The Impact of Customer Preferences, Pricing, and Technological Innovation on Hotel Revenue in Melaka, Malaysia
DOI:
https://doi.org/10.65687/bjbs.v2i1.4Keywords:
tourism, pricing, hotel revenue, customer preference, technology, innovationAbstract
This study investigates the impact of customer preference and expectation, room rate and price, and technology innovation on hotel revenue in Melaka, Malaysia. A quantitative research design was adopted, and data were collected from hotel employees through a structured, self-administered online questionnaire. Convenience sampling was used, and a total of 100 valid responses were analyzed. The data were examined using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed relationships among variables. The measurement model confirmed that all constructs met the required reliability and validity standards. The structural model results revealed that room rate and price have the strongest positive influence on hotel revenue, followed by customer preference and expectation. Technology innovation also shows a significant positive effect, although comparatively weaker than the other predictors. These findings indicate that pricing strategy remains the most critical factor in enhancing hotel financial performance, while customer expectations and technological advancements play supporting roles. The study demonstrates that hotel revenue is driven by a combination of effective pricing strategies, responsiveness to changing customer expectations, and the adoption of innovative technologies. The results provide practical implications for hotel managers to optimize pricing decisions, improve service quality, and integrate technology to enhance operational efficiency and competitiveness in the hospitality industry.
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