THE SIGNIFICANCE OF ONLINE REVIEW ON HOTEL ATTRIBUTES TOWARDS CUSTOMERS ROOM PURCHASING DECISION: BUDGET HOTEL

Abstract

Online review is an important role as a source of information for guest, while customers’ purchasing decision could be reconstructed by looking into online reviews. Hence, the ultimate objective of this research is to determine the most influential hotel attributes that incline customers room purchasing decision for budget hotels. The researcher distributed structured questionnaire to 386 young adults age ranging from 18 to 34 years old who are potentials to patronize city budget hotels in Klang Valley. From this research, the researcher is able to determine the most influential hotel attributes from the online reviews that incline customers purchasing decision for budget hotels which is price, cleanliness and location.