Abstract
There are data that show a decrease in occupancy rates of star-rated hotels and rise of budget hotels in Indonesia. Supported by customer reviews which explain their reasons for choosing budget hotels over star hotels, this switching behavior may reduce the demand of star hotel services. This study aims to determine the Push-Pull-Mooring (PPM) factors on the intention and behavior of hotel service users. This study uses PPM with quantitative method using 400 samples. The samples were determined using Non-Probability Sampling, analyzed with SEM research analysis method and processed using SmartPLS. The results showed that PPM factors significantly affected the Switching Intention as well as Switching Behavior. However, Mooring factor does not have a significant effect on intensing switching either a significant influence on the Push and Pull factors of Switching Intention.
Highlights
One of potential sectors to be developed into a source of regional income is the tourism sector
Primary data were collected via observations and questionnaires, while secondary data were of statistical tables, books and scientific journals related to PPM and switching behavior
The population in this study were customers of 3-5 star hotels who switched to use Airy Rooms whose number was not known for certain, so that the number of samples were determined using the Bernoulli formula with the level of accuracy (α) used in this study was 5%, which resulted in the number of respondents being rounded up to 400 persons
Summary
One of potential sectors to be developed into a source of regional income is the tourism sector. Economic development is expected to receive contribution from the development and utilization of natural resources and the potential of existing regional tourism. The Minister of Tourism, Arief Yahya, said that the change in tourism behavior that tends to be more independent and individual is the goal of Tourism 4.0. The emergence of a more individual tourism has made the tourism business actors adjusted . The service business in hospitality sector is a business that is always fluctuating. The data show that there has been a decrease in the ROR of star-classified hotels in Indonesia in 2019 compared to 2018
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