Factors influencing online booking decisions by tourists on Booking.com at 4-star hotels in Hue City
Vol. 133 No. 5B (2024), Original Article
Vol. 133 No. 5B (2024)

Factors influencing online booking decisions by tourists on Booking.com at 4-star hotels in Hue City

Original Article
https://doi.org/10.26459/hueunijed.v133i5B.7429
Published 2024-06-28
Vo Thi Ngan
School of Hospitality and Tourism, Hue University, 22 Lam Hoang St., Hue, Vietnam
Pham Dinh Khang
School of Hospitality and Tourism, Hue University, 22 Lam Hoang St., Hue, Vietnam
PDF (Vietnamese)

Keywords

online travel agency
Booking.com
online hotel booking
Hue City đại lý du lịch trực tuyến
Booking.com
đặt phòng khách sạn trực tuyến
thành phố Huế

Abstract

This study aims to identify the factors influencing tourists' online booking decisions on Booking.com at 4-star hotels in Hue City and evaluate the importance of these factors. Data was collected from direct surveys of 175 domestic tourists who booked rooms at 4-star hotels in Hue City via Booking.com. A multiple regression model was used to analyze the factors affecting tourists' online booking decisions. The results indicate that booking decisions are influenced by six factors, including: products and services, pricing - promotions - other benefits, hotel images and information provided, change and cancellation policies, payment, and online reviews. Themost important factor influencing customers' booking decisions is online reviews. Consequently, several recommendations are proposed to assist 4-star hotels in Hue City in enhancing and developing their online business on Booking.com.

https://doi.org/10.26459/hueunijed.v133i5B.7429
PDF (Vietnamese)

References

  1. Booking.com, (2024).
  2. Rianthong, N., Dumrongsiri, A., & Kohda, Y. (2016), Improving the multidimensional sequencing of hotel rooms on an online travel agency web site, Electronic Commerce Research and Applications, 17, 74–86.
  3. O’Connor, P., & Frew, A. J. (2004), An evaluation methodology for hotel electronic channels of distribution, International Journal of Hospitality Management, 23(2), 179–199. https://doi.org/10.1016/j.ijhm.2003.10.002.
  4. Sparks, B. A., & Browning, V. (2011), The impact of online reviews on hotel booking intentions and perception of trust, Tourism Management, 32(6), 1310–1323. https://doi.org/10.1016/j.
  5. Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998), The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions, Journal of retailing, 74(3), 331–352.
  6. Pradiatiningtyas, D. (2015), Analisis Buying Behavior pada Online Travel Agent, Bandung (ID): AMIK BSI. DOI: https://doi.org/10.31294/khi.v6i2.460.
  7. Kim, J., Kim, M., & Kandampully, J. (2009), Buying environment characteristics in the context of e-service, European Journal of Marketing, 43(9/10), 1188–1204.
  8. Ling, L., Dong, Y., Guo, X., & Liang, L. (2015), Availability management of hotel rooms under cooperation with online travel agencies, International Journal of Hospitality Management, 50, 145–152.
  9. Heung, V. (2003), Internet usage by international travellers: reasons and barriers, International Journal of Contemporary Hospitality Management, 15(7), 370–378.
  10. Kim, W., & Lee, H. (2004), Comparison of web service quality between online travel agencies and online travel suppliers, Journal of Travel & Tourism Marketing, 17(2-3), 105–116.
  11. Pappas, N. (2017), Effect of marketing activities, benefits, risks, confusion due to over-choice, price, quality and consumer trust on online tourism purchasing, Journal of Marketing Communications, 23(2), 195–218.
  12. Hao, J., Yu, Y., Law, R., & Fong, D. (2015), A genetic algorithm-based learning approach to understand customer satisfaction with OTA websites, Tourism Management, 48, 231–241.
  13. Buhalis, D., & Law, R. (2008), Progress in information technology and tourism management: 20 years on and 10 years after the Internet – The state of eTourism research, Tourism Management, 29(4), 609–623.
  14. Agag, G., & El-Masry, A. (2016), Understanding consumer intention to participate in online travel community and effects on consumer intention to purchase travel online and WOM: An integration of innovation diffusion theory and TAM with trust, Computers in Human Behavior, 60, 97–11.
  15. Liu, J., & Zhang, E. (2014), An investigation of factors affecting customer selection of online hotel booking channels, International Journal of Hospitality Management, 39, 71–83.
  16. Toh, R., DeKay, C., & Raven, P. (2011), Travel planning: Searching for and booking hotels on the internet, Cornell Hospitality Quarterly, 52(4), 388–398.
  17. O’Connor, P., & Murphy, J. (2008), Hotel yield management practices across multiple electronic distribution channels, Information Technology & Tourism, 10(2), 161–172.
  18. Sreejesh, S. and Anusree, M. R. (2016), The impacts of customers’ observed severity and agreement on hotel booking intentions: moderating role of webcare and mediating role of trust in negative online reviews, Tourism Review, 71(2), 77–89.
  19. Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015), Online hotel booking: The effects of brand image, price, trust and value on purchase intentions, Asia Pacific Management Review, 20(4), 210–218. https://doi.org/10.1016/j.apmrv.2015.03.005.
  20. Hsu, C. L., Chen, M. C., Kikuchi, K. and Machida, I. (2017), Elucidating the determinants of purchase intention toward social shopping sites: a comparative study of Taiwan and Japan, Telematics and Informatics, 34(4), 326–338.
  21. Xue, P., Jo, W., & Bonn, M. A. (2020), Online hotel booking decisions based on price complexity, alternative attractiveness, and confusion, Journal of Hospitality and Tourism Management, 45, 162–171.
  22. Guillet, B. D., Mattila, A., & Gao, L. (2020), The effects of choice set size and information filtering mechanisms on online hotel booking, International Journal of Hospitality Management, 87, 102379.
  23. Karimi, S., Holland, C. P., & Papamichail, K. N. (2018), The impact of consumer archetypes on online purchase decision-making processes and outcomes: A behavioural process perspective, Journal of Business Research, 91, 71–82.
  24. Liu, J. N., & Zhang, E. Y. (2014), An investigation of factors affecting customer selection of online hotel booking channels, International Journal of Hospitality Management, 39(5), 71–83. https:// doi.org/10.1016/j.ijhm.2014.01.011.
  25. Zhou, L., Ye, S., Pearce, P. L., & Wu, M. Y. (2014), Refreshing hotel satisfaction studies by reconfiguring customer review data, International Journal of Hospitality Management, 38, 1–10.
  26. Pinto, I., & Castro, C. (2019), Online travel agencies: Factors influencing tourists’ purchase decisions. Tourism & Management Studies, 15(2), 7–20.
  27. Jedin, M. H., Annathurai, K. R., & Mavondo, F. (2022), Travelers’ Expectations When Booking Hotels Through Online Travel Agents, International Journal of Management Studies (IJMS), 29(2), 137–163.
  28. Chubchuwong, M. (2022), Factors Affecting Online Direct Hotel Booking: A Study in Bangkok, APHEIT International Journal, 11(1), 32–47.
  29. Webb, T. (2016), From travel agents to OTAs: How the evolution of consumer booking behavior has affected revenue management, Journal of Revenue and Pricing Management, 15(3–4), 276–282.
  30. Bufquin, D. & cs. (2020), Effects of hotel website photographs and length of textual descriptions on viewers’ emotions and behavioral intentions, International Journal of Hospitality Management, 87, 102378.
  31. Chen, C. C., Schwartz, Z., & Vargas, P. (2011), The search for the best deal: How hotel cancellation policies affect the search and booking decisions of deal-seeking customers, International Journal of Hospitality Management, 30(1), 129–135.
  32. Chen, Y. H., Hsu, L. C., Lin, C. C. (2010), Website attributes that increase consumer purchase intention: a conjoint analysis, Advances in Internet Consumer Behav ior & Marketing Stegy 63 (9-10), 1007–1014, http://dx.doi.org/10.1016/ J.Jbusres.2009,01.023.
  33. Kim, C., Tao, W., Shin, N., & Kim, K. S. (2010), An empirical study of customers’ perceptions of security and trust in e-payment systems, Electronic commerce research and applications, 9(1), 84–95.
  34. Filieri, R., & McLeay, F. (2014), E-WOM and accommodation: An analysis of the factors that influence travelers’ adoption of information from online reviews, Journal of Travel Research, 53(1), 44–57.
  35. Sparks, B., So, K., & Bradley, G. L. (2016), Responding to negative online reviews: The effects of hotel responses on customer inferences of trust and concern, Tourism Management, 53, 74–85.
  36. Gavilan, D., Avello, M., & Martinez-Navarro, G. (2018), The influence of online ratings and reviews on hotel booking consideration, Tourism Management, 66, 53–61.
  37. Global Market Research (2018), Panel Quality Lightspeed GMI. Retrieved 15 October 2018 from http://www.lightspeedresearch.com/.
  38. Mateus, F. (2015), Online Reviews and Reserva de Hotéis: Análise dos factores que influenciam a adopção de informação disponibilizada pelas online reviews no site booking. com. Thesis, Universidade Europeia.
  39. Tsao, W. C., Hsieh, M. T., Shih, L. W., & Lin, T. M. (2015), Compliance with eWOM: The influence of hotel reviews on booking intention from the perspective of consumer conformity, International Journal of Hospitality Management, 46, 99–111.
  40. Book, L. A., Tanford, S., Montgomery, R., & Love, C. (2018), Online traveler reviews as social influence: Price is no longer king, Journal of Hospitality & Tourism Research, 42(3), 445–475.
  41. Hair, J., Black, W., & Babin, B. (2008), Anderson. Multivariate data analysis 5th Edition.
  42. Tabachnick & Fidell (1996), Using Multivariate Statistics (3rd ed.), New York: Harper Collins.
  43. El-Said, O. A. (2020), Impact of online reviews on hotel booking intention: The moderating role of brand image, star category, and price, Tourism Management Perspectives, 33, 100604.
  44. Syed, A. A., & Suroso, J. (2018), Factors affecting consumers’ decision for E-Hotel booking, CommIT (Communication and Information Technology) Journal, 12(2), 111–123.
  45. Anutarawaykin, T., Joysa, J., Li, C., & Nuangjamnong, C. (2023), Factors influencing online hotel booking intention of individual tourists in Bangkok, AU-HIU International Multidisciplinary Journal, 3, 80–101.
  46. Emam, H. E. E. D. M., & Mohammed Abdelaal, F. (2021), Factors influencing intentions in hotel booking through online travel intermediaries applications, Journal of Association of Arab Universities for Tourism and Hospitality, 21(3), 101–134.
  47. Nguyễn Đình Thọ & Nguyễn Thị Mai Trang (2008), Nghiên cứu khoa học marketing: Ứng dụng mô hình cấu trúc tuyến tính, TPHCM: Nxb. ĐH Quốc gia TPHCM.
  48. Hoàng Trọng và Chu Nguyễn Mộng Ngọc (2008), Phân tích dữ liệu nghiên cứu với SPSS, TPHCM: Nxb. Thống Kê.
  49. Howard, M. C. (2016), A review of exploratory factor analysis decisions and overview of current practices: What we are doing and how can we improve?, International journal of human-computer interaction, 32(1), 51–62.
  50. Nguyễn Đình Thọ (2012), Phương pháp nghiên cứu khoa học trong kinh doanh, Nxb. Lao động - Xã hội, TP. Hồ Chí Minh.
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Copyright (c) 2024 Array