Image, Service Quality, and Value for Money Influencing Customer Decisions in 3-Star Hotels: Evidence from Kunming, China

Abstract

This independent study objectives were: 1) Examine the level of importance that Chinese users on image, service quality, and value for money factors in influencing customer decisions to use 3-star hotels in Kunming, Yunnan Province, China; and 2) Examine of image, service quality and value for money that influence decision to use 3-star hotels in Kunming, Yunnan Province, China. The sample consisted of 385 Chinese users. Data was collected through an online questionnaire and analyzed using descriptive statistics such as percentage, mean, standard deviation as well as inferential statistics using Multiple Regression Analysis. The results of the research found that: 1) Chinese users considered image as the most important factor in using 3-star hotels in Kunming, Yunnan Province, China, while also placing a high level of importance on value for money and service quality; and 2) The image factor has the greatest impact on Chinese users decision to use using 3-star hotels in Kunming, Yunnan Province, China at 75.20 percent, with a statistical significance of .05, followed by the value for money and service quality factor affect Chinese users’ decision to use 3-star hotels in Kunming, Yunnan Province, China at 45.20 and 23.90 percent, respectively, with statistical significance at the .05 level.