Understanding the determinants of online hotel booking intentions

Lian, Sharon Sin Yee (2024) Understanding the determinants of online hotel booking intentions. Final Year Project, UTAR.

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Abstract

In today’s digital age, online hotel booking platforms have changed the hospitality industry by making it easier for travelers to find and book hotels. As consumers increasingly rely on these platforms to plan their accommodations, understanding the factors influencing their booking intentions becomes essential for hoteliers and marketers. Therefore, this study aims to explore the factors influencing consumers’ intentions on online hotel booking. The Commitment-Trust Theory and the Technology Acceptance Model (TAM) were employed to explain the factors influencing consumer intentions on online hotel booking. With the Commitment-Trust Theory and TAM, seven independent variables derived from these theories which are shared value, opportunist behaviour, communication, perceived security, perceived trust, perceived ease of use, and perceived usefulness. Seven hypotheses were formulated to identify the relationship between the variables. Online questionnaires were developed using Google Forms and then sent out to Malaysian residents, the specified target group of this study. The information and data gathered from respondents underwent analysis through SPSS software. Additionally, this study offers managerial suggestions with the aim that future researchers and practitioners can use the experimental method as a guide to learn more about what influences consumers’decisions when booking hotels online.

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