"The purpose of this study is to determine the factors affecting the selection of a particular lodging establishment in Tallahassee. This study investigates the basic factors affecting the choice between the primary types of lodging establishments--hotels and motels. An attempt is made to find any existing relationship between the various physical, aesthetic, and economic qualities of representative establishments and the income, occupation or profession, education, geographic origin, and other pertinent factors which may be used to classify the different segements of the traveling public. Attitudes and mental associations held by the respondents are studied because 'they tell us not only what people will accept or reject but how something can be presented to them'"--Introduction. / Typescript. / "August, 1957." / "Submitted to the Graduate Council of Florida State University in partial fulfillment of the requirements for the degree of Master of Science." / Advisor: J. Frank Dame, Professor Directing Study. / Includes bibliographical references (leaves 50-51).