Theory of Planned Behavior and the Intention to Stay in Luxurious Hotels

Customer attitude towards luxury brands reflects an individual's lifestyle, personality, and mindset. As Asian countries enjoy rapid economic prosperity, many luxury brands of products have rapidly penetrated the consumer market of many major countries in this region. The aim of this study is to examine the factors affecting customer attitudes toward global luxury branded hotel with regards to their intention to stay. Using conceptual data from past research, it is hoped that the findings of this research can help luxury hotels develop and strengthen their brand equity in countries like Malaysia, and possibly help governments to initiate public national level policies focused at promoting entrepreneurial initiatives for the hotel industry.