Wi a sana, I Gus i Agung Gede; Puja, Ida Bagus Pu u; Pi ana i, Pu u Diah Sas i;
Sach iani; Ghozi, Sai ul
A icle
Ho el selec ion a ibu es and booking in en ion:
Challenges o ho el indus y in he oos COVID-19
pandemic e a
Global Business & Finance Re iew (GBFR)
P o ided in Coope a ion wi h:
People & Global Business Associa ion (P&GBA), Seoul
Sugges ed Ci a ion: Wi a sana, I Gus i Agung Gede; Puja, Ida Bagus Pu u; Pi ana i, Pu u Diah Sas i;
Sach iani; Ghozi, Sai ul (2024) : Ho el selec ion a ibu es and booking in en ion: Challenges o
ho el indus y in he oos COVID-19 pandemic e a, Global Business & Finance Re iew (GBFR), ISSN
2384-1648, People & Global Business Associa ion (P&GBA), Seoul, Vol. 29, Iss. 3, pp. 68-80,
h ps://doi.o g/10.17549/gb .2024.29.3.68
This Ve sion is a ailable a :
h ps://hdl.handle.ne /10419/305970
S anda d-Nu zungsbedingungen:
Die Dokumen e au EconS o dü en zu eigenen wissenscha lichen
Zwecken und zum P i a geb auch gespeiche und kopie we den.
Sie dü en die Dokumen e nich ü ö en liche ode komme zielle
Zwecke e iel äl igen, ö en lich auss ellen, ö en lich zugänglich
machen, e eiben ode ande wei ig nu zen.
So e n die Ve asse die Dokumen e un e Open-Con en -Lizenzen
(insbesonde e CC-Lizenzen) zu Ve ügung ges ell haben soll en,
gel en abweichend on diesen Nu zungsbedingungen die in de do
genann en Lizenz gewäh en Nu zungs ech e.
Te ms o use:
Documen s in EconS o may be sa ed and copied o you pe sonal
and schola ly pu poses.
You a e no o copy documen s o public o comme cial pu poses, o
exhibi he documen s publicly, o make hem publicly a ailable on he
in e ne , o o dis ibu e o o he wise use he documen s in public.
I he documen s ha e been made a ailable unde an Open Con en
Licence (especially C ea i e Commons Licences), you may exe cise
u he usage igh s as speci ied in he indica ed licence.
h ps://c ea i ecommons.o g/licenses/by-nc/4.0/
Recei ed: Jan. 29, 2024; Re ised: Feb. 20, 2024; Accep ed: Ma . 11, 2024
† Co esponding au ho : I Gus i Agung Gede Wi a sana
E-mail: agung.wi a [email protected]
I. In oduc ion
The ou ism indus y, pa icula ly he ho el sec o ,
is suscep ible o isks om a ange o ex e nal sou ces,
GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 3 (APRIL 2024), 68-80
pISSN 1088-6931 / eISSN 2384-1648∣H ps://doi.o g/10.17549/gb .2024.29.3.68
ⓒ 2024 People and Global Business Associa ion
GLOBAL BUSINESS & FINANCE REVIEW
www.gb jou nal.o g
o inancial sus ainabili y and people-cen e ed global business1)
Ho el Selec ion A ibu es and Booking In en ion: Challenges o
Ho el Indus y in he Pos COVID-19 Pandemic E a
I Gus i Agung Gede Wi a sanaa†, Ida Bagus Pu u Pujaa, Pu u Diah Sas i Pi ana ia,
Sach ianib, Sai ul Ghozic,d
aHo el Managemen Depa men , Poli eknik Pa iwisa a Bali, Badung, Indonesia
bCulina y A s and Food Se ice Managemen Depa ., S a e Uni e si y o Jaka a, Jaka a, Indonesia
cBusiness Depa ., Balikpapan S a e Poly echnic, Balikpapan, Indonesia
dFacul y o Adminis a i e Science, B awijaya Uni e si y, Malang, Indonesia
A
B S T R A C T
Pu pose: This s udy aims o in es iga e he in luence o ho el selec ion a ibu es, CHSE (clean, heal h, sa e y, and
en i onmen ) p ac ice, and b and c edibili y on ho el booking in en ion. Addi ionally, his s udy in es iga es he
ole o CHSE p ac ices, oge he wi h b and c edibili y, as mode a ing ac o s in he ela ionship be ween ho el
selec ion a ibu es and ho el booking in en ion among a ele s.
Design/me hodology/app oach: Wi h an inciden al sampling echnique, in he a e ma h o he COVID-19 pan-
demic, da a we e collec ed om 157 a elle s o e 20 yea s old who had s ayed in a CHSE-ce i ied ho el in Bali,
Indonesia. Pa ial leas squa es s uc u al equa ion modelling was u ilized o assess he ela ionship model.
Findings: This s udy e eals ha ho el selec ion a ibu es, CHSE p ac ice, and b and c edibili y posi i ely in luence
on ho el booking in en ion. CHSE p ac ice weakens he posi i e in luence o ho el selec ion a ibu es on booking
in en ion. While b and c edibili y ein o ces he said in luence. In he amewo k o signaling heo y, CHSE p ac ice
can be seen as an in e nal signal ha can in luence ho el booking in en ion. While b and c edibili y is an ex e nal signal.
Resea ch limi a ions/implica ions: This inding canno be gene alized o o he con ex s and coun ies. Ano he
limi a ion is ha esponden s illed ou he ques ionnai e when hey we e no on he spo o he ho el due o
po en ial dis u bing leisu e and loca ion pe mi cons ain s. Fu u e s udies could pay a en ion o collec ing da a
while he esponden is s ill a he ho el o ob ain mo e upda ed ques ionnai e esponses. The ou come o his s ud
y
has p ac ical implica ions o ho el managemen in designing s a egic plans o imp o e ho el booking in en ions.
O iginali y/ alue: This s udy con ibu es o he li e a u e on he mode a ing a iable in he posi i e in luence o
a elle s' ho el selec ion a ibu es on booking in en ion, which has ne e been explo ed be o e. In ac uali y, he
pos -COVID-19 pandemic will ne e be iden ical o he pandemic pe iod, especially in e ms o how a elle s
make conside a ions when booking ho els.
Keywo ds: Ho el selec ion a ibu es, CHSE p ac ice, B and c edibili y, Booking in en ion, Pos COVID-19 pandemic e a
ⓒ
Copy igh : The Au ho (s). This is an Open Access jou nal dis ibu ed unde he e ms o he C ea i e Commons A ibu ion
Non-Comme cial License (h ps://c ea i ecommons.o g/licenses/by-nc/4.0/) which pe mi s un es ic ed non-comme cial use, dis ibu ion
,
and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed.
I Gus i Agung Gede Wi a sana, Ida Bagus Pu u Puja, Pu u Diah Sas i Pi ana i, Sach iani, Sai ul Ghozi
69
such as na u al disas e s, e o is ac s, and economic
down u ns (Gu soy & Chi, 2020; Choi e al., 2022).
One o hese disas e s ha hu he ho el indus y was
he sp ead o COVID-19 epidemics. A e he WHO's
decla a ion o COVID-19 as a wo ldwide pandemic,
he ho el indus y had expe ienced emendous
ans o ma ion, esponding o changes in ac o s ha
shape ho el booking in en ions (Hao e al., 2020).
The e o e, he li e a u e elucida ed ha he in luence
o a ibu es on consume in en o make ese a ions
was p edominan ly di ec ed owa ds se ice adjus men s
(Han & An, 2022;Jan, 2021;Kim e al., 2022;Lim &
Chang, 2024). This a o ds he cu en s udy a
ounda ional basis o in es iga ing no el phenomena,
he eby con ibu ing o he ongoing discou se aimed
a e i alizing he global hospi ali y indus y.
Acco ding o Collie 's da a (h ps://www.collie s.com),
a he end o 2022, he e we e inc easing occupancy
a es in he ho el sec o in Bali-Indonesia, by 30.2
pe cen yea -on-yea , which is suppo ed by he new
no mal pos -pandemic g ow h. Meanwhile, in 2023,
he ho el indus y expe ienced a highe inc ease, namely
55% yea -on-yea , which is addi ionally suppo ed
by mee ing, incen i es, con e ence, and exhibi ion
(MICE) ac i i ies in Bali. Due o he una oidable
compe i ion amongs ho els, i is c ucial o unde s and
how cus ome s make hei selec ions, pa icula ly in
ligh o he pos -COVID-19 pe iod and hei
p e e ences.
The mos p e ious s udies in he a ea o ho el
ma ke ing ha e led o new concep ual models o
booking in en ion du ing and a e he COVID-19
epidemic (Hamsal e al., 2022;Khalil e al., 2023);
howe e , li le s udy has been done on wha can
mode a e he in luence o a elle 's ho el selec ion
a ibu es in he pos -COVID-19 pandemic on hei
booking in en ion, speci ically on he mode a ing oles
o CHSE p ac ice and b and c edibili y. In ac uali y,
he pos -COVID-19 pandemic will ne e be iden ical
o he amid pandemic pe iod, especially on how
a elle s make conside a ion o book ho els.
In he a e ma h o he Co id-19 pandemic, ho el
selec ion a ibu es ha e unde gone a signi ican
ans o ma ion, wi h a elle s placing pa amoun
impo ance on heal h and sa e y conside a ions (Ray
e al., 2023; Meh a e al., 2023). T a elle s a e now
mo e likely o p io i ize accommoda ions ha implemen
igo ous cleanliness and heal hy measu es (Saepuddin &
Pu a, 2023; S i as a a e al., 2022). The e o e, he
Indonesian go e nmen , ia he minis y o ou ism
and c ea i e economy, launched he Indonesia ca e
p og am h ough CHSE (clean, heal h, sa e y, and
en i onmen sus ainabili y) ce i ica ion in an e o
o build us in he ou ism and hospi ali y sec o
(Saepuddin & Pu a, 2023).
This s udy a gues ha he ex en o which CHSE
p o ocol is expe ienced by cus ome s in ho el ope a ions,
which is e med a CHSE p ac ice in his s udy, has
an impo an ole in he ela ionship be ween ho el
selec ion a ibu es pos -COVID-19 pandemic and
conside a ion o a elle s in choosing a ho el.
Alongside CHSE p ac ice, which encompassing
cleanliness, heal h condi ions, sa e y p ocedu es, and
en i onmen al sus ainabili y implemen a ion, he pos -
pandemic e a has ushe ed in a new e a o disce ning
a ele s who a e also a ec ed by b and c edibili y
as in eg al elemen s in hei ho el selec ion p ocess.
B and c edibili y has been demons a ed o be a
signi ican p edic o o pu chase in en ions in ma ke ing
and consume beha io (Wang & Yang, 2011). In
he ho el indus y, b and c edibili y is de ined as he
pe cep ions and belie s cus ome s ha e abou a b and's
abili y o deli e on i s p omises, main ain consis en
quali y, and ac wi h anspa ency and in eg i y (Ju &
Jang, 2023; Rosli e al., 2020).
This s udy hus p oposes CHSE p ac ices oge he
wi h b and c edibili y as mode a ing ac o s ha shape
he impac o ho el selec ion a ibu es in he pos -
COVID-19 pandemic e a on ho el booking in en ions
in Bali, Indonesia. An in es iga ion o mode a ing
oles in an es ablished ela ionship be ween hose
wo a iables will con ibu e o he li e a u e on book
in en ion in he ho el indus y, as well as p ac ical
sugges ions o he indus y globally and Bali-Indonesia
in pa icula . Mul i-a ibu e u ili y heo y and signaling
heo y p o ides suppo i e pe spec i e in booking
in en ion de elopmen model.
GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 3 (APRIL 2024), 68-80
70
II. Li e a u e Re iew and Hypo hesis
De elopmen
A. Mul i-A ibu e U ili y Theo y and
Signaling Theo y
In decision heo y, a mul i-a ibu e u ili y unc ion
is essen ial because i helps quan i y he p e e ences
o mul i-a ibu e p oduc s ha a ec selec ion
beha io (Takemu a, 2021). The mul i-a ibu e u ili y
heo y is d awn on he idea ha people iew o e ings
as a combina ion o a ibu es (Nji e & Scha e ,
2017). Acco ding o his heo e ical logic, ho el
selec ion c i e ia ha e been s udied o a e y long
ime. P io esea ch has shown ha a a ie y o
elemen s in luence he ea u es ha de e mine a ho el's
choosing. This implies ha while ce ain cha ac e is ics
a e always conside ed essen ial by a ele s, hey
a y depending on he occasion and con ex (J. J.
Kim & Han, 2022). D awing on his heo e ical
amewo k, his s udy was se ou o in es iga e he
posi i e in luence o ho el selec ion a ibu es on ho el
book in en ion.
Signaling heo y is undamen ally ela ed o
educing e o o asymme ic in o ma ion be ween
wo pa ies. This heo y helps explain he beha io
o wo pa ies (i.e., company and cus ome ) when
hey ha e di e en access o in o ma ion (Connelly
e al., 2010). The heo y posi s ha consume s ely
on signals o cues om a b and o make judgmen s
abou i s c edibili y. These signals include he b and's
epu a ion, pas pe o mance, and communica ion
messages (Mandle e al., 2021). C edibili y se es
as a s ong signal (Rosli e al., 2020). I a b and
is pe cei ed as c edible, i sends a posi i e signal o
consume s, leading o a highe likelihood o pu chase
in en ion. This heo y unde lies he ole o b and
c edibili y and CHSE-p ac ice in he ela ionship
be ween ho el selec ion a ibu es and ho el booking
in en ion, especially in he con ex o pos co id-19
pandemic e a.
B. Ho el Selec ion A ibu es
The ex an li e a u e concep ualized ho el a ibu es
as he le el o signi icance a ibu ed o e e y se ice
and ameni y p o ided by ho els, which ha e an
immedia e impac on book in en ion (Rosli e al.,
2020). This s udy de ines ho el a ibu es as he
angible and in angible ea u es ha ho els o e gues s
du ing hei s ay amids he many de ini ions o
a ibu es.
Based on choice beha io s udies, which ha e e ol ed
om classical decision heo y o an in o ma ion
p ocessing model (Khan e al., 2005), i was s a ed
ha "consume s a e a ionally bound who e alua e
op ions based on ade-o s among p oduc quali ies,
while emaining emo ionally de ached." (Oppenheime ,
2008).
The e o e, D. Kim & Pe due, (2013) di ided he
cha ac e is ics ha consume s look o when choosing
a ho el in o h ee ca ego ies: cogni i e, a ec i e, and
senso y. They ound ha while consume s e alua e
a ec i e and senso y a ibu es like o e all a mosphe e
and com o , hey also look o cogni i e a ibu es
like p ice and quali y.
Mo e ecen ly, Kim e al., (2022) disco e ed ha ,
in he pos -pandemic e a, ho el selec ion a ibu es
shape b and loyal y h ough cus ome expe ience,
b and us , b and a achmen , age, and gende . All
o hese s udies emphasized on how impo an i is
o ho els o unde s and he quali ies ha d i e ho el
choosing. Thus, his s udy p oposes he hypo hesis
bellow.
H1:
Ho el Selec ion a ibu es posi i ely in luence
booking in en ion.
C. CHSE P ac ices
CHSE (clean, heal h, sa e y, and en i onmen )
p ac ice is coming om he s udy o sa e y and
secu i y o ou is (Ri ichainuwa & Chak abo y,
2012). While CHSE ce i ica ion is he p ocess o
g an ing ce i ica es ha should be a ained and
I Gus i Agung Gede Wi a sana, Ida Bagus Pu u Puja, Pu u Diah Sas i Pi ana i, Sach iani, Sai ul Ghozi
71
implemen ed by ou ism and MICE indus ies, issued
by Indonesian Minis y o Tou ism and C ea i e
Economy. I is o ensu e ha businesses in he ou ism
and ela ed sec o s adhe e o s ic heal h, sa e y,
and en i onmen al p o ocols (Maulana e al., 2023).
I se es as a es amen o an en i y's dedica ion
o p io i izing he well-being o i s s akeholde s and
he b oade communi y, os e ing a cul u e o
esponsibili y and accoun abili y in he pu sui o
a secu e and sus ainable ope a ional en i onmen
(Leonand i & P amanik, 2021). By ob aining CHSE-
ce i ica ion, ho els no only demons a e hei
commi men o p io i izing he heal h and sa e y o
hei gues s and s a bu also ins ill con idence among
a ele s in he mids o ongoing public heal h
conce ns.
The CHSE p ac ice encompasses a se o a ibu es
designed o ensu e ha a business o o ganiza ion
adhe es o s ingen s anda ds in main aining a clean,
heal hy, sa e, and en i onmen ally esponsible wo kplace
(Saepuddin & Pu a, 2023). These a ibu es include
igo ous p o ocols o hygiene and sani a ion, he
implemen a ion o heal h and sa e y measu es o
sa egua d employees and isi o s, and a commi men
o minimizing en i onmen al impac h ough
sus ainable p ac ices (Maulana e al., 2023).
The implemen a ion o CHSE p o ocols in he ho el
indus y is a c ucial and comp ehensi e app oach
aimed a ensu ing he well-being o gues s and s a
while main aining en i onmen al sus ainabili y
(Saepuddin & Pu a, 2023).
CHSE guidelines encompass igo ous cleanliness
and hygiene s anda ds, egula sani a ion p ac ices,
and he use o eco- iendly p oduc s o minimize
en i onmen al impac . In esponse o global heal h
conce ns, ho els ha e adop ed s ingen heal h and
sa e y measu es, including con ac less check-ins,
empe a u e sc eenings, and enhanced en ila ion
sys em (Yang e al., 2024).
By p io i izing CHSE p o ocols, he ho el indus y
no only sa egua ds public heal h bu also builds
us among gues s, os e ing a secu e and sus ainable
hospi ali y en i onmen (Biswas, 2023). The mode a ing
ole o ce i ica ion in he implemen a ion o heal h
p o ocols o en i onmen al sus ainabili y is also
belie ed o appea in he in luence o ho el choice
a ibu es on consume choice beha io (Xue e al.,
2023). When he CHSE p o ocol has been implemen ed
well, i can be a gued ha he ho el selec ion a ibu e
no longe plays a big ole in de e mining hei booking
in en ion. Thus, his s udy p oposes hese hypo heses:
H2:
CHSE p ac ice posi i ely in luence booking
in en ion.
H3:
CHSE p ac ice weakens he posi i e in luence
o ho el selec ion a ibu es on booking in en ion
D. B and C edibili y
The concep o b and c edibili y was i s
de eloped by Ho land e al., (1953) in ela ion o
he communica o 's c edibili y. La e esea che s,
such as E dem & Swai , (2004); Rei same & B unne -
Spe din, (2021), modi ied his concep o use in
he con ex o b ands. The li e a u e on sou ce
c edibili y is whe e b and c edibili y i s eme ged
(Rosli e al., 2020).
C edibili y is a no ion ha is associa ed wi h he
sende and is de ined as he ex en o which an i em
is ega ded as a us wo hy sou ce o da a, goods,
se ices, and o he hings (Kelle & Aake , 1998).
Thus, b and c edibili y is de ined as he pe cep ion
o a b and's abili y and desi e o consis en ly deli e
on p omises, which o e s businesses and consume s
unbea able bene i s (E dem & Swai , 2004). In o he
wo d, b and c edibili y e e s o he deg ee o us
and eliabili y ha consume s associa e wi h a pa icula
b and. I encompasses he pe cep ions and belie s
cus ome s ha e abou a b and's abili y o deli e on
i s p omises, main ain consis en quali y, and ac wi h
anspa ency and in eg i y.
Acco ding o Rosli e al., (2020), b and c edibili y
is made up o h ee elemen s, namely (1) us wo hiness,
(2) expe ise, and (3) a ac i eness. T us wo hiness
e e s o he willingness o he business o ul il i s
commi men s. I has o do wi h how much people
belie e an i em o be a eliable sou ce o knowledge,
GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 3 (APRIL 2024), 68-80
72
goods, se ices, and o he hings. Expe ise e e s
o abili y o business o deli e wha hey ha e p omised,
based on i s knowledge and abili ies. A b and's o e all
c edibili y and le el o expe ise a e de e mined by
he esul s o all o i s p io ma ke ing campaigns
and ini ia i es (E dem & Swai , 1998). A ac i eness
is de ined he deg ee o which an objec is p ized
o i s empa he ic beha io , ambi ion, pe se e ance,
in elligence, and o he pe sonali y-like ai s.
This s udy a gues ha , besides ha ing a di ec
e ec on booking in en ion, b and c edibili y ac s
as a mode a ing ac o by in luencing how consume s
pe cei e and weigh he impo ance o a ious ho el
selec ion a ibu es. A s ong and c edible b and can
enhance he ela ionship be ween hese a ibu es and
booking in en ion, ul ima ely in luencing consume
choices in he highly compe i i e ho el indus y. Thus,
his s udy p oposes hese hypo heses:
H4:
B and c edibili y posi i ely in luences booking
in en ion.
H5:
B and c edibili y s eng hens he posi i e
in luence o ho el selec ion a ibu es on
booking in en ion.
Figu e 1 displays he esea ch model, whe e he
ho el selec ion a ibu e is measu ed in a second-o de
e lec i e model.
III. Me hod
A. Da a Collec ion
A su ey wi h sel -adminis e ed ques ionnai e was
ca ied ou om Sep embe 2023 o Decembe 2023
in sou h Bali a ea, Indonesia. A non-p obabili y
sampling wi h inciden al echnical sampling was
applied. The uni o analysis was a elle s-o e 20
yea s old who had s ayed in a CHSE-ce i ied ho el
in Bali, Indonesia, in he a e ma h o he COVID.
In a ace- o- ace su ey, he esponden s comple ed
he ques ionnai es along wi h a co e le e . This
s udy has gi en a en ion ha he collec ed da a
ac i i ies s ic ly adhe ed o e hical and alida ed
ac ions o con en ionally esea ch p ocedu e. The
enume a o s assu ed he a ge esponden s ha hei
espec i e in o ma ion was con iden ial wi h no
po en ial misused. The ques ionnai e i ems we e
p epa ed in English o in e na ional a ele s and
Bahasa o domes ic a ele s. Two language expe s,
each in English and Indonesian, we e in ol ed in
assessing he app op ia eness o he ques ions gi en
o he a ge esponden s. The analyses employed
157 alid and comple ed ques ionnai es ha me he
s udy's equi emen s.
Figu e 1. Resea ch model
I Gus i Agung Gede Wi a sana, Ida Bagus Pu u Puja, Pu u Diah Sas i Pi ana i, Sach iani, Sai ul Ghozi
73
B. Measu emen
The measu emen i ems o each s udy cons uc
we e designed o his s udy based on p e ious
esea ch wi h mino ph asing modi ica ions made
o make hem app op ia e o he ho el se ing. Like
scales wi h se en poin s we e used o e alua e each
o hese many measu emen s. The ho el selec ion
a ibu es (HAS) we e measu ed in h ee indica o s
and ele en a ibu es adap ed om Kim e al., (2022).
CHSE p ac ice (CHSE-P) we e measu ed by ou
i ems adop ed om Saepuddin & Pu a, (2023). B and
C edibili y (BC) was assessed by h ee i ems adap ed
om Rosli e al., (2020). Las , ho el booking in en ion
(BI) we e assessed by h ee i ems adop ed om Ju &
Jang, (2023). All said cons uc s and indica o s/i em
measu emen s wi h e e ences a e p esen ed in Table 1.
C. Da a Analysis
This s udy uses a iance-based o pa ial leas
squa es s uc u al equa ion modelling o PLS-SEM
o maximize he explained a iance o he dependen
la en cons uc . Due o i s uni e sal applicabili y in
causal explana o y na u e, minimal da a assump ions,
and abili y o e alua e co ela ions wi h minimal
heo e ical unde pinnings, PLS-SEM is a po en ial
s a is ical echnique (Hai e al., 2019). Also, since
he cons uc o HSA, CHSE-P, BC, and BI a e
ela i ely unde de eloped, he use o PLS-SEM was
ecommended o model wi h new o ela i ely
unde de eloped cons uc in a emp o os e heo y
de elopmen (Sa s ed e al., 2019). We used he
mos upda ed e sion o Sma PLS 4.0.9.9 (Ringle
e al., 2022) o in es iga e he s uc u al ela ionship
be ween he dependen and independen a iables,
as well as he mode a ing ole o a iables p oposed
in his s udy.
This s udy ollowed a wo-s age analy ical p ocedu e
as posi ed by Hai e al., (2019). In he i s s age,
we assessed he measu emen model. We ensu ed
he eliabili y and alidi y o da a o es ablish he
c edibili y o esea ch designs; hus, con e gen alidi y
and disc iminan alidi y we e in es iga ed (Hai e
al., 2019). We assessed he loadings o each i em
used o he ou e model wi h he sugges ions ha
an i em can be p ese ed i he composi e eliabili y
(CR) is g ea e han 0.7 and he a e age a iance
ex ac ed (AVE) is abo e 0.5 (Hai e al., 2019).
In he second s age, he s uc u al model was
assessed o ge obus ness checks as well as o es
hypo he ical ela ionship p oposed in his s udy. We
used indices such as collinea i y VIF, s anda dized
oo means squa e esidual (SRMR), R2 Value, and
Q2p edic (Figu e 1). The alida ion o he mode a ing
ole o a iables used a p oduc indica o app oach
(Becke e al., 2018), which was isualized by plo ing
an in e ac ion e ec .
Cons uc s and a ibu e i ems Re e ences
Ho el Selec ion A ibu es (HSA)
Cogni i e a ibu es
- Accessibili y
- Con enien check-in/ou
- Value o money
- Quali y o ood and be e age
A ec i e a ibu es
- Com o
- F iendly employees
- Cus omized se ices
Senso y a ibu es
- Bed & bedding
- Ameni ies
- Soundp oo
- In e io design
- View
Kim e al.,
(2022)
CHSE P ac ice (CHSE-P)
- Ho el cleanliness
- Heal h condi ion in ho el
- Sa e y p ocedu e
- En i onmen al sus ainabili y p ac ice
Saepuddin &
Pu a, (2023)
B and C edibili y (BC)
- T us wo hiness
- Expe ise
- A ac i eness
Rosli e al.,
(2020)
Booking In en ion (BI)
- Willingness o book he ho el in he
u u e
- Sp ead good wo d-o -mou h
- Recommend he o he s
Ray e al.,
(2023)
Table 1. Cons uc s and i em measu emen s
GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 3 (APRIL 2024), 68-80
74
IV. Resul
A. Demog aphic Desc ip ion o Responden s
Among he 157 esponden s, 59.8% we e emale
and 40.1% we e male. Responden s' age ange a e
dis ibu ed as ollows: 20s (11.5%), 30s (36.3%),
40s (27.4%), 50s (15.9%), and 60s (8.9%). The e
we e 16.6% o esponden s ha ing a high school
deg ee, 68% o esponden s ha ing a diploma/bachelo ,
and he es o hem (14.6%) ha ing a pos g adua e
deg ee o educa ion. The hee mos common's occupa ion
among esponden s we e housewi e (21.7%), sel -
employed (17.2%), and se ice pe sonnel, while he
es o hem a e eelance (8.3%), o ice wo ke
(10.8%), echnical enginee ing (8.3%), s uden 12.7%),
and o he s (12.7%). A o al o 125 (20.4%) esponden s
we e in e na ional ou is s who came om a ious
coun ies such as China, Aus alia, Russia, India,
Vie nam, and Japan. Meanwhile, he es (79.6%)
we e domes ic ou is s om Indonesia. The de ail
in o ma ion o demog aphic esponden s is p esen ed
in Table 2.
Addi ionally, he longes du a ion o each esponden s'
s ay in a ho el in Bali is as ollows: < 3 days (22%),
4-5 days (42%), 6-7 days (28%), and > 7 days (8%).
Responden s' pa ne when s aying a a ho el in Bali
a e as ollows: couples (41%), amilies (37.5%), and
iends (21.5%).
B. Reliabili y and Validi y Measu emen
Model
Fo he in e nal consis ency eliabili y, all C onbach's
alpha (
α
) and composi e eliabili y (CR) alues me
he h eshold alue o 0.70 (Table 3). Fo con e gen
alidi y, all AVE alues we e highe han he cu o
alue o 0.50 (Table 3). Fo disc iminan alidi y, he
he e o ai -mono ai (HTMT) app oach we e employed.
The HTMT alues we e lowe han he h eshold
alue o 0.85 (Table 4). In summa y, hese e alua ions
showed ha he da a ul illed he equi emen s o
bo h con e gen and disc iminan alidi y as well
as eliabili y.
C. S uc u al Model Assessmen and
Hypo heses Tes ing
The s anda dized oo mean esiduals (SRMR)
alue o a p ope ly model i was ze o o nea by
(Hu & Ben le , 1999). The SRMR alue in his s udy
was 0.078 (N=157), indica ing ha he model i
was mode a ely accep able (Hwang e al., 2023). R
2
alues o 0.75 a e conside ed subs an ial, 0.50
mode a e and 0.25 weak (Hai e al., 2019). The
model accoun ed o 65 %, 73%, 85%, and 88%
o he a iances in HSA-C, HSA-A, HSA-S, and
BI, espec i ely (Figu e 2). Al hough a iance alue
o HSA-C and HSA-A we e lowe han he h eshold,
Demog aphic F equency %
Gende
- Male
- Female
94
63
59.8
40.1
Age
- 20s
- 30s
- 40s
- 50s
- 60s
18
57
43
25
14
11.5
36.3
27.4
15.9
8.9
Educa ion le el
- High school
- Diploma/ bachelo
- Pos g adua e
26
108
23
16.6
68.8
14.6
Occupa ion
- F eelance
- O ice wo ke
- Se ice pe sonnel
- Housewi e
- Sel -employed
- Technical Enginee
- S uden
- O he s
13
17
20
34
27
13
13
20
8.3
10.8
12.7
21.7
17.2
8.3
8.3
12.7
Coun y
- Indonesia
- China
- Aus alia
- Russia
- India
- Vie nam
- Japan
32
29
27
25
23
14
7
20.4
18.5
17.2
15.9
14.6
8.9
4.5
Table 2. The desc ip ion o esponden s
I Gus i Agung Gede Wi a sana, Ida Bagus Pu u Puja, Pu u Diah Sas i Pi ana i, Sach iani, Sai ul Ghozi
75
hese indica es ela i ely good explana o y powe .
Conside ing he model's p edic i e accu acy and
ele ance, we compa ed he PLS-SEM oo mean
squa e e o (RMSE) alue wi h linea eg ession
model (LM) alues o each indica o , as p esen ed
in Table 5, indica ing medium p edic i e powe
(Shmueli e al., 2019).
A summa y o s uc u al model assessmen and
hypo hesis es ing is p esen ed in Figu e 2,
complemen ing he in o ma ion wi hin Table 6. I
can be seen ha he posi i e in luence o HSA on
BI was s a is ically signi ican (
β
= 0.474, =8.53,
p <0.01). The posi i e in luence o CHSE-P on BI was
s a is ically signi ican (
β
= 0.372, = 7.39, p <0.01).
The posi i e in luence o BC on BI was s a is ically
signi ican (
β
= 0.226, = 4.47, p <0.01). Thus,
he h ee hypo heses o H1, H2, and H4 we e
suppo ed.
Fo he mode a ing ole hypo heses, i can be seen
ha he e we e signi ican mode a ing oles o wo
a iables, CHSE-P and BC, in he ela ionship
be ween HSA and BI. The s a is ics indices we e
espec i ely as ollows: CHSE-P × HSA (
β
= -0197,
= 3.89, <0.01), BC × HSA (
β
= 0.165, =4.11,
p <0.01). Thus, he wo hypo heses o H3 and H5
we e suppo ed.
Va iable/indica o I em Mean SD C onbach's
Composi e
eliabili y AVE
Ho el Selec ion A ibu es
- Cogni i e
- A ec i e
- Senso y
HSA-C1
HSA-C2
HSA-C3
HAS-C4
HSA-A1
HSA-A2
HSA-A3
HSA-S1
HSA-S2
HSA-S3
HSA-S4
5.84
5.58
6.19
5.62
5.62
5.81
5.78
5.96
5.82
5.82
5.96
0.95
0.81
0.87
0.89
1.08
0.97
0.98
1.00
1.12
0.96
1.01
0.70
0.70
0.77
0.70
0.71
0.77
0.520
0.63
0.60
CHSE P ac ice CP1
CP2
CP3
6.17
6.13
5.96
0.92
0,86
0.85
0.70 0.72 0.620
B and C edibili y BC1
BC2
BC3
5.67
5.90
5.15
0.89
0.76
0.94
0.70 0.73 0.63
Book In en ion BI1
BI2
BI3
5.79
5.98
5.99
0.99
1.01
0.94
0.72 0.73 0.640
Table 3. Reliabili y and
alidi y measu emen
Va iables BI BC CHSE-P HSA Mode a ing
Value o BC
Mode a ing Value
o CHSE--P
Book In en ion (BI)
B and C edibili y (BC) 0.836
CHSE P ac ice (CHSE-P) 0.832 0.841
Ho el Selec ion A ibu es (HSA) 0.811 0.813 0.839
Mode a ing Value o BC 0.539 0.662 0.419 0.584
Mode a ing Value o CHSE-P 0.583 0.516 0.306 0.573 0.785
Table 4. He e o ai -mono ai a io
(
HTMT
)
- Ma ix
