The Influence of Attitudes, Subjective Norms and Perceived Behavioral Controls on Hotel Guests\u27 Intention to Return

Customer retention is important to innkeepers to increase repeat business; however, little research has been done to explain and predict why some hotel guests intend to return to a certain hotel when they travel, and others do not. By applying the theory of planned behavior (1), this study examined the factors that influenced the guests\u27 attitudes toward returning, subjective norms with respect to returning, perceived behavioral controls over returning, and guests\u27 intentions of returning from a population of past guests of a hotel. Besides a guest\u27s attitudes toward returning, results of this study have indicated that social influences and situational factors might have an additional impact on a guest\u27s decision to return to a hotel. Factors associated with guests\u27 intention to returning will be utilized in the development of a standardized instrument