Authors:
Syuhaidah Hamdi
1
;
Taufik Zamri
2
;
Zahira Aziz
2
and
Liyana Rohizad
2
Affiliations:
1
Department of Urban and Regional Planning, Faculty of Built Environment, Universiti Teknologi Malaysia (UTM) and Johor, Malaysia
;
2
Faculty of Hotel and Tourism Management, Universiti Teknologi MARA (UiTM), Puncak Alam and Selangor, Malaysia
Keyword(s):
Boutique hotels, push and pull factor, purchase decision, Malaysia.
Abstract:
Boutique hotel is one of the tourist lodging in Malaysia and Melaka which has been growth sporadic in the hotel industry. With the unique design and theme, it can attract many tourist from over the world to experience themselves in the difference type of accommodation. Thus, the research conducted to identify the push and pull factor that motivate consumer to visit boutique hotel and determine the most agreeable factors towards purchase decision of boutique hotels. The push motivation factor that been examine are uniqueness seeking, interpersonal experience / novelty, social factor, achievement, relaxation and safety. The pull motivation are site value, decoration and theme, exotic atmosphere, different culture and entertainment. A self-administered questionnaire was distributed and 116 valid respondent were collected in four boutique hotel which is Venus Boutique Hotel, Ginger flower Boutique Hotel, Jonker Boutique Hotel and JW Boutique Hotel in Melaka. The valid questionnaire will
be further analyzed using the SPSS to measure the most agreeable factors (push and pull) towards consumer purchase decision to stay in the boutique hotel.
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