Abstract
The innovative technologies have paved the way for hotel booking through mobile applications and thus creating a strong bonding among hotel industry companies and OTAs (online travel agents) regarding the distribution channels. Mobile hotel booking users’ loyalty intentions are becoming equally important for the hotel business, OTAs and to the mobile hotel booking service providers. It’s so indispensable to retain the current consumers and grow market share. Though, present literature related to mobile booking technology first and foremost concentrated on espousal and acceptance of the technology. The drive behind this study is to understand a model that describes the issues connected to mobile hotel booking and consumer loyalty towards it. The designed and planned models have been examined using SEM approach, the two-step approach by using SmartPLS3 statistical package. Empirical data was collected through distribution of online questionnaire from 733 mobile hotel booking users from United Kingdom (mainly England) and China. Study results revealed that convenience, compatibility, and performance expectancy had a clear and vivid influence on the users’ loyalty intentions towards mobile hotel booking through the use of technology. In addition, the compatibility factor is influencing PEOU. And PEOU has a significant impact towards loyalty intentions of consumers. Research findings have provided treasured insights for theoretical and practical implications for lodging and traveling industry organizations. Also, it provided good information to app developers and to those companies that provide tools and technology towards hospitality industry.
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