FACTORS INFLUENCING CONSUMERS' DECISION-MAKING PROCESS ON HOTEL SELECTION AFTER COVID-19.

Abstract

The hotel owners have suffered from the ongoing coronavirus disease (COVID-19) as the international flights are prohibited, and the hospitality business was forced to temporarily closed during the peak time of the virus outbreak. The hoteliers have lost a lot of their incomes from both international and domestic tourists. Therefore, this study is conducted to help those hoteliers to understand the consumers’ behaviors (domestic tourists) in term of the factors that they would consider when choosing hotel after COVID-19. The methodology used for data collection in the study is quantitative method by developing questionnaires and distributed online via social media. The sample size is around 132 respondents, with the response rate of 75%. This paper presents the information about the factors that are influential to the consumers’ decision-making process on hotel selection between before and after COVID-19 situation. The results generally show that consumers’ behavior has changed regarding hotel selection. Some factors like Hygiene becomes the most influential factor when selecting hotel after COVID-19. With the findings from the questionnaires, the hoteliers can utilize their investments and prioritize their investment activities to attract more guests during this solitary moment.