Keywords
Staying Decision
AIDA Model
Hospitality Management
B2B Marketing
How to Cite
Abstract
Abstract
Purpose of the study: This study aims to analyse the implementation of corporate contract rates and measure their dynamic influence on organizational guest staying decisions at a five-star property, Hotel X Bandung, providing structural recommendations to stabilize weekday occupancy amid market fluctuations.
Design/methodology: This study utilizes a quantitative descriptive approach via a survey method. Primary data were gathered from 14 corporate decision-makers using a 5-point Likert scale questionnaire. Data processing and predictive modelling were conducted using IBM SPSS version 32.0 software Give name, brand, type of tools, methods, software, review, and survey that has been used to do this study. No discussion or explanation.
Findings: The corporate contract rate has an overwhelmingly positive, statistically significant effect on staying decisions. Accountable administrative billing procedures, structural cost efficiency, and frontline sales responsiveness act as the primary drivers converting corporate interest into room nights
Research limitations/Implications: This study is limited exclusively to the corporate business-to-business segment at a single five-star luxury hotel in Bandung. The findings provide tactical pricing frameworks for revenue managers and B2B marketers within the urban hospitality field
Novelty/Originality of the study: This study advances hospitality literature by synthesizing B2B relationship management theories with the AIDA psychological buying hierarchy, offering empirical proof of how formal legal parameters reduce room perishability.
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