Strategic Hotel Location and Customer Repurchase Intention: Insights from Hotel sector

The study intends to examine the impact of various customer engagement practices identified with respect to the Hotel location on repurchase intention. The perception of hotel customers towards these practices while assessing and organizing the decisions for repatronizing a hotel. It has been predominantly acknowledged that hotel locations play a significant role in repurchase intention. The study was conducted using a survey method, a structured, closed-ended questionnaire to collect responses from 375 hotel guests, and the calculation of descriptive statistics guided the exploration of the perception of customers towards these practices. Further, a study was carried out with regression analysis to examine the impact of various customer engagement practices on re-purchase intention. The study resulted a strong customer perception towards both natural and non-natural attribute of hotel location based engagement practices, with highest mean value (M=4.49), followed by camp/bonfire practices with vale of (M=3,39), and centralized location with the mean of (M=3.89), study also indicates significant impact of primary customer engagement practices in connection to their overall influence on repurchase intention. So it becomes a guiding tool for hotel owners and industry players to involve and focus on such practices while choosing a site or location for a hotel. The findings are applicable for hotel owners and new industry players to distinguish and focus on available sources of engagement and manage their access and reach to everyone.