Abstract
The purpose of this study is to investigate influence among word of mouth information quality of online hotel booking sites, customer satisfaction and behavior intention by an analysis. For the field test and verification, the Busan, Ulsan and Daegu customer with experience by online booking sites from May 1th to May 30th, 2018 were selected as the research objects. The research result is summarized as follows. First, word of mouth information quality of online hotel booking sites impacted positively on customer satisfaction. Second, customer satisfaction with experience by word of mouth information on online booking sites had a positive influence on behavior intention. In conclusion, word of mouth information quality of online hotel booking sites effects customer satisfaction and customer satisfaction effects behavior intention. Therefore, word of mouth information comes to the most significant role of hotel consumer’s making a purchasing decision. So, it is very important factor for marketing strategy and customer satisfaction, positive behavior intention on online hotel booking sites.
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