Hotel marketing strategy and the theory of reasoned action

Francis Buttle, Bungkwon Bok

Research output: Contribution to journalArticlepeer-review

53 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)5-10
Number of pages6
JournalInternational Journal of Contemporary Hospitality Management
Issue number3
Publication statusPublished - 1 Jun 1996
Externally publishedYes


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