Factors influencing singaporean youth travellers' purchase intention of travel accommodation.

• Main Authors: Yeo, Jia Wei., Ho, Yan Yi., Lee, Lynnette Min Hui.
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/51386
• Institution: Nanyang Technological University

The purpose of this study was to investigate the relationship and significance of the five factors: price, physical atmosphere, service quality, accessibility and corporate identity, with Singaporean youth travellers’ purchase intention of travel accommodation. Data were collected from Singaporean youths aged 18 to 29 and factor analysis, correlation analysis and multiple regression analysis were then used to uncover the relationship between the five factors and purchase intention. The results revealed that price, accessibility and service quality have significant and positive relationships with a Singaporean youth traveller’s purchase intention of travel accommodation. Price was found to be the forerunner in influencing their purchase intention. Corporate identity and physical atmosphere were found to have insignificant influence on purchase intention. This study concludes with the implications of the findings and our recommendations for future research.