The Factors Affecting Customer Repurchase Intention of Economic Hotels in Kunming

This research studies the influence of demographics, marketing mix (7Ps),and sustainability on customer repurchase intentions at an economic hotel in Kunming.The researcher used the questionnaire as the research tool and collected data fromsample customers who had stayed at the Economic Hotel in Kunming. The data wasanalyzed using statistical techniques, including T-tests, one-way ANOVAs, andmultiple linear regression analyses to test the influence of demographics, marketingmix (7Ps), and sustainability on customer repurchase intentions. The first hypothesiswas tested, and the results found that the differences in education, occupation, andincome significantly affected different repurchase intentions of economic hotels. Forthe second hypothesis tested, the results found that physical evidence, process, price,and people (staff) significantly influence customer repurchase intention. For the lasthypothesis tested, the results also found that efficiency, planet, and people(sustainability) significantly influence customer repurchase intention. The results showthat demographics, marketing mix (7Ps), and sustainability have influenced customerrepurchase intentions in the economic hotel industry. This research provides valuableinsights into the economic hotels, other stakeholders, and especially top managers whocan use these results to apply their marketing strategies to increase customer repurchaseintentions in Kunming or other provinces in China.