Customer retention is important to innkeepers to increase repeat business; however, little research has been done to explain and predict why some hotel guests intend to return to a certain hotel when they travel, and others do not. By applying the theory of planned behavior (1), this study examined the factors that influenced the guests' attitudes toward returning, subjective norms with respect to returning, perceived behavioral controls over returning, and guests' intentions of returning from a population of past guests of a hotel. Besides a guest's attitudes toward returning, results of this study have indicated that social influences and situational factors might have an additional impact on a guest's decision to return to a hotel. Factors associated with guests' intention to returning will be utilized in the development of a standardized instrument.
Lin, Fen-Ju and Ralston, Linda S.
"The Influence of Attitudes, Subjective Norms and Perceived Behavioral Controls on Hotel Guests' Intention to Return,"
Visions in Leisure and Business: Vol. 15
, Article 4.
Available at: https://scholarworks.bgsu.edu/visions/vol15/iss2/4