Understanding the influences of room design dimensions of three-star hotel in making reservation

This paper is to study the factors of hotel room design elements that influence the customer's booking intention. This paper aims to investigate the relationship between the functionality of room design elements, the quality expectation of room design elements, emotional encouragement of room design elements with customer's booking intention, and to study the most significant factors that influence customer's booking intention. Online questionnaire research in quantitative methods was carried out to achieve this research. The convenience sampling was carried out to receive responses from 384 respondents and the data was analyzed using Descriptive Analysis, Reliability test, and Pearson Correlation Analysis. The results support all the variables. All the independent variables showed a relationship with the customer's booking intention. The most influential factors are the quality expectation of design elements and emotional encouragement of design elements. These findings indicate that three-star hotels should improve their presentation of room design to the customers, enhance the presentation on their booking platform to attract more customers, and encourage the customers in selecting the hotel. Future studies should investigate multiple independent variables from hotel star ratings of 4 and above.