Influencing factors of consumer decision making in choosing a hotel.

Abstract

The purpose of this research is to examine what factor can influence consumer decision making in choosing a hotel. The research used a quantitative approach. Data was collected by distributed questionnaire in both paper and online form. The survey was conducted from 153 respondents. The study revealed that personal belief and reference have a strong influence on consumer decision making in choosing a hotel. Moreover, it was proved that availability of alcohol in a hotel has no effect on consumer decision making in choosing a hotel.