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Abstract

Consumer purchasing decisions are influenced by social, cultural, demographic, and situational factors, which are directly linked to people’s desires, needs, wants, and spirituality. (Braithwaite and Scott, 1990) This study examines the factors that influence guest choice of hotel industry and applies them to the case of Awei Metta Hotel in Yangon, Myanmar. The study uses a quantitative research design and surveys a sample of high-end leisure travelers who have recently visited Yangon. Multiple regression analysis will be used to analyze the collected data and identify the significant factors that influence consumer buying decisions for Awei Metta Hotel. The study identifies perceived value for location, price, service quality, resort’s safety and security, and reputation and brand, customer satisfaction of customer choice for Awei Metta Hotel in Yangon, Myanmar. The findings offer valuable insights into the hotel’s marketing strategies and provide a deeper understanding of consumer behavior in the hotel industry. Implementing strategies that prioritize these factors could help Awei Metta Hotel attract and retain high-end leisure travelers, while also enhancing customer satisfaction and loyalty. These insights are also relevant to other hotels industry seeking to adjust their strategies in response to the market.

Author: YE MOE HAN