The Moderating Impact of Customer Demographics on the Customer attitude and the Intention to Stay at Luxury Hotels
The presence of Luxurious Branded Hotels in Asia has been significant in the past few decades fueled by the growing upper middle and high class in the societies including Malaysia. Along with these factors, many scholars argue that different factors are associated with consumer attitude towards luxury. In this research it has been found that consumer attitude is affected by factors such as perceived luxury consumption value, social influence, general life values, self-identity, experiential value, brand consciousness and brand love. Moderation effect of consumer demographics was also examined as an objective of the research and found that age, gender, and education were moderating the relationship between consumer attitude and the intention to stay while occupation not. The managerial implications of the study suggest that the Luxurious Branded Hotel manufacturers need to segment the markets based on demographic, behavioural and psychographic variables. The findings could be further used to develop marketing communication messages which are specific for a particular cultural setting. Rather than having general communication messages, more specific ones could be developed to suit customer segments introduced as aspirants’ characteristics in local markets. Consumer demographics such as age, gender and education could be used to develop integrated marketing communication strategies to impress the aspirants for a new lifestyle.