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A Content Analysis on Child-Friendly Hotels as an Emerging Concept in Tourism Marketing

Children have been an interesting topic in the marketing literature both as consumers and influencers. Some studies claim that children might have an influence for buying decision of household products and services, even if for those which are not directly targeting them. This study is based on web information of 89 hotels, which were categorized as child-friendly on third-party hotel review websites. Through a measurement scale, adapted from similar several studies, the child-friendly characteristics of sample hotels were explored. Measurement scale consists of 35 items and five dimensions. According to the findings, the availability of these dimensions are ranked as (1) entertainment-related services, (2) food and beverage services, (3) room-related services or facilities, (4) other services, and (5) baby-related services in a descending order. It is believed that findings of this study will contribute to related literature and will give practical information to tourism decision-makers.