Abstract
With the rapid development of e-commerce, the online booking of hotel websites has become a very common way of booking. With a large number of tourists booking hotels online, with huge turnover, many online travel agencies pay more and more attention to the development, operation. and maintenance of the websites. For those online booking websites which provide hotel reservation information services, it is very important for their survival and development that they can satisfy customers, reduce their risk perception, and enhance their repeated purchase behavior in the process of hotel booking. Therefore, it is necessary to study the quality and operation efficiency of online hotel booking website. Based on the theory of consumer behavior, consumer preference, and product attributes, this article determines that the consumer preference for online hotel booking can be studied through consumer preferences for movie attributes. The basic theory of joint analysis method is studied, and the online reservation consumer preference theory is analyzed. Finally, a case study is carried out, and the results show that preferences of a consumer online reservation hotel can provide a favorable basis for making proper measurements.
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