Somewhat satisfied 2 Neither satisfied nor dissatisfied 3 Somewhat dissatisfied 4 highly dissatisfied 5 Not answered 9

20. What are the other hotels that you like to visit more often? (Select all that apply) Cinnamon Lakeside Yes 1 No 2 Cinnamon Grands Hotel Yes 1 No 2 21

Colombo Hilton Yes No Mount Lavinia Hotel Yes No Galadari Hotel Yes No 21. Why? (Select all that apply) Better food Yes No Better facilities Yes No Better service Yes No Better image Yes No More convenience Yes No

1 2 1 2 1 2

1 2 1 2 1 2 1 2 1 2

The following questions are for the classification purposes only. 22. Age: 16 20 21 35 36 49 50 or over 1 2 3 4

23. Sex:

male 1

female 2

22

24. Designation: Director/ partner Chief officer/ senior manager Manager/ Asst. Manager Self occupied Others Not answered 26. Monthly Income: Under Rs.25, 000 Rs.25,000 - Rs.39,999 Rs.40,000 - Rs.74,999 Rs.75,000 or over Not answered 1 2 3 4 5 9

1 2 3 4 9

23

Chapter 04 Data Presentation and Analysis 4.1 Demographics of the survey respondents
The sample comprised of 100 respondents from the business community in the Colombo district who had visited and experienced the services at the Ceylon Continental Hotel in the recent past (within the year of 2010) in order to gather the sufficient information to achieve the objectives of the survey. The sample consisted of equal percentage of 50% for both the male and female respondents. It also consisted of 59 respondents within the age group of 21 to 35, 31 respondents from age 36 to 49 and 10 respondents within the age group of 50 or over.

The Sample Distribution of the Gender

sex
60

50

40

30

20

Percent

10

0 male female

sex

Figure 1 (Refer appendices)

24

The Sample Distribution of the Age

age
70

60 59 50

40 30

31

20

Frequency

10 0 21-35 36-49

10

50 or over

age

Figure 2 The sample can be further categorized according to the organizational role of the participants. It consisted of organizational roles such as director, general manager, divisional manager, executives and other designations with the frequency of 17, 15, 35, 18 and 15 respectively. Comparatively a high percentage of the respondents belonged to the organizational role of divisional managers.

The Designation Distribution of Respondents

designation
40

35 30

20 17 15 18 15

Frequency

10

0 director dev isional mana ger general manage r executiv es other

designation

Figure 3 The respondents of the sample fall into the monthly income categories of 25,000 to 39,999, 40,000 to 74,999 and 75,000 or over with the frequency level of 45,35 and 20 respectively. 25

The Monthly Income level of the Respondents

monthly income
50 45 40

35 30

20 20

Frequency

10

0 25,000-39,999 40,000-74,999 75,000 or orver

monthly income

Figure 4

4.2 Objective 1: Determine the promotions that attract the current customers of the
business community. The attraction of the promotions and the income level of the respondents Cross Tabulation promotions

Monthly income levels 25,00040,00039,999 74,999 7 20.6 26 76.5 31 91.2 21 61.8 25 73.5 26 76.5 34 35.1

total 75,000 or over 7 35.0 10 50.0 13 65.0 10 50.0 12 60.0 15 75.0 20 20.6 23 23.7 72 74.2 85 87.6 62 63.9 70 72.2 73 75.3 97 100.0

Food festivals

9 20.9 Steak and beer promotions 36 83.7 Sunday brunch at caf 41 Emerald 95.3 Seafood buffet at Pearl 31 restaurant 72.1 Theme nights 33 76.7 North Indian set menu lunch 32 74.4 Total 43 44.3 Percents and totals based on respondents

Most respondents prefer the promotion of that resulted 87.6% out of the 97 respondents. Food festivals are the least preferred when compared with the other given promotions that resulted only 23.7% of the respondents. 95.3% out of the 43 respondents who belong 26

to the monthly income level of 25,000-39,999 are attracted to the Sunday brunch at Caf Emerald. A percentage of 91.2 out of the 34 respondents who belong to the income level between 40,000 and 74,999 are also attracted to the promotion at Caf Emerald. Most respondents that belong to the income level of 75,000 or over are attracted to the North Indian set menu lunch that result in 75% out of 20 respondents.

Which re s taurant food do you lik e m os t * age Cross tabulation age 36-49 4 12.9% 4 12.9% 10 32.3% 9 29.0% 3 9.7% 1 3.2% 31 100.0%

21-35 Whic h res taurant f ood do you like mos t "La Patis serie de Paris Tandoor "Caf Emerald "Pearl Seaf ood Restaurant "BBQ & Beer Garden Pizz eria Total Count % w ithin age Count % w ithin age Count % w ithin age Count % w ithin age Count % w ithin age Count % w ithin age Count % w ithin age 5 8.5% 27 45.8% 4 6.8% 10 16.9% 10 16.9% 3 5.1% 59 100.0%

50 or over 1 10.0% 2 20.0% 6 60.0% 1 10.0%

10 100.0%

Total 10 10.0% 33 33.0% 20 20.0% 20 20.0% 13 13.0% 4 4.0% 100 100.0%

Both male and female participants of 33% from the entire sample prefer the food at Tandoor restaurant. The food at Pizzeria is the least preferred that resulted 4% from the 100 participants. The food at Tandoor is preferred by the 45.8% of participants within the age group of 21 to 35. The pearl seafood restaurant and the BBQ and beer garden are the second most preferred dining places that resulted equal percentage of 16.9 for each. A percentage of 32.3% and 60% of the participants of the age group of 36 to 49 and 50 or over respectively prefer the food at Caf Emerald. BBQ and beer garden and the Pizzeria are the least preferred by the respondents aged 50 or over. The food at Prizzria is the least preferred by all the age groups.

27

One Tail T test

H0 : People have a neutral attitude about room facilities ( = 3) H1 : People have a positive attitude about room facilities ( < 3) Alpha level = 0.05 (95% confidence level)

One -Sam ple Statistics Std. Error Mean 7.97E-02

N satisf action w ith room f acilities 100

Mean .48

Std. Deviation .80

One -Sam ple Tes t Test Value = 3 95% Conf idence Interval of the Dif f erence Low er Upper -2.68 -2.36

t satisf action w ith room f acilities -31.600

df 99

Sig. (2-tailed) .000

Mean Dif f erence -2.52

The following hypothesis was developed in order to test whether people are satisfied with the room facilities at Ceylon Continental Hotel. The two tailed significance is 0.0005. Therefore the one tailed significance is 0.00025. Since it is less than 0.05, reject H0 and accept H1. Therefore people have favorable attitude towards the room facilities provided by the hotel.

28

4.3. Objective 2: Identify the customer satisfaction of the current facilities provided
by the hotel.
Which re s taurant food do you like m ost * How s atis fie d are you w ith the food s erved Cr os stabulation How satisf ied are you w ith the f ood served neither Highly Somew hat satisf ied nor Somew hat satisf ied Satis fied diss atis fied Diss atis f ied 9 1 23.1% 8 20.5% 13 33.3% 3 7.7% 5 12.8% 1 2.6% 39 100.0% 2.0% 22 43.1% 4 7.8% 15 29.4% 6 11.8% 3 5.9% 51 100.0% 5 100.0% 5 100.0% 1 20.0% 1 20.0% 2 40.0% 1 20.0% 1 20.0% 2 40.0% 2 40.0%

Whic h res taurant f ood do you like mos t

"La Patis serie de Paris

Tandoor

"Caf Emerald

"Pearl Seafood Restaurant

"BBQ & Beer Garden

Pizz eria

Total

Count % w ithin How satisf ied are you w ith the f ood s erv ed Count % w ithin How satisf ied are you w ith the f ood s erv ed Count % w ithin How satisf ied are you w ith the f ood s erv ed Count % w ithin How satisf ied are you w ith the f ood s erv ed Count % w ithin How satisf ied are you w ith the f ood s erv ed Count % w ithin How satisf ied are you w ith the f ood s erv ed Count % w ithin How satisf ied are you w ith the f ood s erv ed

Total 10 10.0% 33 33.0% 20 20.0% 20 20.0% 13 13.0% 4 4.0% 100 100.0%

33.3% out of the 39 customers find the food at Caf Emerald highly satisfied. 22 participants out of 51 who like the food at Tandoor are somewhat satisfied. In overall Over 50 respondents are somewhat satisfied with the food served at the restaurants at Ceylon Continental Hotel. 39% respondents from the total sample are highly satisfied with the food at the restaurants. An equal percentage of 5% from the total sample falls into the category of neither satisfied nor dissatisfied and somewhat dissatisfied.

The attitude of the respondents toward the current promotions

According to appendix C most people are interested on the current promotions provided by the hotel. In comparative with other promotions 52% of the respondents have found the food festivals as very interested.

29

The importance of the facilities provided by the hotel to the current customers.
importanc e of swimming pool
60
40

importanc e of laundry
36

50 50 40 35 30
20 18 15 30

28

20
10

Percent

10 8 0 no answer very important fairly important neutral 7

Percent

0 no answer very important fairly important neutral

3 not so important

importance o f swimming pool

importance o f laundry

Figure 5
importan ce of gym
50

Figure 6

40

41

30

20

24 18

Percent

10

14

0 no answer fairly important very important neutral

3 not so importan t

importance of gy m

Figure 7
importan ce of flower shop
40 35 30

24 20 17 10 13 9

Percent

0 no answer fairly important not so importan t neutral not at all import ant very important

importance of f lower shop

Figure 8

30

importanc e of spa
30

26

20

21 17 17

10 10 9

Percent

0 no answer fairly important very important neutral not so important not at all importa nt

importance o f spa

Figure 9
importance of business centre
50

40 38 30 34

20

Percent

10 10 0 no answer f airly important v ery important

12

4 not so importan t neutral not at all import ant

importance of business centre

Figure 10

The 50% of the respondents consider the swimming pool as very important facility whereas 35% consider it as fairly important. 36% of the respondents consider the laundry facilities as fairly important and only a small percentage like 3% take it as not so important. Most of the participants (41%) perceive the gymnasium facility as fairly important. A percentage of 35 view the flower shop as fairly important and 24% have a neutral attitude towards it. 26% of the respondents perceive the spa as a fairly important facility. a total number of 72% of the participants consider the business center as very and fairly important. Excluding the pool facility other facilities provided by the hotel is considered as fairly important by the current customers.

31

4.4. Objective 3: To obtain the composition of the customers

Cross Tabulation: The dined restaurants * with whom Visited restaurants With whom alone With friends La Patisserie de paris Tandoor Caf Emerald The Heist Bar Pearl Seafood restaurant BBQ & Beer Garden Pizzeria Total 5 38.5 8 61.5 8 61.5 11 84.6 10 76.9 9 69.2 12 92.3 13 13.0 42 77.8 33 61.1 26 48.1 46 85.2 29 53.7 34 63.0 36 66.7 54 54.0 total With family 19 57.6 17 51.5 18 54.5 32 97.0 20 60.6 25 75.8 23 69.7 33 33.0 66 66.0 58 58.0 52 52.0 89 89.0 59 59.0 68 68.0 71 71.0 100 100.0

Percentage and totals based on respondents 89% of the participants of the total sample have dined at the Heist bar. The second most dined place is the Pizerria that resulted 71% of the sample. 12% of the participants have dined at Pizerria alone a high percentage in comparative with others. 85.2% of the respondents have dined at the Heist bar with friends. The second most dined place with friends is the La Patisserie de paris. A percentage of 32% out of the 33 respondents like to dine at the Heist bar with the family. BBQ & Beer Garden and the Pizzeria are the other places where respondents like to dine with their families that fall into the second and third positions respectively. The Heist bar was the most visited place where

respondents have dined alone, with friend and with family.

32

Chi-Square test
Which re s taurant food do you lik e m ost * s ex Cros stabulation sex male Whic h res taurant f ood do you like mos t "La Patis serie de Paris Tandoor "Caf Emerald "Pearl Seafood Restaurant "BBQ & Beer Garden Pizz eria Total Count % w ithin s ex Count % w ithin s ex Count % w ithin s ex Count % w ithin s ex Count % w ithin s ex Count % w ithin s ex Count % w ithin s ex 6 12.0% 12 24.0% 11 22.0% 7 14.0% 12 24.0% 2 4.0% 50 100.0% f emale 4 8.0% 21 42.0% 9 18.0% 13 26.0% 1 2.0% 2 4.0% 50 100.0% Total 10 10.0% 33 33.0% 20 20.0% 20 20.0% 13 13.0% 4 4.0% 100 100.0%

33% of the participants both males and females prefer the food served at Tandoor. An equal percentage of the respondents like the food at Caf Emerald and the Pearl Seafood Restaurant. Both the food at Tandoor and BBQ & beer garden are equally preferred by the male participants that resulted in 24% of the total male participants. Most of the females (42% of the total female participants) like the food at Tandoor and the food at BBQ and Beer garden is the least prefered. Both the male and female participants like the food at Tandoor the most. H0 : there is no association between the preference of the restaurant food and gender H1 : there is an association between the preference of the restaurant food and gender Alpha level = 0.05 (95% confidence level)

33

Chi-Square Te s ts Asy mp. Sig. (2-s ided) .015 .007 .146

Pearson Chi-Square Likelihood Ratio Linear-by -Linear Ass ociation N of Valid Cases

Value 14.162 a 15.888 2.115 100

df 5 5 1

a. 2 cells (16.7%) hav e ex pec ted count less than 5. The minimum ex pec ted count is 2.00.

The following test is carried out in order to find whether there is an association between the preference of the restaurant food and gender. The number of cells with the frequency less than 5 is less than the 20% of the total number of cells. Therefore the test can be conducted. According to Pearson Chi-square the significance is 0.015 which is less than the alpha value (0.015 < 0.05). Therefore reject H0. This means there is an association between the preference of the restaurant food and gender.

34

Which re s taurant food do you lik e m os t * What tim e of the day do you visit CCH Cr os stabulation What time of the day do you visit CCH 1.00 2.00 5 5 the 13.5% 13 the 35.1% 10 the 27.0% 7 the 18.9% 2 the 5.4% 7.9% 20 31.7% 10 15.9% 13 20.6% 11 17.5% 4 the 37 the 100.0% 6.3% 63 100.0%

Whic h res taurant f ood do you like mos t

"La Patis serie de Paris

Tandoor

"Caf Emerald

"Pearl Seafood Restaurant "BBQ & Beer Garden

Pizz eria

Total

Count % w ithin What time of day do y ou v isit CCH Count % w ithin What time of day do y ou v isit CCH Count % w ithin What time of day do y ou v isit CCH Count % w ithin What time of day do y ou v isit CCH Count % w ithin What time of day do y ou v isit CCH Count % w ithin What time of day do y ou v isit CCH Count % w ithin What time of day do y ou v isit CCH

Total 10 10.0% 33 33.0% 20 20.0% 20 20.0% 13 13.0% 4 4.0% 100 100.0%

1.00- day time

2.00- night

35.1% and 31.7% of the respondents like to dine at Tandoor during day time and night. Pizzeria is the least preferred among both respondents who prefer to dine daytime and night at Ceylon Continental. Chi square test
What tim e of the day do you vis it CCH * Age s Catogorie Cross tabulation Ages Catogorie 16-35 36 and over 21 16 35.6% 39.0% 38 25 64.4% 61.0% 59 41 100.0% 100.0%

What time of the day do y ou v is it CCH

1.00 2.00

Total

Count % w ithin Ages Catogorie Count % w ithin Ages Catogorie Count % w ithin Ages Catogorie

Total 37 37.0% 63 63.0% 100 100.0%

1.00- daytime

2.00- night

35

More than half of the respondents like to visit the hotel at night. 64.4% of the respondents who belong to the age category of 16-35 like to visit hotel at night. 61% of the people who belong to the age category of 36 or over also mostly visit the hotel at night. H0 : there is no association between the preference of visited times and age H1 : there is an association between the preference of visited times and age Alpha level = 0.05 (95% confidence level)
Chi-Square Te s ts A sy mp. Sig. (2-s ided) .727 .889 .727 Ex ac t Sig. (2-s ided) Ex ac t Sig. (1-s ided)

Pearson Chi-Square a Continuity Correction Likelihood Ratio Fisher's Exact Test Linear-by -Linear A ss ociation N of V alid Cas es

V alue .122 b .019 .122

df 1 1 1

.834 .121 100 1 .728

.444

a. Computed only f or a 2x 2 table b. 0 cells (.0%) hav e ex pec ted count less than 5. The minimum expected c ount is 15.17.

The following test is carried out in order to find whether there is an association between the preferences of the time the respondents visit the hotel and their age. The number of cells with the frequency less than 5 is less than the 20% of the total number of cells. Therefore the test can be conducted. According to Pearson Chi-square the significance is 0.727 which is greater than the alpha value (0.727 > 0.05). Therefore do not reject H0. This means there is no association between the preference of the visited times and age.

36

4.5. Objective 4: To determine why the customers prefer other hotels than Ceylon
Continental Cross tabulation: Hotels * Features Hotels Features Better Better food facilities Cinnamon Lakeside Cinnamon Grand Colombo Hilton Mount Lavinia Hotel Galadari Hotel Total 32 60.4 45 60.8 25 56.8 47 64.4 45 57.0 54 56.8 34 64.2 48 64.9 31 70.5 45 61.6 47 59.5 59 62.1

total Better service 37 69.8 49 66.2 35 79.5 46 63.0 50 63.3 62 65.3 Better image 41 77.4 60 81.1 39 88.6 52 71.2 57 72.2 70 73.7 More convenience 43 81.8 57 77.0 30 68.2 61 83.6 68 86.1 76 80.0 53 55.8 74 77.9 44 46.3 73 76.8 79 83.2 95 100.0

Most respondents like to visit Galadari Hotel more often. 64.4% out of 54 respondents like to visit Mount Lavinia Hotel for better food. More than 80% of the respondents prefer Cinnamon Grands because of the better facilities provided. 80.6% of the

customers like Galadari Hotel for their better service. Nearly all the respondent like Cinnamon Grands for their better image. Nearly 90% of the respondents visit Galadari hotel because of the convenience. Most respondents like to visit Cinnamon Grands for their better facilities and image. Most of the respondents prefer to visit Galadari hotel for better service they provide and the convenience. People like to visit Hilton better service and better image.

37

Chapter 05 Conclusion and Recommendations A more standardized approach should be taken with the promotion of North
Indian set menu lunches since it has been preferred by the customers in high income levels (>75,000). These lunches should meet certain standards and be in good quality that would enable to provide something more than just the food in order to attract the customers who belong to this category.

The restaurants can be catered towards different age groups. This is due to the fact
that the research findings shows the respondents between age 16 to 35 prefer the food at Tandoor and food at Caf Emerald is preferred by the customers over 35. Therefore the restaurants such as Tandoor should focus more on targeting their promotions within the age group of 16 to 35.

Even though the research finding shows that the customers have a favorable
attitude towards the room facilities, since the number of local customers who have used the accommodation facilities are quite less it is recommended to utilize the resources in to the other promotions that have a high demand.

It is recommended to focus more on the food promotions since the findings shows
that 90% of the respondents have a favorable attitude towards the food served by the hotel. It also shows that most of the respondents have found the food festivals as very interested.

Since there is an association between the preference of restaurant and gender the
promotions of different restaurants can be catered towards the two different genders. According to the findings Tandoor can be catered to both male and female since they both like food at Tandoor. Special promotions for the males can

38

be carried out at the BBQ & Beer Garden due to the fact that they prefer to dine there.

It is recommended to carry out the promotions at restaurants in collaboration with

the existing facilities that are more important to the customers. Since the swimming pool is regarded as very important by the customers, the restaurant promotions can be allocated to those places in order to get a better customer attraction.

It is recommended to consider not having promotions at Pizzeria since it is not

preferred by most of the respondents. The management can either introduce new promotions or allocate the resources to the other promotions that have a higher demand. In the current situation, Pizzeria has been removed by the management, as it is not preferred by a large proportion of the respondents, we can consider it as an appropriate decision.

Promotions can be further targeted at the customers who visit the hotel with
friends and families. These promotions can be designed in a manner that would fulfill the requirements of the customers who visit the hotel with friends and families. For example, a wide variety of liquor provided at the liquor bars to satisfy a large proportion of the customers can be considered as an effective method.

It is recommended to carry out most of the promotions at night since a large

percentage of the respondents mostly visit the hotel at night. It would provide a high exposure of the promotions which in return would help to increase the customer awareness regarding the promotions that are taken place at the hotel.

39

 The management have removed the Pearl Restaurant and re-introduced it as a

banquet hall. But since 20% of the respondents preferred the food served at the Pearl Restaurant, the management can reconsider its decision to re-establish the Pearl Restaurant.

40

6.0 Appendices
QUESTIONNAIRE The following questionnaire is designed only for the purpose of collecting information. Further these information will be confidential and will not be used for any other purpose. Your name will not be included in the questionnaire at any state. 1. Which of the following hotels have you visited? (Select all that apply) Cinnamon Lakeside Cinnamon GrandsHotel Ceylon Continental Hotel Colombo Hilton Mount Lavinia Hotel Galadari Hotel 2. How often do you visit these hotels? Rarely Sometimes Often Very often 3. Which hotel have you visited most? (Select one answer) Cinnamon Lakeside Cinnamon GrandsHotel Ceylon Continental Hotel Colombo Hilton Mount Lavinia Hotel Galadari Hotel 4. What attracts you to visit Ceylon Continental Hotel?

5. What do you think of their service? (Select one answer) Very good Fairly good Neither good nor bad Not very good Not good at all 6. What time of the day do you visit the hotel most? Morning Lunch Evening Night Late night

41

7. During what time of the week do you visit the hotel most? Week days Week ends Friday night Sunday afternoon 8. With whom do you generally visit the hotel? Alone With friends With family 9. Which of the following promotions attract you? (Select all that apply) Food festivals Steak and beer promotions Sunday brunch at Caf Emerald Seafood buffet at Pearl Restaurant Theme nights North Indian set menu lunch 10. Please indicate your interest regarding the above selected promotions. Very Interested Food festivals Steak and beer promotions Sunday brunch at Caf Emerald Seafood buffet at Pearl Restaurant Theme nights North Indian set menu lunch ------------------------------------------------------Somewhat Interested ------------------------------------------------------Not very Interested -------------------------------------------------------------

11. What are the restaurants you have dined at Ceylon Continental Hotel? (Select all that apply) La Patisserie de Paris Tandoor - Authentic North Indian Restaurant Caf Emerald The Heist Bar Pearl Seafood Restaurant BBQ & Beer Garden Pizzeria 12. Which restaurant food do you like most? (Select one answer) La Patisserie de Paris Tandoor - Authentic North Indian Restaurant 42

Caf Emerald The Heist Bar Pearl Seafood Restaurant BBQ & Beer Garden Pizzeria 13. How satisfied are you with the food served at the above selected restaurant? Highly satisfied Somewhat satisfied Neither satisfied nor dissatisfied Somewhat dissatisfied Highly dissatisfied 14. Why do you prefer to dine at the above mentioned restaurants?

15. Which of the following facilities have you used during your previous visits? (Select all that apply) Swimming pool Continental laundry Continental Gymnasium The flower shop Sauna & ultimate wellness spa Business centre

16. Please indicate the importance of each of these facilities with regard to your level of usage.
Very important Fairly important Neutral Not so important Not at all impoartant

Swimming pool --------Continental laundry --------Continental Gymnasium --------The flower shop --------Sauna & ultimate wellness spa --------Business centre ---------

-------------------------------------------

-------------------------------------

-------------------------------------------------

-------------------------------------

17. What are the other facilities you would like to have?

18. Have you stayed overnight at the rooms or suits at the Ceylon Continental hotel? Yes No

43

19. How satisfied were you with the room facilities? Highly satisfied Somewhat satisfied Neither satisfied nor dissatisfied Somewhat dissatisfied Highly dissatisfied 20. What are the other hotels that you like to visit more often? (Select all that apply) Cinnamon Lakeside Cinnamon GrandsHotel Colombo Hilton Mount Lavinia Hotel Galadari Hotel 21. Why? (Select all that apply) Better food Better facilities Better service Better image More convenience The following questions are for the classification purposes only. Your answers will be held strictly confidential. 22. Age: 16- 20 21 - 35 36 - 49 50 or over 23. Sex: Male Female 24. Designation :

25. Monthly Income : Under Rs.25, 000 Rs.25,000 - Rs.39,999 Rs.40,000 - Rs.74,999 Rs.75,000 or over

Thank you for your cooperation.

44

Appendix A
Statistics sex N Valid Mis sing

100 0

s ex Cumulativ e Percent 50.0 100.0

Valid

male f emale Total

Frequenc y 50 50 100

Percent 50.0 50.0 100.0

Valid Percent 50.0 50.0 100.0

Statistics age N Valid Mis sing

100 0
age Cumulative Percent 59.0 90.0 100.0

Valid

Frequency 21-35 59 36-49 31 50 or over 10 Total 100

Percent 59.0 31.0 10.0 100.0

Valid Percent 59.0 31.0 10.0 100.0

des ignation Cumulativ e Percent 17.0 32.0 67.0 85.0 100.0

V alid

direc tor general manager devisional manager ex ec utives other Total

Frequenc y 17 15 35 18 15 100

Percent 17.0 15.0 35.0 18.0 15.0 100.0

V alid Percent 17.0 15.0 35.0 18.0 15.0 100.0

45

Statistics monthly income N Valid Mis sing

100 0

m onthly incom e Cumulativ e Percent 45.0 80.0 100.0

Valid

Frequenc y 25,000-39,999 45 40,000-74,999 35 75,000 or orver 20 Total 100

Percent 45.0 35.0 20.0 100.0

Valid Percent 45.0 35.0 20.0 100.0

Appendix B

Frequencies
Statis tics importanc e of sw imming pool 100 0 importanc e of busines s centre 100 0

Valid Mis sing

importanc e of laundry 100 0

importanc e of gy m 100 0

importanc e of f low er shop 100 0

importanc e of spa 100 0

im por tance of s w im m ing pool Cumulativ e Percent 8.0 58.0 93.0 100.0

V alid

Frequenc y no ans w er 8 very important 50 f airly important 35 neutral 7 Total 100

Percent 8.0 50.0 35.0 7.0 100.0

V alid Percent 8.0 50.0 35.0 7.0 100.0

46

im por tance of laundr y Cumulativ e Percent 18.0 33.0 69.0 97.0 100.0

V alid

no ans w er very important f airly important neutral not s o important Total

Frequenc y 18 15 36 28 3 100

Percent 18.0 15.0 36.0 28.0 3.0 100.0

V alid Percent 18.0 15.0 36.0 28.0 3.0 100.0

im por tance of gym Cumulativ e Percent 14.0 38.0 79.0 97.0 100.0

V alid

no ans w er very important f airly important neutral not s o important Total

Frequenc y 14 24 41 18 3 100

Percent 14.0 24.0 41.0 18.0 3.0 100.0

V alid Percent 14.0 24.0 41.0 18.0 3.0 100.0

im por tance of flow e r s hop Cumulativ e Percent 13.0 30.0 65.0 89.0 98.0 100.0

V alid

no ans w er very important f airly important neutral not s o important not at all important Total

Frequenc y 13 17 35 24 9 2 100

Percent 13.0 17.0 35.0 24.0 9.0 2.0 100.0

V alid Percent 13.0 17.0 35.0 24.0 9.0 2.0 100.0

im por tance of s pa Cumulativ e Percent 17.0 38.0 64.0 81.0 91.0 100.0

V alid

no ans w er very important f airly important neutral not s o important not at all important Total

Frequenc y 17 21 26 17 10 9 100

Percent 17.0 21.0 26.0 17.0 10.0 9.0 100.0

V alid Percent 17.0 21.0 26.0 17.0 10.0 9.0 100.0

47

im por tance of busines s ce ntre Cumulativ e Percent 10.0 44.0 82.0 94.0 98.0 100.0

V alid

no ans w er very important f airly important neutral not s o important not at all important Total

Frequenc y 10 34 38 12 4 2 100

Percent 10.0 34.0 38.0 12.0 4.0 2.0 100.0

V alid Percent 10.0 34.0 38.0 12.0 4.0 2.0 100.0

Appendix C
Statistics Attitude Attitude Sunday Seaf ood buf f et brunch @ caf e @ Pearl Emarald Resaurant 99 100 1 0 Attitude North Indian set menu lunc h 100 0

Valid Mis sing

Attitude Food f estiv al 100 0

Attitude Steak & beer promotions 99 1

Attitude Theme nights 100 0

Attitude - Food fe s tival Cumulativ e Percent 23.0 75.0 100.0

Valid

Frequenc y no ans w er 23 Very interes ted 52 somew hat interested 25 Total 100

Percent 23.0 52.0 25.0 100.0

Valid Percent 23.0 52.0 25.0 100.0

Attitude - Ste ak & bee r prom otions Cumulativ e Percent 71.7 86.9 100.0

V alid

Mis sing Total

no ans w er V ery interes ted somew hat interested Total 9

Frequenc y 71 15 13 99 1 100

Percent 71.0 15.0 13.0 99.0 1.0 100.0

V alid Percent 71.7 15.2 13.1 100.0

48

Attitude - Sunday brunch @ cafe Em arald Cumulativ e Percent 83.8 93.9 99.0 100.0

Valid

Mis sing Total

Frequenc y no ans w er 83 Very interes ted 10 somew hat interested 5 Not interested 1 Total 99 9 1 100

Percent 83.0 10.0 5.0 1.0 99.0 1.0 100.0

Valid Percent 83.8 10.1 5.1 1.0 100.0

Attitude - Se afood buffet @ Pearl Res aurant Cumulativ e Percent 63.0 77.0 98.0 100.0

Valid

Frequenc y no ans w er 63 Very interes ted 14 somew hat interested 21 Not interested 2 Total 100

Percent 63.0 14.0 21.0 2.0 100.0

Valid Percent 63.0 14.0 21.0 2.0 100.0

Attitude - Them e nights Cumulativ e Percent 69.0 86.0 100.0

Valid

Frequenc y no ans w er 69 Very interes ted 17 somew hat interested 14 Total 100

Percent 69.0 17.0 14.0 100.0

Valid Percent 69.0 17.0 14.0 100.0

Attitude - North Indian s e t m enu lunch Cumulativ e Percent 73.0 92.0 99.0 100.0

Valid

Frequenc y no ans w er 73 Very interes ted 19 somew hat interested 7 Not interested 1 Total 100

Percent 73.0 19.0 7.0 1.0 100.0

Valid Percent 73.0 19.0 7.0 1.0 100.0

49

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Burns,S.Bush,R. (1998), Marketing Research,United States of America, Prentice Hall

Churchill, G. (2001) Basic Marketing Research, 4th edition, United States of America, The Dryden Press

Dillon, W. Madden, T. & Firtle, N. (1993) Essentials of Marketing Research,United tates of America, The McGraw-Hill Companies Inc

Frumkin,P .(2002,November,18). Recovering N.Y. hotels check out new menu items, promos to boost local traffic. Nations Restaurant News, Vol.36, Iss. 46; pg. 28, 3 pgs Mulrine,A.(1999,Octomber,18).Room service, send up a yogi hotels are introducing a wave of new age perks aimed at business travelers. U.S. News & World Report, Vol.127, Iss. 15; pg. 104.

Silver,D.(200,November).Breaking with Institutions,Vol.110, Iss. 29; pg. 46, 8 pgs.

tradition.Restaurants

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DeVoe,D.(1996,August).Hotels, airports move to ease mobile use. InfoWorld, Vol. 18, Iss. 34; pg. 47, 2 pgs. Roberts,M.(1998,January).Rest assured. The Economist, Vol. 346, Iss. 8050; pg.S7, 3 pgs. Zikmund, W. (2003) Exploring Marketing Research, 8th edition, United States of America, Thomson South Western

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