A Study Of Revisit Intention To Boutique Hotels In Melaka

The competition in the hospitality industry in Melaka has increased due to the high demand of accommodations in Melaka. Boutiques hotel can be defined as a unique accommodation with less than 100 rooms, without a large chain and emphasised on personal services. This study is adopting SERVQUAL model to study the factors affecting customer revisit intention to boutique hotels in Melaka. A total of 200 guests with experience visited any boutique hotels in Melaka are selected as the targeted respondents. From the multiple linear regression analysis results, it showed that 51.9 % of total variation in the dependent variable (revisit intention) can be explained by all the five independent variables. The hypothesis analysis result also showed that tangibility, reliability and responsiveness have relationship towards revisit intention to boutique hotels in Melaka. Service quality plays a significant role in managing a hotel organization that a good service quality helps the hotel to create a positive image and maintain a good customer relationship within consumers who visited the particular hotel. Therefore, a combination of good service quality and unique theme can be a very strong competitive advantage that helps boutique hotel have a sustainable business in this stiff competition market in Melak