FACTORS AFFECTING ONLINE HOTEL BOOKING INTENTION: A STUDY ON UUM STUDENTS
Keywords:Online review, online booking intention, consumer review, self-efficacy
With the high-speed development of the Internet and artificial intelligence, the hotel booking method was also undergoing innovative changes. Compared with traditional information dissemination media, the Internet has a stronger dissemination ability, wider scope and larger audience. Online reviews about one's experience in using hotel service could be simply disseminated using the Internet platform, which consequently affects the hotel booking intention of future customers. In this regard, it is vital to understand the impact of online reviews on hotel booking intentions in order to develop strategies that will sustain the hotel industry. This study examined the impact of online review in four dimensions which are usefulness, valence, volume and trust towards online hotel booking intention. Besides, the study also investigated the role of self-efficacy towards online hotel booking intention to capture the user's technological capacity dimension. Data were collected using survey questionnaires from 255 UUM undergraduate students. The analysis was performed with the aid of SPSS statistical analysis software. The results suggest that only two dimensions in the online review have significant impact toward online hotel booking intention, namely volume and trust. Moreover, the role of self-efficacy was not observed. Studying online reviews and consumer behavior is beneficial for hotel managers to have a more comprehensive grasp of the factors that affect customers' intention to book hotels online. Implications of this study are further discussed.
Adnan, W. H. & Augustine, A. A. (2020). The Effects of Perceived Price, Website Trust and Online Reviews on Online Hotel Booking Intention in Kuala Lumpur. Global Scientific Journals, 374-387.
Bandura, A. (1986). The Explanatory and Predictive Scope of Self-Efficacy Theory. Journal of Social and Clinical Psychology, 359-373.
Bobko, P. (2001). Correlation and regression. Tousand Oaks, Calif: SAGE.
Gellerstedt, M., & Arvemo, T. (2019). The impact of word of mouth when booking a hotel: could a good friend’s opinion outweigh the online majority? Information Technology & Tourism, 289-311.
Hashim, K., & Fadhil, N. (2017). Engaging with Customer Using Social Media Platform: A Case Study of Malaysia Hotels. Procedia Computer Science, 4-11.
Huang, L. (2016). Flow and social capital theory in online impulse buying. Journal of Business Research, 2277-2283.
Kim, S., Jang, S., Choi, W., Youn, C., & Lee, Y. (2021). Contactless service encounters among Millennials and Generation Z: the effects of Millennials and Gen Z characteristics on technology self-efficacy and preference for contactless service. Journal of Research in Interactive Marketing.
Kim, S., Kim, J., & Park, S. (2017). The Effects of Perceived Value, Website Trust and Hotel Trust on Online Hotel Booking Intention. Sustainability.
Lee, H. & Leonas, K.K. (2020). Millennials’ intention to use self-checkout technology in different fashion retail formats: perceived benefits and risks. Clothing and Textiles Research Journal, 39(4), 264-280, doi: 10.1177/0887302X20926577.
McDonald, T., Siegall, M. (1992). The Effects of Technological Self-Efficacy and Job Focus on Job Performance, Attitudes, and Withdrawal Behaviors. The Journal of Psychology Interdisciplinary and Applied, 465-475.
Mudambi, S., & Schuff, D. (2010). Research Note: What Makes a Helpful Online Review? A Study of Customer Reviews on Amazon.com. MIS Quarterly. MIS Quarterly.
Nawaz, I. (2020). Characteristics of Millennials and Technology Adoption in the Digital Age. Handbook Of Research On Innovations In Technology And Marketing For The Connected Consumer, 241-262.
Park, C. & Lee, T.M. (2009). Antecedents of online reviews’ usage and purchase influence: an empirical comparison of US and Korean Consumers. Journal of Interactive Marketing, 23 (4), 332-340.
Sparks, B., & Browning, V. (2011). The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management, 1310-1323.
Taherdoost, H. (2019). What Is the Best Response Scale for Survey and Questionnaire Design; Review of Different Lengths of Rating Scale / Attitude Scale / Likert Scale. International Journal of Academic Research in Management, 1-10.
Tao, M., Nawaz, M., Nawaz, S., Butt, A., & Ahmad, H. (2018). Users’ acceptance of innovative mobile hotel booking trends: UK vs. PRC. Information Technology & Tourism, 9-36.
Zhao, X., Wang, L., Guo, X., & Law, R. (2015). The influence of online reviews to online hotel booking intentions. International Journal Of Contemporary Hospitality Management, 1343-1364.
Copyright (c) 2022 Journal of Technology and Operations Management
This work is licensed under a Creative Commons Attribution 4.0 International License.
The Journal of Technology and Operation Management (JTOM) has taken all reasonable measures to ensure that material contained in this website is the original work of the author(s). However, the Journal gives no warranty and accepts no responsibility for the accuracy or the completeness of the material; no reliance should be made by any user on the material. The user should check with the authors for confirmation. Articles published in the Journal of Technology and Operation Management (JTOM) do not represent the views held by the editors and members of the editorial board. Authors are responsible for all aspects of their articles except the editorial screen design.