DETERMINANTS AFFECTING CHOICES OF DINING AT HOTEL RESTAURANTS IN KUALA TERENGGANU

Abstract

This study examines dining preferences at hotel restaurants in Kuala Terengganu, Terengganu. This study investigates the impact of product quality, value-based pricing, menu diversity, and convenience on hotel diners' restaurant selections. The study aims to identify and assess the most influential decision-making factors for customers. The survey sampled hotel visitors at Paya Bunga Hotel, Raia Hotel, Primula Hotel, and Duyung Marina in Kuala Terengganu. Utilising regression analysis, the data from the questionnaire were analysed. This study discovered that food quality, service quality, and pricing have the greatest impact on hotel restaurant customers' decisions. According to a study, promotions and menu variety also influence customer decisions. The sample size and results of this study may only be indicative of domestic travellers and locals. Nonetheless, this study can assist hotel restaurants in Kuala Terengganu in enhancing their service quality and marketing strategies, thereby boosting their commercial success.