Business Strategic Analysis among Hotels in Malaysia

Abstract

This study analyzes the differences of integrated business strategies used at different hotel star ratings. Quantitative research design was conducted to collect data for this study. A total of 222 hotels registered with Tourism Malaysia participated in this study. The results show that hotels in Malaysia use different business strategies at different hotel star ratings. The objectives of the study fills the gap about different hotel star ratings using different strategies, although previous studies have suggested that a universal theory of strategies was used. This study has suggested that hotels should use contingency theory. Finally, theoretical, practical, and methodological contributions as well as directions for future research are discussed.