Establishing the measurement variables of the chinese hotel guest experience in Malaysia

• Main Authors: Chao, Han, Rashid, Basri
• Format: Article
• Language: English
• Published: Primrose Hall Publishing Group 2020
• Subjects: GV Recreation Leisure
• Online Access: http://repo.uum.edu.my/27769/1/IJICC%2011%2011%202020%2026%2042.pdf; http://repo.uum.edu.my/27769/; https://www.ijicc.net/index.php/ijicc-editions/2020/164-vol-11-iss-11

The growth of the world's tourism industry has developed the hotel industry, and the continuous growth of Chinese outbound tourists has brought opportunities to the Malaysian hotel industry. However, attracting more Chinese outbound tourists to hotels and retaining customers has become a problem for Malaysian hotels, as guests’ experience highly depends on their evaluation of their visit. The experience is reflected in their evaluation of numerous variables. However, the literature indicates no single, agreed framework to measure hotel visit experience. Hence, this paper evaluates the scale that can measure hotel visit experience. It uses Chinese guests as respondents. To do so, a model consisting of perceived value, satisfaction and commitment on electronic word-of-mouth responses is proposed. Using the pilot research method, the empirical data came from Chinese hotel guests visiting Malaysia hotels, using a survey questionnaire. The study used quantitative approach and Statistical Packages for Social Sciences (SPSS) version 21, utilized for data analysis procedures. This paper has vital significance and purpose, as it fills gaps in the literature on hotel management research.