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Abstract

The COVID-19 pandemic has significantly disrupted the tourism and hospitality industry, leading many establishments to reorient their focus towards domestic markets. This study investigates the factors influencing consumer buying decisions in the post-COVID era, with a focus on Awei Metta Hotel, a five-star establishment in Yangon, Myanmar. Using a quantitative research design and surveying high-end leisure travelers, the study applies multiple regression analysis to identify key determinants of purchasing behavior. Findings highlight perceived value for money, customer satisfaction, perceived risk, and level of involvement as critical factors shaping consumer decisions. The results provide actionable insights for Awei Metta Hotel and other hospitality businesses to refine marketing strategies, enhance customer satisfaction, and strengthen loyalty in a rapidly evolving market environment.

Author: AUNG THEIK