The Effect of Technology Readiness and Customers' Acceptance on Online Hotel Booking Intention

Abstract

The introduction of sophisticated website features and attributes in the development of hotel booking websites has led to an increase in the site's complexity, making it more difficult to use for customers who are not particularly tech-savvy. Therefore, the purpose of the study is to examine the effect of customers' technology readiness on customers' acceptance of the online reservation system through the hotel website. Subsequently, the study evaluated the connection between customers' acceptance of online booking via hotel websites and their booking intention. The online survey was distributed to 190 respondents in Jakarta. Using a technique known as snowball sampling, the questionnaire was distributed across a variety of online platforms, and users were given the option to share it with other people at any time. The collected data were analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM) techniques. The result of the study found that customers' technology readiness positively influences perceived usefulness, perceived ease of use, and perceived enjoyment of hotel reservation websites. This study also revealed that customers' acceptance of online reservation systems through hotel websites positively influences their intention to book a hotel room. The findings of this study imply that customers are drawn to hotel websites mostly because they are simple to navigate. This is because consumers do not require any prior knowledge of these websites to effectively use them.