Relationship of Customer Engagement, Perceived Quality and Brand Image on Purchase Intention of Premium Hotel’s Room

Abstract

Brand image is a key factor for online hotel industry since the hotel offers experience and service that has intangible features, some tangible cues are more essential in shaping the brand image, which may generate travellers’ purchase intention. The traditional hotel industry is facing very serious problems. Because there are many new types of accommodation emerged based on the internet, such as homestay. Due to the change, it is necessary to understand the key factors that influence travellers’ online purchase intention in hotel booking sector. This study summarized the development of the brand image, customer engagement, and perceived quality of online purchase intention in the existing literature. This research aims to develop a theoretical model to examine the direct effect of the variables in the online hotel booking area, which helps the further investigation of online hotel brand image, customer engagement, perceived quality and travellers’ online purchase intention. Additionally, this paper generates and discusses contributing to the research. A respectable sample of 81 was collected through a survey and the data were further analysed using Smart-PLS. It proposed that brand image, perceived quality and customer engagement has a positive influence on online purchase intention. This study assisted hotels to build a strong online brand image that results in the travellers’ online purchase intention.