Hotel Quality Ratings and Financially Sustainable Performance in Malaysia

Nursyuhada Mohd Taib, Mira Susanti Amirrudin and Nooraslinda Abdul Aris
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Nursyuhada Mohd Taib: Faculty of Accountancy, Universiti Teknologi MARA, Segamat Campus, 85000 Segamat, Johor, Malaysia
Mira Susanti Amirrudin: Accounting Research Institute, Universiti Teknologi MARA, 40450 Shah Alam, Selangor, Malaysia
Nooraslinda Abdul Aris: Faculty of Accountancy, Universiti Teknologi MARA, 40450 Shah Alam, Selangor, Malaysia

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 10, 2819-2834

Abstract: Background and Purpose: The hotel industry is essential in the wider tourism sector by providing various services. This study investigates the relationship between specific quality ratings and financial sustainable performance among hotels in Malaysia, focusing on Return on Assets (ROA) and Liquidity. The non-financial hotel quality evaluations studied include customer evaluations of hotel cleanliness, location, value for money, sleep quality, hotel service, and room quality. Methodology: A total of 56 hotels registered with the Malaysian Hotel Association (MAH) were selected based on the annual report from 2020 to 2022. Secondary data was obtained through hotel websites and Datastream, while non-financial performance-related information was obtained from TripAdvisor. Findings: This study shows that hotel quality ratings based on customer evaluation of hotel services, sleep quality, and location are the main factors influencing the sustainable financial performance of Malaysian hotels. Customer satisfaction is the key determinant of hotel success; focusing on quality service and competitive pricing is essential. Hotels must invest in technology, provide a pleasant atmosphere, and encourage customer feedback. Regular performance evaluations and strategy adjustments are needed to maintain sustainable performance. Contributions: The findings have significant implications for the hotel and tourism industry, offering valuable insights that can guide strategic marketing and operational planning initiatives to enhance overall performance. Hotels and tourism operators should leverage this information to develop tailored strategies to capitalize on current trends. These findings can shape the development of marketing campaigns aimed at effectively reaching and engaging customers.

Date: 2024
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