Factors affecting free independent travelers’ selection of hotel around Kota Bharu

• Main Authors: Chang, Siew Fun, Shaari, Ahmad Tarmizi, Mohamed, Ahmad Husna, Mohd Sangit, Aqilah Syazreen
• Format: Undergraduate Final Project Report
• Published: 2015
• Online Access: http://discol.umk.edu.my/id/eprint/6464/

This research study was conducted with the objectives of identify the factors affecting travelers on choosing accommodation in Kota Bharu and to determine the ranking of every factors that stimulate the travelers’ decision making. The research tool was a questionnaire, based on the 7P’s marketing mix strategies which stand for product, price, place, promotion, process, people and physical evidence. The research study comprised 100 respondents, out of 100 respondents more than 50% were Malaysian travelers and only 15% were foreign travelers who participate in the research. The finding were analyzed and presented in term of descriptive statistics. From the finding, it shown that the place factor was the highest score on affecting the hotel selection decision by travelers around Kota Bharu, Kelantan. For the ranking part, the finding shown that the place was also the priority first ranked among others factor