An exploration of the boutique accommodation experience in Nelson, New Zealand

Abstract

The boutique accommodation experience is explored in order to identify the types of experiences hosts and guests aim to provide and receive. Qualitative in-depth interviews, applying principles of the laddering technique used in marketing, were conducted with hosts and guests at 19 boutique accommodation establishments in the case study region of Nelson, New Zealand. In addition, quantitative self administered surveys were distributed to guests to confirm the findings of the interviews. Five dimensions of the boutique accommodation experience are identified: Unique character, personalised, homely, quality and value-added. These dimensions are explained from the host and guest perspectives to identify congruence and areas necessitating adjustment to the service offering. The importance of heritage buildings in adding to the overall experience of boutique accommodation met varying opinion. Implications and direction for future product development are reported by hosts through their experiences of developing boutique accommodation. This research concludes that tourists who choose boutique accommodation over more traditional forms of accommodation may be more discerning in the experiences they seek. Future research into this specialist sector is recommended in particular on the importance of heritage buildings to the overall experience at boutique accommodation places and also in terms of business advice for the development of heritage boutique accommodation product.