Choosing the Perfect Stay: Factors Influencing Tourist Hotel Decisions-Making

Abstract

Tourists employ a variety of factors in their decision-making process when selecting hotels. Every hotel visitor must undergoes an evaluation process before deciding on which hotel to stay in. The objective of this study is to ascertain the factors that impact the choice of hotels from the viewpoint of tourist decision-making. This process is essential for tourists as they must carefully consider their preferences while selecting a hotel. The decision-making process that visitors undergo to express their preferences is multifaceted. Therefore, tourists invariably consider many elements and criteria before making a selection. This study employed a quantitative technique, utilizing survey questionnaires delivered to a sample of 385 respondents representing the tourist population in Kedah, Malaysia. The data analyses were performed utilising SPSS and employing multiple regression analysis. The findings indicate that visitors’ decision-making in selecting hotels is influenced by theme and design, location, and room characteristics. Specifically, the location of the hotel has been identified as the most significant factor considered by tourists when choosing hotels in Kedah, Malaysia. The results of this study are advantageous for stakeholders, particularly those in the hotel business, in enhancing their goods and services. This study also provides recommendations for further research based on its findings.