Visitor’s cultural-based perceptions of hospitality services in Tehran: an exploratory study of mostly booked hotels

Abstract

Implicit theories can be generalized in many issues of human-based subjects. They have never been used in researches of hospitality and tourism industry customers. As long as they can be attributed to individuals in the role of tourists who are travelling around the world like any other individual so for the purpose of this master thesis implicit theories and categorization theories that are related to implicit dimension of perception process in relation with different issues have been utilized in the first step. The main research has been carried out in two most popular hotels of Tehran the capital of Iran. The results is considered to be beneficial for making the improvements in hospitality industry of Islamic republic of Iran and getting closer to International hospitality standards. Cluster analysis of different groups resulted in diverse satisfied or unsatisfied diverse featured groups. People can be similar in what they prefer and expect based on the implicit mindset that they might have.