Exploring the Relationship between Perceived Value and Intention to Purchase in Hotel Restaurants

Restaurants affiliated with the hotel industry play an important role in increasing revenue and responding effectively to customer expectations. This paper examines how perceived value relates to intention to purchase (ITP) in the context of hotel restaurant dining using a quantitative approach involving multiple regression analysis. In addition, the findings indicate that there are three significant key variables that positively contribute to ITP: perceived brand image, perceived quality and perceived sacrifice (both monetary and non-monetary price).