Pet Owners’ Hotel Choices in South Korea: Key Attributes

This study explores the hotel selection behavior of pet owners in South Korea, where pet ownership has rapidly increased. Using a two-phase research design, key choice attributes of pet-friendly hotels were identified through literature review, industry analysis, and text mining of user-generated content. Subsequently, a choice-based conjoint (CBC) analysis was conducted with 311 Korean pet owners to assess the relative importance of these attributes. Results revealed that the availability of pet-specific facilities, restaurant accessibility for pets, and price are critical determinants in hotel selection. Integrating the Expectation-Confirmation Model, Theory of Planned Behavior, Construal Level Theory, and service inclusivity perspectives, this study offers a comprehensive understanding of pet travelers’ expectations and decision-making processes. Practical implications suggest that hotels should invest in pet-inclusive amenities, allow pets in dining areas, and transparently communicate pet policies to attract pet travelers. This study extends hospitality research by focusing on an emerging consumer segment and addressing service inclusivity for non-human family members in the Korean context.