What do Norwegians think of US lodging services?

This research is to explore Norwegians’ image of US lodging facilities with a two‐stage perceptual survey of Norwegian residents. Focus group surveys are first conducted to determine the important attributes delineating Norwegians’ perceptions of US lodging facilities. Subsequently, a questionnaire containing the important perceptual attributes, along with socio‐demographic measurement and preference attributes, is developed and used in the on‐site survey. The 169 questionnaires collected in the surveys reveal that skilled employees, safety, friendly employees, and in‐room facilities are the important attributes determining Norwegians’ perceptions of overall service quality of US hotels/motels. Consequently, marketing implications and suggestions for future studies are provided.