Abstract
With the rapid development of information technology in hotel booking context, it is no doubt that many hotels consequently enhance the needs of integrating information technologies into their overall business operations. In this study, we developed a research model which consists of perceived value, trust toward a third party online booking site, and trust toward hotels, and tested it by using partial least square techniques. Survey data were collected from 307 individuals who have prior experiences on making a reservation using third-party online booking sites. Based upon our findings, we found that the perceived value, which was affected by both price and quality, was positively related to individuals’ intention to book. We also found that both trust toward third-party online booking sites and trust toward hotels, which was influenced by online review, have positive impacts on individuals’ intention to book. The implications of these findings for both research and practice are discussed.
Highlights
The development of information technology enables most hotels to change their business operations rapidly
While investigating the consumer experience in online hotel booking is an emerging area of research, online hotel booking is a useful source of potential consumers for planning a trip to generate their hotel booking intentions
The research model of this study addresses that perceived value, trust toward third-party online booking sites and trust toward hotels all have a direct influence on customers’ intention to book a hotel
Summary
The development of information technology enables most hotels to change their business operations rapidly. The perceived value has been considered as a salient factor to predict individuals’ purchase behavior; perceived value could play an important role for those who want to make hotel reservations using third-party online booking sites [5,6]. Consistent with prior work [10], this study has considered individuals’ perceived value as one of the determinants that could affect their intention to book a hotel. We seek to answer the following research question: To what extent do perceived value, trust toward the third-party online booking sites, and trust toward hotels help us to predict consumers’ intention to book?. From the standpoint of research implications, this study has presented integrative theoretical views of perceived value and two types of trust in a single research model that may contribute to individuals’ intention to book. Ours could offer some hotels, which connected with the third-party online booking sites, some guidance to establish operational strategies for themselves
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