How can hotels Co-create value through the localized mini bar in the room: discrete choice modeling approach with CSR strategies with local products

Abstract

ABSTRACT Even though Hotel mini bars is an excellent service and product delivery channel during the guest stay, typical selections of varieties and displays have been used without innovative ideas. This study argues that Mini Bars in the hotel can be capitalized to share the Hotel’s Corporate Social Responsibility vision and enhance customer perception toward the hotel brands with revenue increase. The current study adopts Discrete Choice Modeling to investigate the best choice attributes and levels of hotel mini bar. The results address how the hotel and local industry can co-create value for the hotel, local businesses, and guests.