Hotel marketing strategy and the theory of reasoned action

A customer survey conducted from the perspective of the theory of reasoned action (TORA) supplies data which guide hotel marketing strategy. TORA is used to describe behavioural intentions of international business travellers. The two predictor constructs contained in the theory, attitude–towards–the–act and subjective norm, jointly explain about 65 per cent of the variance in the criterion variable, intention to stay in the hotel on the next business trip. Of the two predictors, attitude–towards–the–act makes by far the weightier and more significant contribution. Finds that attitudes rotate around service quality expectations. Discusses implications for marketing strategy.